Você está procurando melhorar a percepção da marca. Como você escolhe os melhores canais de feedback do cliente?

Think of online surveys as your trusty sidekick. They give you structured info but can feel like a homework assignment. Keep them short and sweet, or no one will fill them out.

Mixing up your question types in surveys isn't just about keeping things interesting - it's about getting a fuller picture of your customers' thoughts. Multiple choice questions are great for quick, quantifiable data, while rating scales help measure satisfaction or agreement levels.

Online surveys are your best bet in this digital age. This would allow for the collection of pivotal data for decision-making and planning.

To effectively gather customer feedback and enhance brand perception, it's crucial to select the right channels. Online surveys are a versatile and efficient option, as they allow you to reach a wide audience and collect structured data. Consider using email surveys for existing customers and social media polls to engage a broader audience. Additionally, customer satisfaction surveys can provide valuable insights into specific areas of your business. By carefully selecting the appropriate channels, you can gather valuable feedback that will help you improve your brand perception and drive customer satisfaction.

Start with the channel that is relevant to where your customers are already communicating with you. After identifying which channel that is, ask what brand perception metrics you are going to quantify (if relevant). Then it becomes a case of what tool is going to be used to engage with them (Qual Survey, Review, Quant Form etc)

To boost your brand's perception, start by figuring out where your customers hang out online and what platforms they love. Check out where people are talking about your brand the most, and use social listening tools to keep tabs on these conversations. Focus on the channels with high engagement and real-time feedback, and don’t forget to mix in other feedback like surveys and reviews to get the full picture. Engage with your audience by responding quickly and using their input to shape your strategy. Keep an eye on how these efforts impact your brand over time, and tweak things as needed to stay ahead.

Monitor digital conversation. It's like being a detective. You're snooping (in a good way) on what people say about you online. Low effort, high reward. You might find gold or just a bunch of noise.

Social listening reveals how customers feel about your brand—whether they’re satisfied, frustrated, or excited—providing valuable insights into your brand's current perception and areas for improvement. When you engage with customers based on this feedback, it demonstrates that your brand genuinely cares about their opinions. These positive interactions build trust and loyalty, enhancing your brand's perception as approachable and customer-focused.

Social listening will provide you with details that sometimes you wont be able to acquire otherwise because on social platforms persons are sharing their day-to-day experiences and interactions with brands.

Social listening involves monitoring social media platforms for mentions of your brand, products, or industry. It’s an excellent channel for gathering unfiltered feedback and understanding how your brand is perceived in real-time. Social listening tools like Brandwatch or Sprinklr can help you identify trends, respond to customer concerns, and gauge overall sentiment. This channel is particularly useful for understanding public perception and identifying potential issues before they escalate.

This is like having a heart-to-heart. You get real, raw info, but it can be time-consuming. Worth it though, 'cause nothing beats a face-to-face (or screen-to-screen) chat.

Direct feedback is gathered through one-on-one interactions with customers, either via phone calls, emails, or in-person meetings. This method is ideal for gaining in-depth insights and building strong customer relationships. It’s best used for gathering detailed feedback from key customers or when dealing with complex issues that require a deeper understanding. Direct feedback allows for a more personal touch and can uncover valuable insights that broader surveys might miss.

Direct feedback is also valuable as you are able to collect more details and on the spot explanations that sometimes a simple survey would not provide.

All of these. Everything depends on how much time and resource you have at your disposal. Personally, i find in-depth discussions to be most productive in unearthing actionable insights.

The online testimonials aka customer reviews. They're public, so handle them with care. Respond to both good and bad ones. It shows you care (or don't).

Encourage customers to leave reviews on platforms like Google, Yelp, or industry-specific review sites. Customer reviews are a valuable feedback channel because they offer authentic insights from real users. They also influence potential customers’ perceptions of your brand. Monitoring and responding to reviews helps you address issues, showcase your commitment to customer satisfaction, and improve brand perception over time.

User testing has evolved. We used to gather a group of people in a room, give them a task and observe how they navigated their way round it. And that helped inform UI design decisions to enhance way finding, for example. Today, we have so many tools allowing us to do this virtually and automatically, it's about choosing the right technology for the outcome you're trying to achieve. Use heat mapping / eye scanning to test digital experiences and sensors to test physical spaces. That way you don't rely on internal opinion - where you're all drinking the Kool-Aid - you have hard data to do the talking for you. With quant and qual research, along with virtual testing platforms and physical sensors - the world is our user testing oyster!

User testing involves observing how customers interact with your products or services in a controlled environment. It’s an effective way to gather feedback on the user experience and identify areas for improvement. Choose this channel if you’re looking to refine specific aspects of your offerings, such as website usability or product features. User testing provides actionable insights that can enhance customer satisfaction and, consequently, brand perception.

To enhance brand perception in the Asian market, selecting the right customer feedback channels is crucial. Consider the approach of Xiaomi, which strategically uses social media platforms like Weibo and local online forums to gather real-time feedback from its vast user base. Xiaomi chose these channels because they are popular among its target audience and allow for direct engagement, which has helped the brand quickly address concerns and adapt to customer needs. Additionally, Xiaomi integrates feedback from e-commerce reviews on platforms like Lazada, ensuring a comprehensive understanding of customer sentiment across multiple touchpoints.

Feedback forms can be integrated into your website, emails, or apps, making it easy for customers to provide input at key touchpoints. They are flexible and can be customized to collect feedback on various aspects of your brand, from product satisfaction to customer service. Feedback forms are a great option for continuous, passive data collection, allowing customers to share their thoughts at their convenience.

Antes de optar pelo rebranding da marca, é importante entender como os clientes enxergam a empresa. Exemplos de empresas brasileiras que mudaram o posicionamento por conta das sensações que o público tinha da marca: Havaianas e Natura. Hoje ambas são consideradas cases de suceso. A Havaianas conseguiu se livrar da imagem de marca barata, enquanto a Natura conseguiu conquistar seu espaço sendo uma marca sustentável em uma época em que quase ninguém abordava o assunto. A maior e melhor forma de entender a percepção de uma marca é fazer pesquisas com os clientes, seja por meio de formulários em site, avalição de NPS ou pesquisas de mercado pagas. A percepção da marca só pode ser melhorada quando as falhas são identificadas.