Listening to and Using Customer Feedback
Global manufacturer 3M has collected thousands of reviews and comments from more than a dozen retail sites and mobile apps, as well as Facebook postings, using them to improve marketing campaigns or create new ones. In one case, the company’s Precision Ultra Edge nonstick scissors were selling below expectations. 3M changed its product copy, quoting the language consumers used online (“they’re great for cutting fabric … [ Read more ]
Author: Matthew Egol | Source: “The Social Life of Brands” | Original Publication: strategy+business | Subjects: Customer-Related, Innovation, Market Research, Marketing / Sales