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Q&As are used to make business decisions on this basis: from product development to marketing and sales. Customer surveys at Glossier via Instagram Glossier conducts user surveys specifically via the brand's own Instagram channel Against this background, for example, one of the brand's most popular products was launched , the so-called Milky Jelly Cleanser. This is a product that removes make-up and cleanses the skin at the same time. This combines two products in one. Glossier became aware via Instagram that it is difficult for users to need two different steps or products.

The company asked its followers to share on social media how they clean their faces. Based Special Data on this insight , Glossier developed a product that found a solution to this user need. It was created, so to speak, as a co-creation between the brand and its followers. “ If we can delight customers further up the sales funnel and earlier in product development and brand strategy, we are able to create what people really want ,” said Henry Davis, CEO and COO of Glossier. A tip: If you would like to find out more about customer loyalty , I recommend Silja's blog post " Customer loyalty with online marketing - this is how you captivate them all ".



How can I measure the success of my customer orientation? In order to evaluate where your company currently stands when it comes to customer centricity, it is crucial to work with measurable values. Because they enable you to evaluate the success and benefits of your measures. You can use the following long-term metrics for this. Churn Rate (CR) Retaining existing customers is much more lucrative for companies than acquiring new customers. Because the costs of acquiring new customers are significantly higher. The so-called churn rate measures how many of your existing customers your company loses.