The feedback, whether it’s positive or negative, contains valuable information, which helps to perfect a strategy. There are many ways, in which a company can get the honest reviews. Marketers can simply conduct an online research and check what people write about a brand on social media, blogs, and forums.
The company can also call customers, which have just made a purchase or contact them via email. Obviously, not many clients want to spend their time on writing reviews, so marketers should motivate them somehow. For example, cosmetics brand DS Laboratories offers monetary rewards: $10 discount code for ordinary review or 50% off discount coupon for review shared on Instagram.
Screenshot source: private email from DS Laboratories.
However, when the company has a huge number of customers, it cannot spend time and money on analyzing every single review; so, it designs a short survey. For example, Delta Air Lines ask Million Miller Members to do a short Net Promoter Survey. In this way, the company gets basic information about the services, which need some improvements.
Screenshot source: private email from Delta Air Lines.
To create a questionnaire for your company, you can utilize user-friendly online services. They will help you to get the necessary information and to measure their level of customer satisfaction. This is a reliable way to adjust your marketing strategy and drive brand loyalty.
Effective Customer Support
Clients support is another important element of the effective marketing strategy. Using the Internet, modern people buy shoes, order flowers and make a doctor’s appointments not only during business hours but also at night time, weekends and holidays. Consequently, they need help in placing orders, clarifying details and changing personal account settings 24/7.
Most of the clients want to get answers on their questions right here and right now. Customers should have few options on how to contact the customer support service: by phone, email, text message on Facebook, video call, etc. If a company has a lot of clients, who contact support agents from abroad, it should provide help via free channels of communication such as Viber, Skype, and Whatsapp.
Customers are very loyal to the brands, which provide an outstanding support. Apple is a perfect example. This famous tech company cares about every client all over the world: experts can answer the questions in any language 24/7.
Screenshot source: https://support.apple.com/contact
Provide a Warranty
When a company states that its product has the best quality ever, it should provide a long-term or even lifetime warranty. In some cases, this is a key factor of the brand’s success.
For instance, JanSport company, which produces the backpacks and bags for more than 50 years, uses this marketing strategy. JanSport promises to fix the pack whether it’s possible or replace it with a new item. Obviously, thousands of people choose this brand, because they consider a bag purchase as a lifetime investment.
Moreover, JanSport makes it easy to request the product replacement online. The customer just needs to fill in the warranty claim form and ship a backpack to the warranty center.
Screenshot source: https://www.jansport.com/customer-service/lifetime-warranty.html
This is a well-known fact that post-purchase experience is crucially important for a strong brand. However, only those companies, which provide high-quality products, and are able to manage a warranty center effectively, can incorporate this marketing strategy in a practice.
A company without a strong image and brand advocates is worth nothing in the modern world. Only those enterprises, which provide the target audience with a valuable offer and outstanding support, can keep being profitable in a long run.
It’s useful to note that all described marketing strategies are highly effective, but they cannot be considered as a universal solution, which every company can apply. This is a marketer’s job to select the approaches, which will benefit a concrete business. In fact, analyzing the target audience’s preferences in details, it’s not that difficult to make a right choice.