5 Ways consumer choices impact brand success

With an abundance of online platforms that give a voice to the customer, what online reviewers think and feel has a profound impact on how consumer choices are made – choices that can have a strong impact on a brand’s chances of success. From search results of a brand name to word-of-mouth recommendations (or warnings), the customer experience (CX) is now often what shapes an image of a brand in the mind of the consumer.

Businesses that prioritize a customer-centric approach regularly come out on top in industry awards such as the Consumers Choice Award by PissedConsumer, Consumer Intelligence Awards and others, which recognize the best-performing customer service teams in the eyes of the customer.

Why is a consumer-focused approach so important to brand success? Here are 5 impacts of CX that can make a big difference to a brand’s fortunes.

1. Online reviews make or break a reputation

Customer opinion is the benchmark of online reputation. Before making a purchase, 74 percent of shoppers will check at least two sources of online customer feedback before they buy. Hence, it’s clear that every brand needs an online review management strategy if it is to remain a desirable choice in the eyes of the customer.

A strong commitment to customer service and active customer engagement builds trust, customer loyalty, repeat business and a healthy public reputation. The family-owned business Priority Tire is one example of how a proactive review management strategy can earn a great reputation in the auto accessories market and gain recognition from customers. Brands that openly address customer concerns showcase a commitment to customer satisfaction that always appeals to the careful consumer.

2. Consumer needs influence brand choice

Understanding the sensitivities of the consumer will often determine which brands take the lead in the market. For example, recognizing the specific needs of their customers, another 2025 consumer award recipient, Support Pets, has prioritized customer needs through the provisioning of always-available, on-demand customer support with a view to forming a solid community around the brand.

Standing out with a clear commitment to what consumers want from a service will break the so-called “analysis paralysis” that consumers fall under when confronted with an overwhelming amount of choices. Businesses that are savvy to consumer expectations will make efforts to align with these specific values and desires and gain valuable recognition for doing so.

3. Long-term success is built on a loyal customer base

Customer trust leads to consumer advocacy. Existing satisfied customers who share their positive experiences with friends and family and on social media are an indispensable asset to any brand. Being seen by many as the most trusted source of recommendations, positive word-of-mouth is a powerful means of establishing a strong public brand reputation and, by that, loyal customers.

The link between brand loyalty and customer base growth underlines the relevance of an excellent customer experience. Companies that deliver on their promises and make a sincere effort to excel in offering the customer convenience, reliability and prompt, empathetic communication will benefit from this grassroots marketing and see the results as a boost to customer numbers.

4. Innovation can have its roots in consumer feedback

Shaping and adapting the product to best meet the needs of the end user is the goal of efficient product development, and the keys to getting this right are to be found among the target market. Customer feedback can reveal gaps, oversights and opportunities for differentiation that are immediately relevant to the customer.

Brands that work with a feedback-focused approach and actively monitor their online reviews will likely discover insight that springboards innovative adaptations and developments - to both products and processes. An approach like this not only empowers the customer, leading to satisfaction and loyalty but also gives a brand a competitive edge.

5. Consumers wants to make their own decision

Consumers like to arrive at a conclusion themselves. Whether this is achieved through their own research on a brand/product through online reviews etc. or from actual experience with a company. Hence, traditional advertising is increasingly seen as dictating to the consumer – telling them what to think - and is received as such.

Peer testimonials, like online reviews, are much more in keeping with the self-sufficient ethos, offering an actual lived experience that consumers can draw from to make their own conclusions. Brands that recognize this will emphasize their public record via online testimonials and rely less on persuasive advertising to draw in new trade.

Customers have the power to elevate brands

Consumer choice is the driving force behind brand recognition and reputation. Businesses that understand their customer base and tune their offerings and customer care operations to their unique needs will be well placed to rise above the pack. Through positive online reviews, word-of-mouth praise, and industry awards, the most customer-centric companies will realize long-term security and success.

Quick links: 

• Leverage consumer trends to enhance customer service processes
• Consumer confidence cracks
• Why customer intimacy is the future of CX