7 Effective Ways a Marketing Team Can Utilize Customer Feedback

In the ever-evolving landscape of customer engagement, a marketing team can utilize customer feedback, and we’ve gathered insights from marketing experts on harnessing customer feedback. From an SEO manager’s advice on logging natural client comments to a CEO’s strategy to enhance the sales process with client experiences, explore the seven unique methods these professionals recommend for your marketing team can utilize customer feedback.

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Marketing Team Can Utilize Customer Feedback: Log Natural Client Comments

Have all employees keep a log of client comments that occur naturally so marketing team can utilize customer feedback. This could be a compliment said in person, feedback given via email, or any other type of comment shared by a customer without first being prompted. In these moments, encourage employees to ask questions to get further details on how a project went and how it could have been better. 

Clients are more likely to be honest and share more information when they have taken the initiative to provide the feedback at the start. Once this is collected, review it on a monthly or quarterly basis to spot trends and ways for the company to improve.

Ashley Romer, SEO Manager, PaperStreet Web Design

Refine Marketing with Customer Insights

Marketing team can utilize customer feedback for making better marketing plans. It helps us understand our customers’ problems, so we can create campaigns that directly address these issues.

Additionally, the marketing team can utilize customer feedback and tells us where our customers like to spend their time online, whether it’s LinkedIn, Facebook, or Twitter. Knowing this is crucial, especially for paid ads. We want to ensure we’re investing our marketing budget in places where our customers are most active, rather than in channels they don’t use.

Marco Genaro Palma, Content Marketing Manager, PRLab

Highlight Unique Services with Reviews

We’ve been using customer reviews to make our services stand out in our digital marketing. When customers are deciding what to buy, they really want to know what sets our services apart from others. They often look at ratings and reviews to help them choose between different software.

At our company, detailed reviews from other users and experts are super useful for buyers to compare different products and decide. We focus on making sure our reviews highlight what’s unique about our services and how we stack up against our competitors. For example, our marketing team can utilize customer feedback to help customers make decisions faster, and our sales team uses it to show why our services are worth buying and what makes us the better choice.

Here’s a tip: Check to see if your software, agency, or business has any reviews or awards from Gartner Digital Markets. If it does, put those badges somewhere easy to see on your website, like right at the top of the main page or on the page where you show customer testimonials.

Patrick Beltran, Marketing Director, Ardoz Digital

Analyze Competitors’ Customer Feedback

A marketing team can utilize customer feedback and analyze customer feedback for your competitors. When you better understand what customers like or dislike about competing products or services, you can use this information to position your offerings more effectively.

You can learn from competitor feedback about customer retention strategies. Identify the reasons customers stay loyal or switch to competitors, and from this, you can implement effective customer retention strategies based on these insights.

I also find this helpful for understanding competitor pricing models. marketing team can utilize customer feedback and information to develop a competitive pricing strategy that aligns with customer expectations and offers perceived value.

Peter Sanders, Director, Prince William Pottery

Enhance Sales Process with Client Experiences

One of the most effective ways the marketing team can utilize customer feedback comes when the company asks the customer about their experience and the process of working with the company. An example of this would be in our industry; it’s very important to understand the homeowner’s experience from the first phone call until closing, and then leverage this experience to create a smoother sales process.

By collecting data on the average client’s experience with us, we’ve been able to simplify our process by understanding what would be valuable to the seller and focus more energy on that. Since we’ve been able to take that feedback and implement it, our average reviews have gone up, and we’ve received more referrals from sellers because they’ve truly felt understood. The feedback that we’ve gained from our sellers has been very applicable to helping future sellers as they often have the same problems and concerns about selling their house.

Sebastian Jania, CEO, Ontario Property Buyers

Shape Product Roadmap with User Reviews

We actually rely on client reviews to shape our product roadmap using real user feedback. I think that no matter how great our sales pitch is, it won’t make a difference if our product doesn’t align with what our customers need.

Getting feedback from actual customers helps us keep our product up-to-date in the ever-changing software industry. We look at reviews to figure out what users are having trouble with and what they really like. This means we need a strong process for collecting reviews that gives us quality feedback. For instance, our product managers use this customer feedback to tweak our product roadmap. They can identify which features are a hit with our customers.

Here’s my tip: Don’t shy away from negative feedback. In our business, we view customer reviews as a tool not just to draw in new customers, but also to keep our current customers involved by using their feedback to make our product better. Negative reviews are opportunities for us to fix parts of our product that we might have overlooked. We use both the good and bad reviews to fine-tune our brand and product offerings to meet what our buyers are looking for.

Lucas Ochoa, Founder and CEO, Automat

Incorporate Feedback in Email Campaigns

One effective way a marketing team can utilize customer feedback in marketing is by incorporating it in email marketing campaigns or customer review emails. I had the opportunity to work on such campaigns, where we realized that public reviews are highly influential in shaping potential customers’ perceptions of a business. 

Utilizing review request emails, we appreciated customers and asked about their experience. Positive experiences later translated into encouraging reviews on public platforms, such as Google or Facebook. Negative experiences, necessary for improvement, allowed us to enhance our business offerings. Additionally, the marketing team can utilize customer feedback in email newsletters to highlight client testimonials and build brand credibility, which significantly increased our conversion rates.

Magee Clegg, CEO, Cleartail Marketing

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