Quick win 3: In becoming customer obsessed
Your customer complaints and feedback is consumer insight gold. People telling you what they think for free! Make sure you pay close attention, it could be key to your next product innovation like Dyson for example, or be key to building loyal brand advocates.
BRANDING BEFORE BREAKFAST EP 39 Quick win 3: In becoming customer obsessed
This week I want to talk about your third quick win in your brand’s journey to becoming customer obsessed. So about two weeks ago, I was embarrassingly excited about getting one of those Dyson Stick vacuums. You know, the ones that you don’t need to plug in. So I get it home, I’m moving it around the lounge and I’m loving it apart from when you have to empty it. It’s really annoying. So I’m complaining to my husband about it and he said well, yes, of course you have the Version 6 which is why we bought it because it was cheap, but now they’re on Version 11 and they’re like a thousand dollars or more. And they’ve kept changing it because customers had feedback that things like emptying it was annoying.
And that got me thinking. As a quick win, all you need to do is go and have a look at those feedback forms at your complaints inbox. Speak to the people who are on the phones and hearing what are sometimes seems as headaches or annoying things in the business but actually could be gold. These are people wanting to tell you about their pain points and for free and you get to use that. It could be about product innovation. It could be about small incremental changes that are going to create loyal customers because really everybody wants to feel like they’re being heard. That’s it from me, time for brekkie.
Written by: Jo Whelan
Published: December 5, 2019