Today on the podcast as part of November’s focus on brand tracking and insights, I take a look at customer feedback and how it can be used to improve brand reputation.

Looking after our customers has never been more important. Competition is fair and platforms a plenty for people to take to and give their positive, or negative, opinions about your brand, product or service.

How does this relate to PR – well it’s about public perceptions and how we can influence opinion so intrinsically linked in fact.

So today I am exploring the significance of customer feedback and three actionable steps to succeed in this critical area.

So let’s dive in!

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Full Transcript (unedited)

Customer feedback holds immense value as it provides insights into customer experiences, preferences, and satisfaction levels. Positive feedback not only enhances brand reputation but also acts as a strong social proof, attracting potential customers. On the other hand, negative feedback presents an opportunity for improvement and showcases a company’s commitment to customer satisfaction when addressed effectively.

To succeed in managing brand reputation through customer feedback, there are many things you can do, but here are just three strategies you could implement:


  1. Embrace a Customer-Centric Approach:

Often we are reluctant to find out, right? but hiding under a rock isn’t going to improve a customer’s experience or help a business nudge forward ahead of the competition. Doing the same thing means that eventually everything and everyone around us will move on and we will stand still. So put the customer at the centre of your business operations and be brave.

Encourage customers to provide feedback through surveys, social media platforms, or dedicated review websites. Create user-friendly channels for customers to share their experiences, suggestions, and complaints. Actively listen to their feedback and use it to tailor your products, services, and communication accordingly.


  1. Respond Promptly and Transparently:

So if we are going to go to the effort of asking, we need to make sure we are also answering questions and queries. Timely response to customer feedback is crucial in demonstrating your commitment to their satisfaction.

Whether the feedback is positive or negative, acknowledge it promptly and thank the customer for taking the time to share their thoughts. Address any concerns or issues raised in a transparent and professional manner.

Communicate any actions taken to resolve the problem, showing customers that their feedback matters. This is easier said than done, and scrabbling around for answers is something we have all been guilty of, but it is importnat to have some stock answers that can be consistent if responding to people over a period of time, a web page FAQ, for example, can be a good source of info to direct people to.


  1. Learn and Improve:

Actively analyse customer feedback to identify recurring patterns or trends. Use this information to implement necessary changes and improvements in your products, services, or overall customer experience. Regularly update your customers on the steps taken to address their feedback and highlight any positive changes achieved. This transparency builds trust and fosters long-term customer loyalty.

In conclusion, customer feedback plays a pivotal role in brand reputation management. By prioritising a customer-centric approach, responding promptly and transparently, and continuously learning from feedback, businesses can improve their reputation, attract new customers, and cultivate a loyal customer base. Your success in managing brand reputation relies on recognizing the importance of customer feedback and taking proactive steps to incorporate it into your business strategy.

This is the last in the November series and we will be back in December with a theme of Creativity and Insight.