Posts Tagged "Customer"

Priorities and qualities on the rise for Marketing teams.

Obsession with the Customer


Marketing vs Customer google trends interest Eng

There is no doubt about the obsession and interest in the Customer that permeate our companies increasingly in the last 10 years. The constant concern for competition, sometimes sickly, has been far outweighed by a greater focus on the Customer

Retail Marketing has ceased to be a mere department to be integrated into the different activities of the company. In its evolution, this function has had very different focuses and emphasis:

  • Concentration on communication management
  • Promotional activity
  • Creativity and innovation
  • Loyalty programs
  • Ecommerce
  • Data analytics
  • Omnichannel
  • Customer Experience
  • …/…

During one of these stages in retail, marketing attributes were intimately linked to the product to such an extent that the best marketers were the product specialists themselves.

In every Retail company, Marketing has meant something different. It is a clear reflection of the priorities of each business to see what specific activities are included under the versatile marketing umbrella.


Customer Experience. Top priority for Marketers (CMO)


Marketing Priorities Eng


Human qualities best valued for the Marketing team in a highly technological environment

In an environment of strong technological development, it highlights that the most valued qualities for marketing teams are transversal human skills with a view to greater adaptation and creativity in changing situations.


Future skills MArketing Talent eng

Lifelong learning

Getting that within the organization itself, learning is considered as a competitive advantage, will be critical to be able to face the constant changes and appearances of new functions and newly created jobs.

The outsourcing of Marketing activities tends to be reduced and will be used more as a means or tool to implement the new know-how internally with the teams themselves.


Lifelong Learning Eng

Unstoppable increase in spending on Digital Marketing

Digital marketing budgets continue to grow to the detriment of traditional communication.


Marketing spending per area Eng


Functions and Commercial Organisation>>


CMO (Chief Marketing Officers) in action

The Marketing Managers (CMO) have historically had a greater volatility and rotation compared to the rest of the Directors in the companies. His role on the board of directors has been undervalued with respect to finance, operations and technology. In these uncertain times their vision and participation is essential.


Make sure that within your organization Marketing evolves in line with your priorities.
Manage the present well to prepare for a bright future !



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Customer Ratings & Reviews

It’s been two decades since Amazon included the stars and customer feedback at the product level. They have had great development and their future is promising.

Marketing Circular

They have a clear impact on conversion

  • More than 80% of consumers read reviews and ratings online before purchasing a product (store/online). Especially for high-cost, risky products. It oscillates on a large average depending on the product category. There is a clear upward trend of its impact on conversion.
  • Still 30% of retail chains do not communicate any kind of assessments (stars) or comments.
  • At the individual product level, conversion greatly increases after the first 5 reviews and comments become visible.
  • The impact of negative valuations is increasing on chains. 2 out of 3 customers are predisposed to express their negative rating against a bad shopping experience.
  • In 3 out of 4 of these negative cases, the main reason originates from operational elements and is generated after the transaction.


There are already consolidated best practices for its content, communication and implementation

  • Help keep comments from being too brief. A revision with 400 characters has 2.3 timesmoreimpact than another with only 20 characters.
  • Make it easier forother client s to highlight the usefulness or not of that comment. No opinions have the same value.
  • Some negative comments provide credibility and authenticity to opinions. “Too good to beauthentic.” An average product rating of 4.2 – 4.7 (out of 5) is the range with the highest impact in conversion.
  • Set email reminders to encourage post-purchase product evaluations. 80% of ratings are generated by email. Take advantage of optimal periods by product type, from 7 days (for campaign items) to 21 days (e.g. appliances, giving opportunity for use) from the time of the transaction.







Q & A.  Section and User Generated Content

  • Feedback structured and fostered by the chain itself. Segmented based on demographic profile and usage. With an emphasis on those attributes that are key to conversion according to each product category.
  • The latest reviews are always best rated by other consumers and further facilitate an improvement in the SEO positioning of the product.
  • Verified opinions always provide greater credibility than anonymous opinions.
  • Syndicated actions with External Marks and other Partners that make it easier to obtain ratings in less time.
  • The use of content generated by the users themselves (UGC). Use and use of feedback and visuals in the various channels of customer interaction including social networks and conventional media.
  • Accompanying assessments with visuals or videos increases their impact by 4.
  • The customer wants a response to their feedback. Depending on the nature of the incident, quickly within 24-48 hours.
  • Presentation of evaluations not only on individual product pages. Optimize your impact with your selective presence also on home page and product category pages.
  • A Q&A section (detailed questions and answers) on the product page is clearly appreciated by customers and positively impacts conversion


Customer Experience >>





John Lewis


In the future, they will increasingly have an impact on operational improvements, product and customer experience.

Advanced and personalized analysis of all customer-produced content allows you to:


H&M Fitting & Size


  • Decentralization of customer service. Local power with technological support from software tools like  Critizr.
  • Optimal tool to motivate and incentivize the internal teams of the chains. Not always with negative content.
  • Integration within the process to test new products and services.
  • Q&A system that provides interactive conversations  between  the customers  themselves.
  • Close linking for improved client experience  (CX).
  • Greater focus on reviews on fitting and clothing sizes, where there  is a large rotation of models with very short lifespans.
  • Use and communication to engage customers with those improvements/changes already made thanks to their comments.
  • Launch of programs aimed at highlighting the opinions of those customers whose opinion is most relevant to other consumers. Example Amazon VINE program.



Your customers’ feedback provides credibility and trust. The resources used in this area will have a high return.

  • It is not enough to have it… they need to be optimized by incorporating the already proven best practices that are appropriate for each sector. Its coste is relatively low and have clear operational implications.
  • Your development will go hand in hand with improving the customer experience (CX).
  • This positive spiral of confidence materializes into greater conversion.
  • The planned reduction in conventional marketing budgets entails the opportunity for a greater emphasis on digital and social marketing that will facilitate the use of user-generated content (UGC).


Circular and prescriptive marketing: do we take the most of it?





Amazon Q&A


Amazon Q&A2


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Sources: American Marketing Association. CMO Survey, BazaarVoice, Brightpearl, Critizr, NorthWestern University, Olapic Monotype, Power Review, Salesforce Research, Trustpilot


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