The BCG Matrix is ​​a framework originally developed by the Boston Consulting Group that strategically measures a company’s potential growth rate and relative market share within the industry. This is also known as the Growth Market Share Matrix. By plotting these factors, you can see which products (or brands / entities) companies need to continue investing in and from which products they need to diversify. BCG Matrix helps you create long-term strategic marketing plans to create more profitable products.

Below are few popular brands and their BCG matrix do check it out.

BCG Matrix of Coca cola

BCG MATRIX OF Pepsi

BCG Matrix of Starbucks

BCG Matrix of amul

BCG Matrix of Nestle

BCG Matrix of ITC

1. Nestle:

Nestle is the world’s largest food and beverage company. The Company has more than 2000 brands ranging from global icons to local favorites, and are present in 187 countries worldwide. Largest in the list of top fmcg brands.

• Revenue: $ 94 Billion
• Country: Switzerland

There are a no. of competitors of nestle in the world and the company always experiments with its product portfolio to beat the competition.

2. Unilever:

With a revenue of $60 Billion, Unilever is considered as one of the top FCMG companies in the world.

The company is headquartered in UK and is 120 years old.

Check out the competitors of Unilever

3. AMUL:

Talking about Indian players, Amul surely makes the list of top FMCG companies in the world and India. The company is well known in India and was founded in 1946.

The unique marketing strategy of amul and the marketing mix of amul is what makes the brand well know.

Also, check out the SWOT analysis of amul.

The four Ps of marketing are the key factors that are involved in the marketing of a good or service. They are the product, price, place, and promotion of a good or service. Often referred to as the marketing mix, the four Ps are constrained by internal and external factors in the overall business environment, and they interact significantly with one another. The 4 Ps are used by companies to identify some key factors for their business, including what consumers want from them, how their product or service meets or fails to meet those needs, how their product or service is perceived in the w

What is Target Marketing?

Target marketing is the placement of an advertisement where its audience would see it. Traditionally, when a marketer sets out to place a spot in the media, he or she will decide which media to target, depending on whether the target audience in that market is in front of the television, radio, or in print. Target marketing, on the other hand, is the placement of an advertisement where its audience would see it. What does Target Marketing have to do with marketing? The main point is that targeted marketing is used to place an advertisement where the audience will see it. This is ideal when the company wants to create awareness of a new product or service, but does not want it to directly advertise that same product or service in the same media as the company’s competitors.

The 4 Ps of Marketing

The four Ps are the basic rules and goals for all marketing activities. In recent years, the four Ps have been replaced by what the best marketing professionals refer to as the Podium Approach to marketing. This is based on the 4 P’s formula, which is adjusted and extended to include other crucial factors such as demand, price, promotion, and place. The Purpose of the 4 Ps The key objective of the 4 Ps is to attract customers by way of the strength and desirability of the product or service. According to Heinz, a long time ago, a quality product needed to attract a loyal customer base. The quality of a product that is no longer top-notch would lose that customer base and that would result in lower profits.

The Product

The product is the subject of all advertising and any other communications that help to sell a good or service to consumers. This is why it is important for a company to market its product as effectively as possible, considering that many things can affect its success. For example, if you want to sell a product for a competitive price, you have to charge the price you are comfortable with, not what a competitor charges or what your product is supposedly worth. In addition, if you want to attract a young generation of consumers, you cannot use the same type of marketing that was used in the past. Consumers today are highly educated and they demand something different from most marketing messages.

The Price

The product or service price ranges from the cost of goods and service to the manufacturer’s markup. The price is the reflection of the extra cost of producing a good or service. It is the price that the market demands. But, it is not the price that a manufacturer sets. The price is just the indicator of what a consumer may be willing to pay. The lower the price is, the more demand the product or service will get. The higher the price is, the more consumers are satisfied with the product or service. The Price not only reflects the cost of production but also the cost of advertising and promotion. The Price is not just what the consumer is going to pay. It is the price in relation to the benefits that the consumer may be willing to pay.

Price Perception

Price perception is often linked to price positioning. For instance, you will not drive sales if your product is too expensive. When choosing a price tag that is high, your business is more likely to risk its reputation in the market than gain new customers. Many companies make the mistake of inflating prices instead of not adding any value or trying to do something great to their products. If your business is willing to create some value in the product, it can be sold at a lower price. The cost of doing this is to get paid for the difference between your actual selling price and the amount of value you can add. Price positioning: How high of a price should the product or service be sold at, and what customers should be able to expect?

Positioning the Price

There is a common assumption in business that with greater product or service quantity, the product or service price should go down, thus meeting or surpassing the minimum price requirements in your industry. However, this is not always the case because the costs of production, labour, utilities, insurance, sales and marketing, and the impact of competition is greater than the product’s value. Therefore, you must always position your product or service at a good price, which is affordable and competitive in the industry. If your price is too high, your customers will run out of your product or service and will either go for another brand or move to another market to buy the product, thereby killing your business, or even shut down your business.

The Place

The Place (Retail, Wholesale, Service, Private, Manufactured Goods, and Online/Sourcing) in a market place decides what kind of buyers to target. The Place is the only factor that is not actually a question, but a result of the four Ps. For example, it is a Good that consumers find the price reasonable and that they can afford. Conversely, it is a Poor product or service that does not pass the integrity test. Price Pricing decisions are about pleasing the buyers. The basic principles behind the pricing of a good or service is finding a fair price point that benefits both parties and balances supply and demand. And the four Ps should never be disregarded when trying to find the best price for your product or service.

Location, Location, Location!

Understanding where a company’s products or services are sold or delivered is the primary factor to consider when producing an effective marketing mix. Locations such as a retail store, a fast-food restaurant, a service, or an office need to be able to consistently attract potential customers, i.e. customers that have not decided which product or service they want to buy. They are “soft marketing” opportunities. In order to successfully turn soft marketing opportunities into hard marketing opportunities, the company needs to understand the demographics of its target customer, customer preferences, and the economic forces at work in the city or town it serves.

The Promotion

The marketing mix is only effective when the business understands the demand for its product or service. A vital element in this is promotion, the act of selling the good or service. In the context of public relations, promotion is the process of bringing a good or service to the attention of your customers. The purpose of promotion is to generate revenue through word of mouth by creating a market for your product or service through building a trust around your product. In the public relations world, promotion is key because the price of a product depends largely on the level of promotion and marketing. Companies also need to know the level of promotion to attain the desired level of sales.

Advertising Media Options

Agency or independent production An agency is a group of trained professionals who specialise in advertising for various businesses. To determine whether a new advertising campaign is best for your business, it’s a good idea to check out the potential agencies that offer this service by researching their relevant experience and reputation. Competition Check out the competitors in the marketing mix by conducting a thorough review of your customer base. Identify any companies that currently have a strong presence in the marketplace. Identify any online companies that could help you out in targeting your consumer base. Public Relations A public relations agency will help you in providing valuable information about your brand and various activities undertaken to attract new customers.

The BCG matrix is ​​a portfolio management tool based on the product lifecycle theory.

The life cycle of a product is divided into four phases:

In the launch phase, the product is a dilemma, will it work or not?

In the growth phase, the product is a star.

In the mature phase, he becomes a cash cow.

And finally, during the decline phase, it becomes a dead weight (dog).

I come back in detail on all these technical terms in the rest of the article.

The BCG matrix is ​​a snapshot at a time T of your products or product categories. This photo graphically maps your strategic businesses according to their growth and relative market shares.

It is commonly used to determine choices and priorities for managing the product portfolio.

The BCG matrix is ​​more particularly used in B2C.

It is called BCG because it was developed by the Boston Consulting Group in the 70s.

What interest for your company?

The matrix is ​​a strategic tool of the first order. It allows you to define your strategic choices, eliminating the least competitive products and investing in products with a strong future.
The matrix takes into account two dimensions:

• The market share of the relative business on the activity
• The growth rate of the activity

Thanks to the BCG matrix, you can determine priority areas of action, on which type of products to invest in terms of communication or innovation, for example.

How to do it?

First, you must understand the 4 categories that make up the BCG:

• Cash cows: These are the low-growth products or services that have reached maturity. They generate substantial profits and cash that can be reinvested elsewhere. They require little investment. The goal is to make them as profitable as possible before replacing them with new offers.

ex: The DVD player

• Dead weight: they are characterized by low growth and a weak market share. They are positioned in a declining and highly competitive market. They are strategically uninteresting for the company. You can either abandon them or maintain them but without investing so as not to lose money.

eg the video recorder

• Dilemmas: These products or services are highly competitive and do not generate a profit. They require significant cash and investments to improve the competitive positioning of the company. In this case, the dilemma is to anticipate the future of the market and the need for investment. The question is about maintaining them through investment or abandonment. Indeed, dilemmas can either become dead weight or cows to milk.

eg the recorder DVD player

• Stars: These products are characterized by strong growth and strong market share. They require liquidity to support the growth of the market and ensure the dominant position of the company. Highly profitable, these products can be self-financing. Nevertheless, we must not forget the competition that is also eyeing the market. The goal is to turn these stars into milk cows.

ex: Blu-Ray DVD player

There are few case studies which are worth mentioning like BCG Matrix of Apple that one should check out before building one’s own BCG Matrix.

Before you start

Once your analysis is complete, you can establish your strategy, goals, and budgets for each product or category of products.

Warning ! Synergies between different portfolios of your company’s products are not possible within this matrix.

Likewise, growth and market share factors are not always enough on their own.

Analysis of the two parts of a BCG

1. The market growth rate. This is the strategic business area. It is measured from the available statistical data and is used to analyze the dynamism of the activity.

2. The relative market share is evaluated by its relative weight compared to its largest competitor. This will give an estimate of the competitive position of the company.

When these two measures are determined, the BCG model makes it possible to present all the activities on the matrix.

Realization of a BCG matrix

In order to be able to carry out a BCG matrix, it is first necessary to be able to estimate some data:

- The size and evolution of the market of each of the strategic business areas (DAS).
- The market share of the company in question, but also that of the most important competitor for each field of activity.
- The annual turnover of the company in each field of activity.

After analyzing the two parts (growth rate and market share), we see the y-axis (growth rate in two categories, strong and weak) and the x-axis (divided market shares). also in 2, strong and weak). Thus, the matrix is ​​divided, itself into four sectors:

1. The stars = high relative market share for a fast-growing market.
   2. Cash cows = high relative market share for a sluggish, still maturing or declining market.
   3. Dilemmas = low relative market share for a high growth market.
   4. Dead weight = relative market share low for a weak growth market.

It is this BCG matrix that will make it possible to judge the balance of all the activities of a company. We must always try to find a certain balance in the matrix through the establishment, possibly, of more relevant strategies. Out of the different BCG Matrix’s that are available, BCG Matrix of Samsung is worth checking out as it explains how the company revamped its business strategy basis the BCG matrix evaluation it did.

The legal battle between the two giants of the mobile market has been the starting point for a quarrel that has only increased over the years and product launches. Apple accused the South Korean company of plagiarism. Indeed, “the Galaxy S2 looked too much like the iPhone 4” and the “Galaxy Tab was visually similar to the iPad”. Apple also accused him of having copied a lot of features and navigation methods. Then began a real patent war in which Apple has long been successful. The two companies have tried repeatedly to reach an amicable agreement, to no avail. This legal fight is not inclined to close quickly.

Some time after the outbreak of hostilities, Samsung inaugurated its marketing strategy to highlight the main weaknesses of its California competitor. Direct comparisons, ironic winks, subtle dedications or questioning of Apple’s brand image, Samsung has mastered the denigration of his rival and does not hesitate to abuse in each of its advertisements.

A different but effective marketing strategy

Apple is valued for its design, a core value of the company. The aura of Steve Jobs still hangs in the brand universe introducing a notion of worship. The reputation of Apple as it is today is based on the desire strategy that it sets up at each product launch. The positioning of apple once formed by Jobs, still reaps its fruits today. The company cultivates the secret and maintains the loyalty of its followers, always more numerous to queue up in front of the Apple Store. Long leader in the smartphone market since the iPhone, Apple has been dethroned by Samsung. The release of the Galaxy S3 marked this gap and the American brand had to reduce the production of the iPhone 5.

In comparison, Samsung’s marketing strategy is tough and powerful. Global advertising , the use of extreme and terribly expensive posters or high impact audiovisual campaigns; the brand wants to be seen to become a leader. In 2013, nearly $ 14 billion was spent on marketing and advertising, enough to put your eyes on it.

Samsung is banking on marketing when Apple plays all its cards on the design of its products.

Its aggressive marketing has enabled it to become world leader and gain the largest number of market shares. From the beginning, the brand stood out with relatively low prices for smartphones with capabilities equal to those of the other side. With a wide range, Samsung devices are more attractive to techies attracted by open source, easy customization of mobile, innovative features and technical capabilities. Recent smartphones and tablets of the brand are now positioned on the high end. The brand positioning of samsung has been such that it has something for everyone which wide array of products.

Samsung, king of comparative advertising

Comparative advertising is complex to implement and can be dangerous for those who use it. Designing an advertisement in which one directly tackles the competitor is double-edged because the message conveyed can be misinterpreted. Samsung has mastered the subject by launching perpetual assaults against Apple.
We remember the advertising comparing the features of the iPhone 5 to those of the Galaxy S3 (otherwise it is here ).
The slogan “ It does not take a genius “ was clearly referring to the Genius , experts of the Apple Store. In addition to the screen of the iPhone voluntarily extinguished, its list of features was much shorter than that of the Galaxy S3.

Will follow a series of pungent attacks still based on the comparison between the technical capabilities of Apple and Samsung products. Among all these videos, we have selected those whose mockery is subtle, or almost …

Read more about the marketing mix of Samsung and its importance.

iPhone 4S vs Galaxy Tab 8.9

When Apple presents the commercial video of its iPhone 4S, Samsung retaliates by poaching the girl discovered in the first spot. Knowing the rivalry of the two companies, the choice of this actress is certainly not a coincidence.

iPhone 5S vs Galaxy S5

In this spot promoting the Galaxy S5, Samsung dwells on the lack of autonomy of iPhone 5S and openly disparages Apple users.

In an airport, iPhone users find themselves back to the walls, forced to connect their mobiles whose battery is emptying too quickly. The owners of Galaxy S5 wander around them and are not at all embarrassed when the battery of their phone announces their weakness by notification. The ad praises the virtues of the “ Ultra Power Saving Mode “ feature that disables connections and shifts the screen to grayscale for longer battery life.

In the same vein: a garden party necessarily gives users of the Galaxy S5 the opportunity to praise the technical capabilities and incredible features of their phone

To be successful on the net, there are different types of marketing channels that you can work with. The most important thing, however, is the optimal collaboration of all online marketing channels. With a combination of the tips presented here you can skilfully exploit the synergy effects of the marketing mix and apply them successfully.

SEARCH ENGINE MARKETING

The race for the best seats in search engine results has long begun. The most used and most effective advertising medium is search engine marketing, which is divided into SEA (Search Engine Advertising) and search engine optimization , also called SEO (Search Engine Optimization). Through this channel, you create a strong presence that is a must for businesses today to succeed. The combination of SEO and SEA measures is a central part of a successful marketing channel.

For a good visibility of your own page on search engines, such as Google, you can optimize your content OnPage but also OffPage . The SEM channel gives you the most effective way to attract potential customers . With many online channels marketing is wastage expected in SEM, however, audiences can be targeted through search queries or appeal keywords. Tools like Google AdWords help identify keywords that are most frequently searched by the user.

CLASSIC ONLINE ADVERTISING

Bring new visitors to your page by placing ads on other websites . Banners are probably the most widespread form of advertising on the Internet that can be switched. But also text / graphic ads, video ads or interactive ads strengthen your own brand. The advantage of this channel is the interpretation according to the target groups.

SOCIAL MEDIA MARKETING

What started as a pure information medium a few decades ago is now indispensable in our minds: the Internet, as we know it in 2015. A not inconsiderable part now defines social media as a synonym for network sharing. Right now we are fully in the “socialization of the internet”. Measures that revolve around the social media channel are an integral part of online marketing. The most popular and largest network is and remains Facebook. In addition to its own website, Facebook can also create company profile pages in order to gain a stronger presence on the net and thus become more visible to search engines

The biggest advantage of such social media strategies is the bi-directional communication with the customer at eye level and in real time. Furthermore, it pushes the image and increases confidence in your own brand or company. Of course there are other social networks besides Facebook that are worth mentioning: Twitter, LinkedIn, Xing, Google+, Tumblr and many more. The type of network that best suits your business can be pre-determined based on your personal target audience and reach. But use this channel! Social network links create traffic and increase conversions in the best case.

VIRAL MARKETING

This online marketing channel often interacts with that of social media marketing , but can also be combined with other channels. The aim is to bind the customer more closely to the brand or the company with the help of a particularly extraordinary marketing strategy. Most of these are creative or interactive web contents that convey a self-propagating idea or message.

AFFILIATE MARKETING

If attendance or sales do not match the idea, it may make sense to partner with a partner to increase it. Using banners or other advertising, you can increase your reach in this performance-oriented channel and pick up your target audience wherever they are.

CONCLUSION

For a successful marketing strategy and now an extremely important part of the marketing mix, it pays off for companies to take a close look at these channels. With an optimized and well-thought-out plan, online marketing channels can avoid wastage and generate target group-oriented and long-term customer loyalty.

Also, read more about the importance of marketing mix.

However, the “yield” of this process is so low that Tony Ulwick says: ( external link on Youtube ) “ Your idea is worth nothing “ — your idea is (ultimately) worth nothing. “If I asked my customers they wanted a faster horse,” says Henry Ford. Or Kodak: In 1975, the company filed its first patents for digital photography, but ignored them. Why? The best customers were interested in the highest quality and highest resolution. Hence the warning from Steve Jobs: “
People often do not know what they want”. The list goes on.

Anthropologists have known it for a long time: we have to deal with people in their terms and not in ours. Transferred to our question: the “voice of the customer” forces people to think in terms of our current solution: “How good is my horse?” But how do companies approach the underlying problems? — Voice of the customer tools are being used by companies to gather customer feedback and to make future business strategies

Harvard Professor Theodore Levitt (1925–2006) said, “ People do not want a ten-bit drill. They want a ten-hole “. People “hiring a solution”, here’s the drill to do a job (English: Job to be Done), namely to
make a hole . So the simple but groundbreaking ( external link ) discovery by Clay Christensen . Osram “enlightens the space”, Nokia “connects people”. These tasks remain unchanged, only the solutions change: fire, candle, light bulb, LED, maybe soon glowing wallpaper, … or smoke sign, a Mongolian horse courier, letter, email, mobile phone, Facebook, possibly someday once again the personal conversation …

So should we stop collecting and evaluating the “voices of the customers”? Definitely not! We just have to understand very well what we are doing: we usually remain “inside the box” of currently available or imaginable solutions. Not that there is no breakthrough ( external link ): “ Breakthrough Thinking from Inside the Box “. However, many breakthrough innovations spring from unspoken customer needs. As a rule, you will not approach them with surveys, but rather with observations (often far more complex). Concepts from the toolbox of innovation such as “Job to be Done” are very helpful.

Learn more about the voice of customer tools and their importance for business and the future building strategies.

Customers say
Laurence Lemeau, Head of Studies and Customer Experience, BMW, said that BMW’s customer satisfaction survey is conducted continuously “whenever a customer acquires a vehicle or takes it to a dealership for A review, a repair.” . 63,000 questionnaires were collected in 2015.
Confirming a trend seen in many companies, she added, “We have moved to a goal of listening to customers and no longer just measuring their satisfaction.”
Optimizations were made to promote the expression of the customer, the collection channel, the form of the questionnaire (more in line with the brand), the number of questions, the space available to express themselves and finally the opening comment field regardless of the given rating. Thus, in 2016 to date, nearly 65% ​​of the investigations include comments at BMW.
Eric Bendicho, B2B Customer Excellence Director, Orange confirmed this trend, summed up by this formula “the essential is in the verbatim” , then added: “Historically, we focused only on KPIs, numbers, notes. adding open questions, we quickly realized that the customer’s voice had to take the lead . “
Second conviction of the leading operator “we must demoyenner” , ie “make segmented analysis in relation to what all customers tell us.To have targeted actions, we map the different battlefields, for example, by sector of activity or level of satisfaction. “
For the youngest company on the panel, iDTGV, customers talk on social networks in
addition to satisfaction surveys, emails and phone calls. “Our employees are
fully aware of this customer excellence and spontaneously come back every day with
comments from our customers.” testified Sébastien BORDIER.

For BMW’s Laurence Lemeau, “the research managers are also in charge of listening to the customer, quality while the customer relationship managers are also conducting studies.The borders are more fluid than before, which is a good thing because we let’s enrich each other. “
Eric Bendicho of Orange B2B, confirms this trend: “We are in the same dynamic We have a customer marketing department, very transverse, on which we are structuring ourselves, with operational profiles, business or customer relationship, that integrates the customer’s voice. “
Sébastien Bordier, iDTGV added “We also tend to decompartmentalize our services, so that the Head of the Study Department evolves towards more marketing assignments.The Marketing Department and the Customer Relations Department reflect together and provide information on the evolution of offers based on customer feedback. all in close collaboration with the Customer Relation Quality Officer who analyzes the verbatim. “

IDTGV’s great initiative to involve employees
What is more powerful and implying for a customer service employee than to carry out the evaluation of a call in symmetry? Asked about listening to the customer, Sébastien BORDIER of iDTGV insisted on the need for
“(…) we have set up a system of double evaluation.In our CRM, the employee must indicate on a scale of 1 to 4, what he thinks is the level of customer satisfaction at the end of the telephone conversation Since 2016, we can compare this self-assessment with the customer’s own assessment via its response to our satisfaction survey.This system allows us to naturally involve our consultants in the quality of the customer relationship. “

The verbatim becomes action
The representative of BMW pointed the first issue: the broadcast of the voice of the customer. “(…) the search for grail is a 360 ° customer vision, shared within the company to ultimately improve and simplify the experience our customers have with our brands.
The voice of the customer is changing the culture of the company at the German manufacturer: “We want to instill a customer centric vision rather than product centric.For me, it means organizing regular meetings where everyone starts around the table to talk about customer and define the implementation of action plans. “

For Eric Bendicho from Orange B2B, customer feedback is a source of improvement: “The advisor who processes a customer’s request is also responsible for taking care of the possible return expressed by the customer.” We then try to capitalize on this customer dissatisfaction to improve our services. “

Laurence Lemeau attaches great importance to the dissemination of verbatim: “(…) communicate to each internal meeting on a number, on a positive verbatim: for the mobilization, it is important to send positive messages to the teams and not not lose sight of what makes our network and our brands attractive. “

Lessons and trends

Of these very interesting exchanges, I retain several lessons and tendencies relating to the voice of the customer:

• Businesses further promote the free expression of the customer.
• Internal services are getting closer and study managers are seeing their scope evolve towards more coordination of the collection and processing of the customer’s voice.
• More and more businesses are relying on voice of customer tools to capture customers feedback.
• Studies are now adding more and more verbatim, part of a trend that leads measurement companies to listen to customers.
• Internal dissemination of the customer’s voice is a lever for capital mobilization.
• Ownership of the approach is facilitated by simple and operational action plans.
• Listening to employees in symmetry is a source of motivation and improvement of the experience.
• Sharing the customer’s voice is a lever for improving the customer experience, in the sense that it allows a shared vision of the customer.

Learn more about top big data analytics tools that are helping customers understand and capture customers feedback effectively.

Until just a few years ago, communication between a company and the customer was generally one-way: companies sent out advertising messages that were passively received by customers, but there was no return channel. Today we carry more computing power in our pockets than was necessary in 1969 to fly to the moon. This undoubtedly also changes our way of communicating. We are networked, able to access information 24/7 and communicate constantly with other users on social media and forums.

New communication channels offer immense opportunities

These new channels of communication offer companies immense opportunities, because what better ambassador is there than a responsible customer who deals with the products and services of a company. And whats better than hearing the voice of the customer, right from their mouth. Thus, studies repeatedly prove that the majority of consumers without prior confirmation by ratings and reviews on the Internet no longer makes an important purchase decision.

However, this confidence effect also entails risks for companies, as the consumer will complain as soon as he has a problem. While negative feedback is not per se bad, consumers often do so in channels where the company does not know about it or has a reasonable response. In the worst case, such messages get out of control, become unobjective and ultimately the dreaded Shitstorm.

What can a company do about it? Quite simply: sell good products, provide good customer service and place the customer with his needs and expectations at the center of entrepreneurial activity. Easy to say, right? What a company can and should do in any case is actively interrogating and responding to customers. Just as we should not take our hands off the road while driving a car, it is just as essential for companies to proactively and comprehensively take the dialogue with the customer into their own hands.Companies should look into some nice voice of customer tools that are available in the market to understand what their customers want clearly.

Also read about how data preparation tools help in collating customers feedback

The customer voice as a mini-seal of quality

We Consumers want to get in touch with businesses easily and quickly. Not only after the order, but ideally at all contact points of the so-called Customer Journey, This gives us the opportunity to engage in continuous dialogue with the company while the company understands our customer experience holistically. Last time we complained a little, we want the company to remember it in the future. How about, for example, asking instead of a referral rate, specifically and with reference to our latest feedback, for example, whether the delivery could now be improved after our complaint. It would make us feel understood, valued, and likely willing to act as brand ambassadors when asked about online ratings. Thus, every customer voice becomes a kind of mini-seal of quality and increases confidence in a company or brand in addition.