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The Power of Customer Feedback

by Carolyn Hall  |  
April 20, 2011

In this article, you'll learn...

  • How a customer feedback program can be pivotal to the success of your business
  • Why you should use customer feedback insight across your entire company

First, a plea: please don't keep your marketing insight languishing in a silo, away from your core business processes. The technology exists to generate real business value from this often-untapped information, so take advantage of the opportunity to link this valuable asset—knowledge about customers—to the rest of your business.

By fully embracing your customer-feedback program, you can achieve transparency into customer attitudes and learn important truths about today's buying behavior and the evolving attitudes that will determine future buying behavior.

A comprehensive understanding of customer attitudes enables you to build processes to prevent customer churn and drive cross-selling opportunities. The marketing department can use a customer-feedback program to drive tailored marketing campaigns and strengthen the relationship between your brand and your customers.

These programs are not just about making customers happy; they can also deliver real commercial value.

Communicate for engagement

By implementing a feedback program, you initiate a conversation with your customers, helping them to become truly entrenched in your brand—from product creation to problem resolution.

Such increased engagement forms far tighter purchasing relationships and builds significant brand value. Constant, relevant communication also provides an excellent platform for the creation of personalized, relevant promotions, creating a win-win that further builds the relationship. Better still, you will be able to make better-informed business decisions when you capture customer experiences and embed that insight into your business.

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Carolyn Hall is product marketing manager at Confirmit (, a global vendor of software for customer feedback, employee feedback, and market research. She can be reached at

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  • by Daniel Foster Wed Apr 20, 2011 via web

    Super article, Carolyn! Here at TechSmith we haven't perfected this by any means but we did just publish a story about how customer feedback from 450,000 people helped us bring one of our software products to the Mac platform, while saving $500,000.

    Thought it might be timely to share; we'd be happy to answer questions about the details, just tweet us up @TechSmith!

  • by Liz Hoffman Thu Apr 21, 2011 via web

    Super article! We are the largest regional full service pension/DC firm in the Northeast - Just started getting the management team on board with reaching out to our customers- they were worried about it being too difficult, time consuming, expensive etc but are starting to get the idea that conducting surveys is the best way to find out what we are doing wrong and what we are doing right. We hope for alot of great feedback! And in terms of the cost, it will always cost more to lose a client.

  • by Nick Stamoulis Thu Apr 21, 2011 via web

    If a customer is willing to give you their opinion, why not take the time to listen? Understanding your customers is critical to developing an effective marketing strategy. If they are willing to talk, pay attention. You never know what insight you might find.

  • by Ursula Ron Tue May 17, 2011 via web

    Of course we here at Kampyle couldn't agree more. To leverage customer feedback is one of the smartest and most effective online strategy there is. It is so important to bring this message across, and you certainly did that very well. Great article, Carolyn!

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