Customer Feedback: That’s Why It’s Called Interactive

Customer Feedback: That’s Why It’s Called Interactive


It’s commonplace these days to acknowledge that the customer – not the business – is in control, especially in digital media. So why don’t companies ask for direct customer feedback more often? It’s virtually free, simple to execute and, in an important way, what the internet is all about. That’s why we call it “interactive media” …

Digital media give us the ability to iterate marketing concepts, ask consumers questions and get their responses in a rapid-fire rhythm:

  1. Gather feedback to a quickly deployed survey
  2. Create marketing hypothesis and concepts
  3. Execute marketing test (and don’t forget to ask the consumer why they responded the way they did, or didn’t)

Then rinse and repeat:

  1. Analyze consumer responses
  2. Create revised hypothesis(es)
  3. Execute test(s)

Tactical? Yes. Trivial? No way. There are pitfalls, but for the most part they involve your thought process, not the technology or the (negligible) cost. Here are some examples.

Read the full article on TriplePundit.

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