It's no secret that JC Penney recently changed. The chain learned to listen to you and your needs to make your life more beautiful.
|Scooped by Joachim Scholz, PhD|
By Minjin Jenny Yim:
JCPenney, recognizing it made mistakes in its attempt to re-brand itself last year, has taken a new direction in its marketing strategy, which involved apologetic television commercials and social outreach with the use of a designated hashtag inviting customer feedback.
In 2012, sales plunged 25% after former CEO Ron Johnson eliminated the use of coupons and sales in favor of regular, low prices. This move alienated Penney shoppers who were accustomed to expecting coupons and deals.
In this campaign, JCPenney admits mistakes, shows empathy, listens to customers, states specific changes that will be made, and promises to do better next time. Also, the response was large and immediate. According to Forbes, the hastag #jcpListens was on the top of Twitter’s trending list and its Facebook post received over 50,000 likes and over 16,000 comments.”
This campaign showed that the first step in rebuilding the relationships with customers is starting a conversation with them. JCPenney’s decision to utilize social listening as a tool in engaging a conversation with customers and receiving their honest feedbacks was proven effective. The next step is to actually implement the changes that were suggested by customers and most importantly, to never stop listening to customers.