Several years after the introduction of feedback analytics, online retailers continue to find ways to put the priceless resource of the users voice to work to increase conversions, sales and customer loyalty. Among the most innovative applications of direct customer feedback is analyzing trends to predict search queries, inform SEO design, adjust merchandising and improve overall marketing ROI.
Lets say an online business selling apparel receives numerous feedback items related to a specific brand of shoe. Perhaps one customer is having trouble finding her size, another customer is requesting a certain color and a third wants to check on a shipping date for the pair she ordered. All three customers have different needs the company can meet by responding to their feedback forms. However, if that is all the company does with that feedback, it has missed a valuable marketing opportunity.
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