By Bernard Kelvin CLIVE
A Customer’s Account and a Brand’s Opportunity
“Feedback is ways brands can look back” – Bernard Kelvin Clive.
Today we will explore the power of customer feedback through a personal story. It highlights the positive and negative impacts feedback can have, not just on the customer experience, but on a brand’s overall success.
There is an Akan proverb that states, “Deɛ ɔtwa sa no nnim sɛ nakyi akyea.” that is to say “He who cuts the grass doesn’t know its trail is crooked,” which gives an analogy about the importance of feedback.
Consider someone carefully cutting a route through tall grasses, unaware that their efforts result in a twisting, uneven trail. So, like the grass cutter, we can become so concentrated on the task at hand in our lives and enterprises that we lose sight of the overall picture.
This proverb underlines the importance of seeking feedback, taking a step back, and asking yourself, “Is my path truly straight?” It’s a call to action, encouraging us to see feedback as a valuable instrument for improvement. Without feedback, we risk continuing on an unsuccessful path, unconscious of our mistakes.
In the context of consumer feedback, the adage takes on a new interpretation. Brands, like the grass cutter in the proverb, may devote their work to developing products or services while remaining unaware of how their efforts are regarded. Consumer feedback serves as a mirror, displaying the genuine “trail” that their actions are leaving – a path that may be filled with discrepancies or fail to meet consumer needs.
As you can see, consumer feedback is critical to the success of any brand or business. It’s the voice of the people who choose your product or service, and it speaks directly to their needs, desires, and frustrations. But how often, as customers, do we take the time to provide feedback? And how well do brands listen and act on it?
A Sip of Disappointment: A Customer’s Perspective
My local Bissap juice seller, known for her refreshing Sobolo (a hibiscus-based beverage), was a frequent stop. The initial taste was a revelation – a perfect replica of the comforting, home-brewed version. I became a regular, enthusiastically recommending it to friends. We all reveled in its familiar, delicious flavor.
However, over time, a subtle shift occurred. The once-balanced taste became overwhelmingly spicy. The ginger content, seemingly intended to add a kick, had transformed into a fiery onslaught. My friends and I jokingly wondered if it was meant for “drunkards” – an exaggeration highlighting the drink’s extreme heat.
Here’s the key turning point: instead of voicing my concerns, I stopped patronizing the kiosk. The seller, oblivious to my unspoken disapproval, continued with her business. We’d exchange glances, her questioning my absence with a silent stare, but communication remained absent. It was like two rivals in a compound house. LOL.
A Turning Point: The Value of Open Communication
A month later, drawn by her delicious pastries, I found myself back at the kiosk. This time, I decided to address the issue directly. “I love your pastries,” I began, “but I stopped buying the Sobolo because the ginger became too overpowering.”
Relief washed over her face. My feedback wasn’t unique; apparently, others had expressed similar concerns. She confided that she’d recently adjusted the recipe, and with a warm smile, offered me a sample. The first sip confirmed it – the ginger had been tamed, the balance restored.
She had listened to customer feedback, a testament to her commitment to customer satisfaction. This simple act of open communication not only brought me back as a customer but also strengthened my loyalty. I enthusiastically spread the news to my friends, and we returned as a group, the atmosphere a joyful celebration of a brand that valued our input.
The Positive Impact of Customer Feedback
This experience beautifully illustrates the positive impact of customer feedback. Here’s how it benefits both parties:
- Improved Products and Services: In this case, the Bissap seller received valuable feedback that directly improved her product. She catered to customer preferences and ensured a more enjoyable drinking experience by adjusting the ginger content.
- Increased Customer Satisfaction and Loyalty: If we actively listen and take action, we can show our commitment to customer satisfaction. This willingness to adapt fueled loyalty, encouraging me to return and recommend her products to others.
- Innovation and Growth: Feedback can be a springboard for innovation. When it comes to understanding customer needs and preferences, brands can identify opportunities to develop new products and services, keeping them ahead of the curve.
The Negative Impact of Silence: Why Feedback Matters
My initial silence, while convenient, ultimately hurt both myself and the seller. Here’s why feedback is necessary:
- Lost Sales: My unspoken disapproval resulted in lost sales for the seller. Without knowing the reason, she couldn’t address the issue and risked losing other customers with similar concerns.
- Missed Opportunity for Improvement: Without feedback, the seller remained unaware of the problem with Sobolo’s spiciness. This hampered her ability to improve the recipe and potentially alienate other customers.
Building a Feedback Loop: How Brands Can Listen
As the customer story demonstrates, creating a feedback loop is essential for brands to thrive. Here are some ways brands can actively encourage and collect customer feedback:
- Customer Satisfaction Surveys: You can deploy online surveys; they are a convenient way to gather feedback from a large group of customers. So, brands can encourage participation and gain useful insights by keeping them short and focused,
- Social Media Engagement: Social media platforms provide a fantastic avenue for customer interaction. Brands can actively solicit feedback through polls, questions, and comment sections, fostering a sense of community and encouraging dialogue.
- Customer Service Interactions: Do this, train your customer service representatives to actively listen to customer concerns and get some feedback. Empower them to resolve issues promptly and share valuable insights with relevant departments for product improvement.
- Review Platforms: Encourage customers to leave reviews on online platforms like Google My Business – for every local business, this is a must. While negative reviews can sting, they offer valuable insights into areas for improvement. Responding constructively to negative reviews demonstrates a commitment.
Now, is your turn. Put his into practice and send me some feedbacks.
I’m your personal branding and publishing consultant.
Bernard is a leading authority on personal branding and digital book publishing in Africa. With over a decade of experience in digital publishing, he has been a trusted consultant for entrepreneurs, pastors, and individuals looking to build their brands and write their books.
To learn more about Bernard and his work, visit www.BKC.name. WhatsApp: +233244961121
