Customer feedback takes many forms and what you do with that information is up to the company. Harvard Business Review author Anthony W. Ulwick outlines a strategy on how to use customer feedback to boost your brand innovation.
Instead of having a customer service centered approach, its taking the whole customer experience approach. Ulwick points out that customers seek to fill voided need with your product or brand. You consumers make the best source of information when looking to expand your brand’s potential. To tap into the customer driven innovation, the brand has to change how it asks for feedback.
Drawing ideas from your consumers means changing what information you are asking for. Typical customer satisfaction surveys cover questions of how the service was, what the customer liked best, etc. Using Ulwick’s suggestions, a brand or retailer would ask the consumer “What would you like the product to do?”. It’s a new approach to taking customer experience into your entire brand strategy, not just ending with customer service.
Read Ulwick’s full report here.
