Listen to your customers or become obsolete !!
It is the year 2021, and everything has changed. Including consumer insight mining and research.
Digital transformation is no longer a luxury, but rather a requirement. The majority of brands of all sizes have gone digital. If you’re reading this post as part of an agency or brand team and you’re not getting business information from what customers are saying online, you might as well go back to your old ways of doing things and become obsolete!
Today, with access to the majority of consumer interactions in public forums about brands, their feelings, pain areas, and so on,
online researches with ‘Listening’ can uncover motivators, triggers, and barriers.
Imagine the customer yelling at you, telling you how you can get him to buy more of your stuff or what is preventing him from doing so now. This is the real deal! What sources do you use to get this information? Is it only when you practise social listening? Not at all… There are numerous technologies that provide social listening, but marketers who have access to such tools are unable to effectively exploit that data since it is simply data with no meaningful action!
When you look at numerous data points, not just social listening for brand, you may join the dots with relevant insights, which is possible when you look at multiple data points. As a result, we developed a technique known as ‘Deep Listening,’ which allows us to gather intelligence on categories, consumers, brands, and competitors. All of them provide valuable insights that are put to good use.
Deep listening can help you
1. Make the customer your most important stakeholder. They will feel equally responsible for the product / service if they know you are listening and taking input seriously, as well as making adjustments based on it. For example, a high-end skin care line continued to improve its product based on client input and continued to deliver samples to customers who eventually became brand supporters.
2. Develop ‘Product Innovations based on consumer requirement gaps’ should be. Given that ladies had a problem with their pocket size, a denim brand came up with a simple alteration in women’s denims that featured deeper pockets.
4. Don’t just pay attention to the bad feedback. If understood, acknowledged, and communicated with, the positive ones can promote brand love.
5. Arrive at related communication insights that can help you create better ads.