building customer loyalty, customer experience, customer experience strategy, customer journey, customer management, customer satisfaction, customer service, customers, direct marketing news, loyalty, marketing, Sarah Shearman, social media
- Customer listening is imperative; it will amplify customers’ satisfaction or dissatisfaction with the customer experience.
- “I always recommend [that companies] focus much more on a sustainable and systemic approach, where you’re actually treating customers in a way that they want to be loyal, rather than a points program where you’re trapping them in to a relationship,” says Andrew McInnes, director of product marketing at customer service and experience solutions firm Allegiance.
- Asking customers for feedback like Healthy Directions does is imperative, but “listening” to their input through external channels has become unavoidable for companies due to the growth of social media.
- Listening to complaints and compliments on social media gives marketers another source of feedback that they can analyze to give a wider perspective on customer experience.
- Ignoring the voice of the customer is no longer an option for marketers who are charged with building customer loyalty.