Listening to customer feedback is the most common demand of brands among Australians, according to survey data from target audience company GWI. Being socially responsible follows close behind, with 49% of Australians wanting brands to do this.

Why it matters

The coronavirus outbreak has encouraged greater customer-centricity from brands in Australia, but this will be short-sighted if companies fail to listen to their customers.

Marketers need to provide clear opportunities for feedback that meet their audience's needs – more group-based forms of communication and feedback, like running customer communities or forums, are less popular among Australians....