Using customer reviews to improve your brand

Published May 8, 2014 at 6:57 am

When it comes to developing a marketing strategy, listening to customer feedback is crucial. If a customer is pleased (or displeased) with a product, there are many ways that they will let a brand know. Through social media, consumers are able to express their opinions about a company or product openly. These comments can be a great resource for companies that want to improve their product and marketing strategy, if they are willing to listen.

Red Roof Inn is an example of a company that recognizes the value of this feedback, as the company has recently spent $150 million on renovations to its properties. According to Adage, Red Roof Inn’s CMO receives every Trip Advisor review about the hotel on her phone. By paying attention to reviews, the company was able to make the decision to go through with renovations.

The main focus of this effort is to give the brand more appeal to the millennial market. Millennials, who are widespread users of mobile technology, use the Internet to post reviews. Since Red Roof Inn was tuned into this, they were able to learn what customers wanted and didn’t want, and make the necessary changes. Some of these changes included changing the carpeted floors to wood, and installing additional power outlets to allow customers to easily charge their many devices.

In addition to improving the customer experience, these upgrades will allow the Red Roof Inn to change their pricing, raising their daily rate to eight percent more than it was previously. The company has also incorporated a mobile truck tour that showcases the redesigned rooms as part of their strategy.

By incorporating customer listening into their marketing strategy, Red Roof Inn was able to learn what they could do to improve their brand, and make a plan to implement these changes.