Undocumented Features

Soapbox Time: What’s the Integrity Level of Your Business?

September 8, 2007 – 9:26 pm

There’s an interesting article over at Church of the Customer on The Customer Review Effect.  It’s very brief and very valuable to anyone out there involved in Sales and Marketing.  The short summary is that having online customer reviews on your business site increases traffic and sales.

Why is this?  I believe that it’s the same reason that the blogosphere is thriving, in particular the areas of the blogosphere that recommend products.  Look at Engadget or Boingboing, for example.  What is this secret reason?  Consumers trust other consumers.  They do not trust companies.

There are, of course, exceptions to the rule.  Look at Google.  Look at Apple.  What makes these companies different?  People believe that these companies are thinking about the consumer, not themselves (whether or not that’s what these companies are really doing, that’s the common perception). 

Companies like Microsoft, on the other hand, people believe are doing wrong, no matter how they try.  Stories got out about certain business practices Microsoft has engaged in over time, and they’ve created a bad rep now.  As always, it takes years to build a good reputation, but seconds to… you know the rest.

So what kind of reputation is your company building?  How much are you doing to show (remember, show, not tell) your clients and potential clients that you care?  That you listen?  That you want them involved?  How much integrity and fairness is reflected in your sales process?  Your customer service?  Warranty policies?  Support policies?

The numbers don’t lie.  If online customer reviews posted by strangers give these kinds of boosts in sales, imagine what word of mouth does for you.  Care about your company’s reputation.  Nurture it.  Support it.  Maintain the company’s integrity.  Pay attention to your customers. 

Like this post? Buy me a cup of coffee.

Popularity: 12% [?]