Listen To Your Consumers …Or Else Lose Them - Steve Yanovsky - MediaBizBloggers

I read recently that a major CPG company had formed an online panel to solicit ideas from its consumers. It is critical in these times, when consumers want to provide feedback to companies, and now, thanks to social media, have so many ways in which to do so, that companies solicit this input.

But lets recognize that the idea is in fact decades old. Having consumer panels, and soliciting their ideas on new products, packaging, ad campaigns, names for new brands, etc. has been part of the market research landscape for a very long time.

The difference is that the now, this two way communication can be instant. In fact, if I were participating in such a panel, I would expect to hear back from the company the next day at the latest. If they ask me to spend my time providing them with my opinion, then I want to know that they are listening, reacting to what I told them and getting back to me with an update. Dont ask for my opinion if you dont intend to get back to me and tell me how you decided to use it.

Despite the Windows 7® campaign, where everyday people tell you that the product was their idea, I dont expect that every piece of input that I provide to a company will be agreed with, and acted upon, but I do want to know what they decided to do.

We consumers have the opportunity to be more in touch with companies through Twitter, Facebook, mobile devices, and whatever is coming next, so we want the instant gratification of knowing that our opinion counts. These are new weapons that consumers have at their disposal that permits them to talk back to marketers, but more important, allows them to talk to each other and slam companies if they choose to. So, marketers need to be mindful that "conversations" take place about their brands every day that they cannot control. Turning consumers into brand ambassadors can go a long way to managing that conversation.

As companies struggle to manage the economic downturn in which we currently find ourselves, customer service is going to be a major tie breaker in some categories. Unless I am buying based solely on price, a part of the value equation is going to be, "Do they listen to me?" I have multiple choices in almost every product category that I buy, and responsiveness is going to be of greater and greater importance.

A recent article published by "Knowledge @Wharton" reminded us that "Consumers are looking for reassurance… during uncertain times… There are a lot of things in their lives that are out of control. Its important… [that] in a time of Facebook, blogs and Twitter feeds being relevant is not a luxury; it is a necessity."

So using todays technology to enhance marketers ability to listen to their customers, and use it as a way to retain those customers in light of competitive pressure, will help cement their relationships.

Steve Yanovsky, a marketing and marcom consultant with Customer Focused Solutions, can be reached at steve@stevenyanovsky.com.

Read all Steve’s MediaBizBloggers commentaries at Steve Yanovsky - MediaBizBloggers.

Follow our Twitter updates @MediaBizBlogger