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 and photos, with a comfortable grip”). Among the results was an increase in the click-through rate for banner ads. Customer feedback gathered online also led to the redesign of other products.

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