Listen Up: Your Customers Are Talking About You Online (Part 2 of 2)
Last week, hopefully I helped to open your eyes to the importance of staying on top of reviews and posts about your products and services—as well as those about your competition. Here's how to use that information at various levels of your organization to create a better customer experience.
Product Managers and Executives
Use reviews to build a better mousetrap!
Have a plan in place to periodically check in and see what people are saying, positive or negative, about your competition. Did customers feel rushed on the phone? How are wait times for customer support? Are the people welcoming and friendly? How quickly do they respond to email? Are they willing to correct mistakes easily, or do they make the customer jump through hoops for resolution to issues?
The information is out there, you just have to roll up your sleeves and be committed to staying on top of what customers are saying about you and your competition, and have a plan to take action.
Keep a log of customer complaints/suggestions you find on forums and blogs; you'll find a litany of suggestions for improvements without paying a dime.
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Wil Reynolds is the founder and head marketing strategist of SEER Interactive (www.thinkseer.com), a search optimization and Web marketing firm located in Philadelphia.
