2 November 2018

Learn to listen and know the reactions and opinions of customers. A challenge for companies


Media and social networks have become a powerful tool for companies and brands. However, one of its great benefits, is that through them, companies can remain ‘listening’ to have a greater knowledge of the reactions and opinions of the fans themselves, consumers or customers.

The companies are aware of the importance of using social networks as a means of communication turned into a powerful speaker. However, it is perhaps even more important to develop the capacity and use the necessary resources to listen to the clients. The rewards of really listening to our clients are obvious and this can help us without doubt to know them much better to achieve our goals and objectives successfully.

Your customers have a great interest in your brand

It may sound obvious, but this vital point can be overlooked, even when plotting very sophisticated programs. Your customers want to be satisfied and want your products and services to improve their lives, and therefore they are also willing to invest their time in telling them what they really think, to propose improvements and even to help develop new innovative ways to meet their needs.

Their clients are their best allies, although very often they feel like the brands ignore them and there is no feedback. Research shows that customers have more respect and trust to companies that listen actively, and specifically, it translates into positive results for companies, such as purchase intention or recommendations.

However, listening to customers is only a first step. Beyond that, the new online tools as well as the media and social networks allow us to maintain a more intense relationship, generating new experiences in which we can participate together to generate a connection and true much more emotional relationships.

It is necessary to understand the causes of customer satisfaction or dissatisfaction .

Generally, 80% of customers are satisfied or very satisfied, but another 20% are not. The key question is what to do about it? While it is reassuring to know that the majority is satisfied, we must find out why the rest is not. An aspect that in many occasions is ignored too often by companies.

Collecting and analyzing the opinion of clients to know which are the real factors of their satisfaction or dissatisfaction is vital to understand and act on the most important problems and challenges that may arise. This implies that 20% of dissatisfied clients may need or require special ‘extra’ attention to improve the level of satisfaction.

Build customer loyalty in the long run .

The relationships of companies with customers should not be reduced exclusively at the time of making a sale. Companies must show total transparency and honesty to maintain a strong and lasting relationship where full confidence prevails as a factor that allows generating a high value of differentiation during the entire commercial relationship.

Clients may seem absent, but it is more than probable or almost certain, that at some point they reappear or manifest themselves asking for help or support to solve some type of problem, and even manifesting their complaints openly. Something that increasingly becomes a more frequent and habitual practice with the rise of media and social networks.

It is in our hands to listen and use all available resources to deal with these problems that may even be the fuse that triggers an authentic online reputation crisis. A challenge for companies that are not yet aware of the importance of knowing the reactions and opinions of their own customers.