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BizReport : Advertising archives : January 05, 2012

How to better use feedback in 2012

Customer feedback is not new to most brands, especially those utilizing customer service email or phone numbers. But there is a relatively new area of feedback found in social networks that isn't being utilized to the fullest extent.

by Kristina Knight

"Many [brands] are not utilizing feedback enough right now," said Ariel Finkelstein, Kampyle CEO. "For many, they don't have the infrastructure to respond to every concern. Kampyle helps businesses build that infrastructure to improve their operations. The customer wants to be engaged and they want their questions answered and if you answer them, you have the chance to win them over; more than 60% of users leaving feedback leave their actual contact information behind - this is a great way to engage or reengage these customers."

Kampyle helps merchants and brands better utilize feedback that is left on websites, in contact forms or through email. For most, the code can be deployed through a brand's website within five minutes; the key is to include feedback forms on the right pages and then dealing with the data that begins coming in.

"Ecommerce is becoming more interactive - once merchants only needed to find a shopper and give them a way to buy. Now, merchants need to communicate with the shopper about products, services and information," said Finkelstein. "Merchants will have to improve how they are interacting with consumers - through social networks, websites, search engines, etc."

Finkelstein also believes merchants need to streamline the way transactions are completed online and through mobile devices, and should begin using social as an 'added value' channel rather than as a main site.

Tags: customer experience, customer feedback, Kampyle, social marketing, social marketing tips

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