Newsletter - Spring 2017
The Power of Consumer Review Sites on Businesses
Helping a client recently to respond to online customer reviews, it reminded me of the instant impact that these Consumer Review Sites can have. Reviews on Trust Pilot, Facebook, Which, Feefo, etc. seem to be increasingly read by consumers before, during and after purchasing goods and services. I've also noticed how these customers also feel free to quote or threaten such reviews in dialogue with businesses.
Many businesses seek to reduce any impact through streamlining complaint handling and tackling problem areas. Businesses are also looking to protect themselves with accreditations through Which, Buy with Confidence, FENSA, Checkatrade etc. Membership of such schemes and customer ratings are being used to illustrate that negative reviews can be one-offs, distorted or simply untrue.
Whilst businesses continue to worry about the impact of official regulators, such as Trading Standards, I wonder if they are now equally concerned about the affect their own customers can have through direct social media posts.
A quick search revealed media articles; - Online reviews 'used as blackmail' - BBC News and research papers; - The Deloitte Consumer Review The growing power of consumers.
A copy of this article can be found on our web-site* www.jmkt-msl.com together with advice on handling consumer complaints.
*New JMKT Website - Check it Out!
Many thanks to valued customers for their feedback, which has incorporated in the redesign of the JMKT Website.
Please take a minute to have a look! Let us know what you think and sign up for our free newsletter?