I don't need to tell you that positive customer reviews are one of the most valuable levers for online brands. Instead, I'd rather tell you about how we recently used negative feedback to fix a month-long FU** UP!

But what had happened?

One of our best-selling products was experiencing uncharacteristic complaints. Our Customer Success Team, which systematically evaluates customer feedback using various tools, is always on the lookout for patterns in reviews and customer tickets that keep recurring - so it was with this problem: our filling material, recycled Styrofoam, which is used as padding in the package, was said to be of poor quality, crumbled in the box and subsequently flew all over the place. 😠

As we had not had this problem in the past, the Operations Team took over the communication to the manufacturer, who then checked their entire supply chain and BINGO! found out that over six months the correct quality grade had been ordered but the wrong one had been delivered to them.

Annoying! But without the feedback from our customers, we probably would have found out about this issue much later, the customer experience would have suffered further and the product could have lost its market position. The few negative feedbacks we received due to the wrong styrofoam were professionally appeased by our customer service through transparent communication and compensation. 🤝

This learning is just one of the topics I had the pleasure to discuss in a dialogue with Ingrid Lommer at the Marktplatz Convention 2022. You can read more about my strategies for the future direction of mokebo and the most important takeaways from our talk in short form at INTERNET WORLD . As always, you can find the link in the comments. ⬇️

In which situations have you particularly benefited from feedback from your customers?