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Welcome to Customer Insights, a weekly digest of the most important stories about online reviews, customer feedback, and customer experience. This week: A leadership coach writes that brands must deliver meaning in a customer’s life to stand out.

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Improve Customers’ Lives to Stand Out

The customer experience is more than just being able to sell a product, resolving a customer issue quickly, or providing care and support on social media.

Brands must deliver something truly meaningful to the customer to stand out from the competition, writes Yuri Kruman, CEO of Master The Talk Consulting. 

Kruman argues that using a PR spin to come back from a crisis is no longer a viable strategy. Companies must stay on top of problems every day and listen to their customers to make sure nothing ruins their reputation.

When a customer searches for a product or service online, they want to find a company that is going to make their lives better. For business execs, this means listening to customer feedback, analyzing customer data to gain insights, and taking action in order to foster improvements in customer experience.

Megan Wenzl

Megan is the Associate Editor for ReviewTrackers. She's a writer who is committed to finding useful information to help your business succeed. Megan holds an M.A. in journalism from Columbia College Chicago.