Essays on Ways of Gathering Customer Feedback, Social Media Platforms Coursework

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The paper "Ways of Gathering Customer Feedback, Social Media Platforms" is a great example of marketing coursework. Customer feedback is described as the information that an organisation acquires form its customers. In this case, the feedback is often acquired after a product or service experience. In the case of the airline industry, customer feedback is described as the review and information offered by the customers in response to service offered (Fabijan, Olsson & Bosch, 2015, p. 142). This serves as an illustration of the service level and its perception of the customer's end.

This report offers strategic analysis of the role of customer feedback to the airline industry. As such, though the help of peer-reviewed scholarly articles, the report evaluates the alternative approaches through which the organisation can gather customer feedback, the benefits, concerns, and finally approaches through which the organisation can improve its customer satisfaction and feedback collection process. 2.0 Ways of gathering Customer feedback 2.1 Electronic Review Platforms There are different strategies approaches and ways through which an organisation can source and acquire its customer’ s feedback. One such approach is the use of an online review platform the emergence of new technology and internet adoption has facilitated increased electronic communication.

As such, organisations have the option of developing online customer review portals (Ordenes et al, 2014, p. 19). In order to allow for independence, the customers should be allowed free communication with no direct regulation of speech by the organization. As such, through the online review portals, customers are able to express their positive and negative service experience with the airline. On its part, the airline should establish a regular review system may be quarterly or monthly to analyze all the comments and formulate a summary of the all the positive and negative remarks, as well as areas earmarked for improvements. 2.2 Social Media Platforms An alternative to the development of an online review website approach is the use of social media.

Currently, as Fabijan, Olsson and Bosch (2015, p. 147) noted, a majority of the organisations have reverted to the use of the social media platforms as alternative approaches through which to interact with the customers. Therefore, the organisation can collect its customer’ s feedback through social media.

In this case, through setting up accounts such as on Facebook and Twitter, the IT and customer relations department can on regular basis pose updates and information, provoking the customer's reaction. Such information could include a potential service offer, discount and other marketing mix element variables. Similar to the online reviews, the organisations should have an evaluation criterion as well as frequency to ensure the actual representation of the customers’ feedbacks are adopted for inclusion and consideration in strategies and organisational decision-making process. 2.3 Customers Follow-up Interviews An additional approach to collecting customer remarks is through direct involvement with the customers.

This is achieved through a customer follow up strategy, especially fit the most frequent and loyal customer to the airline. In this case, the organization can set up a follow-up interview on its passengers selected in a convenience sampling approach, to ensure that only willing customers offer their feedback. This approach is most suitable for private jet hires and other one-off aviation services offered to the customers. In this case, by comparing a number of similar projects feedback, an organization is able to evaluate not only on the quality of the offered services but also on the consistency of the offered quality, a key pillar in facilitating customer loyalty in the aviation industry.


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