There have been a few occasions recently when I’ve had reason to provide various organisations with feedback about the way they’ve treated me, and doing so has made me stop and think about what feedback means to marketers.

It’s been said that if your customers are happy they’ll tell a friend, but if they’re unhappy they’ll tell several. With customers’ increased use of social media we’re seeing a lot more public feedback than we used to; ignore it at your peril, because if you’re not listening to your customers’ feedback and acting upon it, your mission statement is going to come across as a paragraph of smarm that looks great on paper but doesn’t mean anything to your customers. Continue reading “Throw me a bone, here: why marketers crave feedback” »