B2C Social Business: Incorporating the Voice of the Customer into the Product Development Process

Social Media

B2C Social Business: Incorporating the Voice of the Customer into the Product Development Process

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Social networks – and Twitter in particular – have become one of the main communication channels used by customers looking to provide feedback, meaning brands can no longer afford not to respond to enquiries they receive. However, the potential of social media goes beyond traditional customer service; social networks are a great way to interact directly with customers, and to channel their feedback into the product development process.

Customer Experience: It’s Time for Brands to Reach Out

Rather than sitting back and waiting for them to contact you; why not invite customers to provide feedback by posting on social media? Ask them when and where they use your products; ask them about size, color, appearance, battery life, comfort…in short, ask them anything that will help you to develop new and existing products for the better.

Posting a couple of questions and inviting customers to comment is both simple and effective. However, it’s not the only way of gathering customer feedback on social media. Want to know which of your products is the most popular, or which new feature customers would like to see? Launch a poll. Interested to see how your products are used on a daily basis? Ask customers to submit their own photos – you could even boost engagement by turning it into a contest, with prizes for the best submissions.



But What if It Backfires?

The question you may well ask now is: what if all this backfires? What if the feedback we receive is negative? Rather than being afraid of what your customers might say, use social media as an opportunity to connect directly; and to use their feedback productively. Even the most successful brands receive bad reviews but, when dealt with effectively, negative feedback can provide a roadmap on exactly where and how to improve. What’s more; the fact that you engage with customers and act on their feedback will reflect well on you as a brand, and give you an edge over less proactive competitors.

In today’s online B2C landscape, interaction between brands and customers must go beyond problem resolution. For your clients, actively inviting feedback – which is likely to be both positive and negative – shows that your company prioritizes customer experience. And for you, it can be the source of valuable insights that play a crucial role when it comes to product development.

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