Five Times Customers Asked For Change and Brands Actually Delivered it
By Gemma JoyceJul 12th
Published August 2nd 2017
I was thinking yesterday about how important listening to customers is – it’s a topic that’s hammered into us. Industry press is constantly flooded with headlines on why the voice of the customer is so important.
“How can I lament on this for the Brandwatch Blog?” I asked myself.
Okay, I’ll hold my hands up – I’m quite a fussy eater.
I’m a little like a six-year-old – I’ve got a very sweet tooth and count fries as part of my veg quota.
I’m not a fan of butter on sandwiches, and don’t even get me STARTED on my stance on the tyranny of mayonnaise. This makes buying lunch more hassle than it ever needs to be.
Take today – all I wanted was a nice crispy flatbread with some turkey, a couple of jalapenos for some kick, and a teensy bit of cheese in it.
Now, knowing my local lunch spot well and their delightful habit of throwing pesto into everything, I asked, specifically, at the till, for “just turkey, some cheese and some jalapenos in a sandwich. Nothing else, literally nothing else.”
I saw, with my own two eyes, the guy at the counter write down exactly what I wanted, so was naturally a bit pissed when my sandwich arrived with four slabs of mozzarella in it.
“You didn’t say you didn’t want mozzarella” was an outstanding excuse – a logical fallacy of outstanding quality. I didn’t ask for M&Ms either, but they’re not in it. So they made it again.
It arrived loaded with pesto.
“You didn’t say you didn’t want pesto!” the guy replied, at which point I went full loco and made him get the ticket upon which he’d written ‘no pesto’ not three minutes previously. Third time lucky.
And lo, my sandwich was good.
They’re out there, giving you their unfiltered thoughts and opinions.
You can easily take on board what they’re offering, if you put the effort in. Listen. Improve. Listen more.
It doesn’t need to be so hard – stop being pretentious and stuffing everything with pesto just because it’s different.
Stop only doing four different sandwiches so anyone wanting anything different blows your tiny mind.
And for the love of all things holy, turn down the booming Balearic house you insist on thundering out that stops you being able to hear the all-important voices of your customers.