We all know how important customer feedback is in driving better service, retaining loyal customers and attracting new clients. Understanding your customer’s emotional need is pivotal in helping you attain stability, drive sales and improve brand perception.

We all like to be a part of the brands we love, it forms part of our social identity. Advocacy is extremely important in a world cluttered by instant advertising, whatever the channel may be. A customer who advocates on behalf of you, is the most important marketing tool at your disposal. Understanding whether or not they are standing behind you or against you can help you determine the future success of your business.

Every brand or company is fighting for a piece of the pie. To differentiate yourself from your competitors, gaining insight into the behaviours of your customers or potential customers will help set you apart. Why? Customer service goes a long way. Feedback from your customers isn’t always a negative experience. Their feedback can only take you further, helping you create the brand narrative you seek based on your goals and vision.

It is commonly known that customers will purchase a product or service based on emotions. They determine whether they will support a brand or company based on various factors e.g. how will this product or service improve my life? Do they go above and beyond to assist me in meeting my needs? Will they provide the support I need?

At the best of times, it is hard to determine customer sentiment. Are they happy? Are they neutral or do they believe you need to improve in certain areas? As a rule of thumb, you generally tend to hear from a customer when they have something to complain about. Perhaps it’s a stern email, a social media comment or frustrating telephone call, and while this feedback is extremely important in helping you achieve better customer service, it is also vital to understand where you are getting it right and how.

Customer feedback shows you where you may need improvement, it brings your customers into the brand/company as they feel involved – a part of the family. Take it a step further to help understand your clients’ needs and you will set yourself up for success. Whether that be an analysis of industry-related data that speaks to customer perceptions, questionnaires, in-store surveys or easy-to-use comment boxes, take the time to understand who your customers are and what they need.