Using Customer Data to Refine Your Brand Message

Share on facebook
Share on linkedin
Share on twitter

Using Customer Data to Refine Your Brand Message

To thrive as a Cloud business retaining and gaining the trust of customers is one of the key things that make a business thrive.

Understanding and communicating your Unique Selling Point (USP) is a crucial element.. The way it is being conveyed to your customers is consequential to your company and has a great effect on your customers’ response to you.

Why is effectively communicating your USP important?

Your unique selling proposition must be lucid enough for your customers/prospects to easily understand as this helps them to fully distinguish your brand and service offering from your competition. It helps you accomplish your marketing strategy which is to make your service remarkable and worthy to be remembered by your prospects.

Efficiently communicating your USP to your customers does not necessarily require internal discussions. In-fact you should look externally rather than focus on internal discussions with your team. You need to know what your customers think, be in their shoes, and know-how they feel about you and your offering.

How to use existing resources to develop your messaging

The idea of diving into customer data may seem time consuming and expensive, especially when you are in the midst of brand refresh or needing to get a new service rolled out. However you will find you already have access to lots of customer data that can be easily collated.

3 easy ways to get customers’ data are:

  1. Marketing and social media: Social media is the easiest and fastest way to get customers’ insight. It’s fast and easily accessible. It goes beyond sharing their experiences with their friends and loved ones on social media.  For businesses your customers will be discussing your industry, services, new technology updates etc all across social media and you want to not only be part of these conversations but understand how they feel about things and bring that insight into your business. What do they like? What content gains the most visibility, gets the most positive comments. Are you tagged in posts recommending your offering? Looking into these points will give you a string view of how you are perceived and what your customers value about you.

    Hence, social media plays an important role in getting more customers and easily helps identify areas need to be improving

    To get this data you can invest in a social listening and analytics tool. These will help monitor customers’ responses on social media about your brand message. Look for an analytics tool that can help you group and filter all of your customers’ reviews in a way that you can easily put them in good and immediate use. These tools take a lot of the legwork out of collating data across platforms however if you aren’t ready for that invest you can go to each platform individually. Each channel has its one analytics & insights that can often be exported so you can have a single view of your results. This will allow you to gather the information in one place – however there will be a little more time in setting this up.

    Once you have your data in one view you can easily see what content is performing well and review the synergies – is it around a similar service? Is it around your innovation? What is gaining the most traction?

    2. Your customer service team: Customer service is a means for you to communicate with customers about how your services help them and manage complaints or feedback. It could also serve as an effective means to review your customer’s perceptions about you and your brand.

    If your customer service team are having to answer the same questions again and again then you may need to look at the messages you have out in marketing. If there are similar complaints being raised then that should be a source to review not only the issues but how you can communicate when these issues have been solved. Does your customer service team keep logs of queries and complaints? Take a dive into these or set up time to speak to the customer team to get their view on what the common issues might be – they are the closest to you customer and will have invaluable insight.

    Along with speaking to your customer service team take a look any survey data you have. At the end of a project do you send out feedback forms? Or customers satisfaction surveys once a year? Make sure you look at these carefully. If overall you are getting good feedback it is tempting to think all is well there are key insights to be found when you look closely. Look at those that rated you as ‘excellent’ vs ‘very good’ –what would move those customers from ‘very good’ to ‘excellent’? This can sometimes be down to expectations set when a customer first signs up then not aligned to what they get. If this is the case then how can you ensure a clearer brand message ahead of onboarding. The same can be said for negative feedback – even if in small numbers there is sure to be some insight in how you can better communicate your offering.

    3. Your Sales team:  Your sales team are the group that will be living and breathing your core brand message and you may feel therefore that their role is then to effectively communicate it once you make any changes. However as with your customer service team they will have first-hand access to customer and crucially, potential customer, feedback. Speak to them about what messages and tactics secure more business, it may be a surprise or reinforce what you know. But some unique insights can be gained as well from finding out what hasn’t worked. Do you set yourself apart with the range of services, but your sale team say they are losing out to more niche competitors? You may need to update your messaging to highlight not just the breadth but depth of your offering as well.

    You know what makes your cloud business unique, what makes you ‘you’. However, without looking at customer feedback you can’t know if this is being communicated effectively. Get to know what thrills your customers but also get to know what they dislike as well, and feed this back into your updated brand messaging.


The massive uncertainty around COVID-19 has fixed some companies—and managers—in place, making them unable to react quickly to the changes affecting their business. But for others, it’s been a catalyst for change and an opportunity to gain new insights about their customers’ needs and to demonstrate their agility to adapt and grow.

One leader who has adopted the latter approach is Keith Choy, the head of the Asia–Pacific unit of GlaxoSmithKline’s (GSK) Consumer Healthcare group. Choy is encouraging his team of 6,000 people to consider the pandemic a call to action, a chance to double down on existing digitalization initiatives and strengthen end-to-end supply chains to even better respond to emerging consumption trends across the 23 Asia–Pacific markets the company serves. All while speeding up the cadence of the company.

In October, Choy spoke with McKinsey’s Kenneth Bonheure and David Schwartz to describe how GSK is responding to COVID-19, how the company is guided by its values, and what global companies can do to succeed in Asia during COVID-19 and beyond.

The Quarterly: Describe the business environment right now. What are you seeing? What are you focusing on?

In October, Choy spoke with McKinsey’s Kenneth Bonheure and David Schwartz to describe how GSK is responding to COVID-19, how the company is guided by its values, and what global companies can do to succeed in Asia during COVID-19 and beyond.

Related Articles

Get The Latest Insights


Drop us a line and we will contact you!
Lorem ipsum text contact lorem ipsum


1600 Pennsylvania Ave NW, Washington

+1 567-678-4590