21 August 2024
The term “customer verbatim” refers to direct comments, opinions and feedback from customers. This feedback can be collected through various platforms, such as satisfaction surveys, online reviews, social networks, or even direct exchanges with customer service. Customer verbatim is a valuable source of information for businesses, providing authentic, unfiltered insight into customer perceptions and experiences.
Deep understanding of customer needs and expectations:
Customer verbatim allows companies to better understand the expectations and needs of their customers. By analyzing the comments, it is possible to identify the strengths and weaknesses of the current offer.
Improvement of products and services:
Thanks to customer feedback, companies can adjust and improve their products or services to better meet expectations. Negative feedback highlights areas needing improvement, while positive feedback highlights what's working well.
Strengthening customer relationships:
By taking customer verbatim into account, companies show that they value the opinion of their customers. This can strengthen the relationship of trust and build customer loyalty.
Optimization of the marketing strategy:
Customer verbatims provide valuable insights to refine marketing campaigns. Words and phrases used by customers can be integrated into marketing content to better resonate with the target audience.
Comment segmentation:
Categorize returns based on recurring themes (product quality, customer service, price, etc.).
Sentiment Analysis:
Use sentiment analysis tools to determine whether comments are positive, negative, or neutral.
Identification of trends:
Look for common trends and patterns in customer feedback to identify systemic issues or opportunities for improvement.
Use of AI:
Artificial intelligence tools can help process large amounts of verbatim data and extract actionable insights.
Case study 1: Product improvement
An electronics company collected customer feedback through post-purchase surveys. Customers have frequently mentioned battery issues with a specific model of smartphone. In response, the company improved battery life in the next version of the product, which led to a significant increase in customer satisfaction and sales.
Case study 2: optimization of a marketing campaign
A cosmetics company analyzed customer feedback on social media and found that its customers often used the term "natural" to describe their expectations of beauty products. The company then adjusted its marketing strategy to highlight the natural ingredients in its products, which led to a better connection with its target audience and an increase in sales.
Customer verbatim is an important tool for any company looking to improve its products, services and marketing strategies. By carefully listening to your customers' voices and analyzing their feedback, you can not only satisfy their needs, but also gain a significant competitive advantage. Integrating customer verbatim into your overall strategy is an essential step to succeed in today's market. By fully exploiting the potential of customer verbatim, your business will not only be able to meet customer expectations, but also anticipate their future needs, thereby strengthening long-term customer loyalty and satisfaction.