3
Sep

Your customers have a say about your products and services. They are willing to express themselves and even let others know what they think about you.

This has been going on for many years, but during the last ones, this trend has exacerbated: Customers do want to be listened, and actually have more credibility than most of the media and advertising you can do. So, if this is the case HOW DO YOU MANAGE YOUR CUSTOMER CRITICS AND REVIEWS?

not-listening

Some companies just ignore them. This is not only the case of companies that are not facing any competion (monopolies) , but also the one of many old fashioned business that pretend to know what is best for their customers. Should the latter have any complains, they will simply do not do anything about them.

Others, which are the majority, let whoever is in charge of customer relationship management (be it commercial people or customer care departments), take note of the feedback, congratulate themselves for the good one, and send nice apology letters when they get some critics (just think about how many times you have placed a complain and you just have got in return a polite letter apologizing).

You can also find companies (a minority as a matter of fact) that do something else with them: They analyze systematically the critics received, filter them, analyze them and act consequently. This will actually become feedaback and information for refining existing products and services, or coming up with new versions that will ensure the right customer experience.

do-not-ignore

Another option is introduced by companies that launch Beta versions of their products, unended products launched exclusively for a panel of experts that will polish it with their critics and ideas till getting something really valuable and contrasted.

The companies that do view themselves as smarter than the rest of the world, try to manipulate them. Yes, manipulate them y making them up in order to ensure that the right messages are converyed to the target group. Manipulation that is very likely to be eventually discovered, as it happened to Vichy in France when they created a fake customer that poured in the web the expected reniews and messages…

listen-carefully

Of course, we cannot leave apart Celebrity. Which is similar to the former in the sense that you are using someone (in this case someone well-known and respected) to pass on the information you want and silence what other customers might have to say.

Product and service reviews by experts could also be included in the list. I personally strongly doubt about the objectivity used by most of these experts, but as long as the expert has a reputation, it works fine. Traditional reviews and losing ground to digital based ones (such as blogs).

And last but not least, you can publish openly what your customers say. Agressive and risky? Could be, but you will gain credibility and your customers will be able to acknowledge what they will be up to. In this regard, you can find Canon USA, which is publishing openly the pros and cons that his customers find to their cameras (Canon USA Customer Reviews). Cynics will say that there is also manipulation here through the filtering introduce, but so far it is helping Canon to strengthen their credibility and leadership in the camera industry.

transparent

WHERE ARE YOU IN THE PICTURE? ARE YOU IN THE TRANSPARENT OR THE OPAQUE SIDE? Think about it, but remember that this is the era of open information and customer engagement.

THINK DIFFERENT!!!

Ignacio Gafo

Comments

Alex Harrison September 4, 2009 - 11:56 am

Ignacio
You have made some interesting points but I would like to pick you up on the last one regarding “being open about the pros and cons” and you used Canon as an example. My own group of companies does the same thing and we are in the very difficult area of financial services. We started our group blog in June and allowed anyone to post any comments, good or bad, about our service. The first few days we got bombarded with comments and a lot of them were very negative but we persevered and in August we checked our stats and visitor traffic to the website was up by almost 72% and our group wide business had increased by almosr 41%

Don’t forget, this happened during a recession and we never expected it to work this well, if at all as it was just a trial. I would suggest that every business owner should bite the bullet and try and enagage with their customers and listen to what is being said about them on the net. Criticism is hard to take but if it is constructive criticism, you can improve your service which is exactly what we did.

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Bibiana Nunes September 4, 2009 - 3:45 pm

Very interesting subject to bring up. It’s certainly a difficult strategy to place in a business and even though it worked for Cannon, it may not work as well for all other companies. However, it’s worth it to give it some consideration within the particular context that every company has.

Avelina Marshall September 10, 2009 - 11:16 am

Hi,
In my work, I take in requests from the customers and try to solve there problems as quickly as possible. Customers should not be rejected.

Wael Kechli January 19, 2010 - 8:20 pm

I agree customer critic if said publicly should never be hid by the company, that will cause huge PR problems for companies.

One scandal was in 2006 by Sony with the website they created All I want for Xmas is a PSP. The site used a filter that disallowed marketing-related words, including “viral,” “advertisement,” and “campaign.” That filter raised eyebrows, with readers wondering why any blogger would attempt to ban those particular terms.

The blog alliwantforxmasisapsp.com, was supposedly authored by an amateur hip-hop artist “Charlie”–whose cousin, “Pete,” craved a PSP under the tree.

Written in faux hip-hop and Internet lingo, the phony blog, which went live at the end Nov 2006, quickly raised suspicions, some readers conducted a WHOIS search, which unmasked the site’s registrars as Zipatoni.

So Sony released a statement acknowledging that the blog was phony. “Sony Computer Entertainment America developed alliwantforxmasisapsp.com as a humorous site targeting those interested in getting a PSP system this holiday season,” it read. “We’ve now added a posting that provides this clarification to consumers visiting the site.” The company did not comment further.

The authors also admitted they created the blog as a marketing tool. “As many of you have figured out (maybe our speech was a little too funky fresh???), Peter isn’t a real hip-hop maven and this site was actually developed by Sony,” the author wrote. “Guess we were trying to be just a little too clever. From this point forward, we will just stick to making cool products, and use this site to give you nothing but the facts on the PSP.”

After the confession was posted, comments on the site were shut down.

Zipatoni did not return phone calls for comment, but a commenter claiming to be a Zipatoni executive replied to criticism in the fake blog’s comments. “Please know that we approached the client initially with this scenario and they said ‘who cares if people find out? As long as it is funny, we do this stuff all of the time,’” the poster wrote.

Long before Sony and Zipatoni came clean, however, readers had figured out that the blog was likely a fake. For one thing, the wording of posts struck many readers as too over-the-top to be authentic. For instance, “Charlie” described himself as a “designer. artist. Playa,” and “Pete” wrote that he is a “rocker. playa. Hater.”

A number of users posted angry comments on the blog, accusing the creators of trying to deceive them. In addition, pundits in the gaming space lambasted the fake blog. On Penny-Arcade.com, a popular Web comic and blog, Jerry Holkins, who goes by the pen name Tycho, described the promotion as “transparent, insulting, idiotic, and ineffective,” and criticized Zipatoni for hiding the blog’s affiliation with Sony. “When we are not aware of the message, or when the agents of the message misrepresent themselves, we call this ‘deception,’” he wrote.

In this age of digital media the best way is to be honest with the clients by accepting the cons as you accept the pros .

Mark Thompson May 6, 2010 - 1:48 pm

I find understanding exactly what the customer wants invaluable. If you have the ability to react to the customers needs and counteract any negative press I think you will be in a much stronger position. I have experiemented with tools such as brand watch to enable me to react to feedback, both positive and negative wherever that feedback might be. Being in a financial services company offering Guarantor Loans with alot of competition I take this very seriously.

Chris McNaught July 5, 2010 - 5:44 am

Having an open forum and commentary is great for the perception of accessibility from the customers view, but what really sticks in the mind is how criticism is handled by the company involved. Alex’s first comment show the point almost exactly when their comments started off as negative, but his company obviously responded in a way that was favorable to his consumer and grew as a result. Likewise, I have seen other companies react less favorably to criticism – ie get defensive or even block negative comments and lose customers as a result.
People like to know who they are dealing with, using comments makes that possible.
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George Thistle November 19, 2010 - 11:43 am

Just don’t listen, that is the way forward. Carry on in your own little world :)

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I think that it is very important to listen to the views of your customers. It is the only way to guarantee that you are feeding directly into the wishes of your customers and to react to any criticisms they may have. Feedback, regardless of being positive or negative is absolutely invaluable. I work for a finance company – Solution Loans and to stay ahead of the competition we welcome all forms of client interaction.

Alex Mighty September 22, 2012 - 11:34 am

Me parece entender exactamente lo que el cliente quiere un valor incalculable. Si usted tiene la capacidad de responder a las necesidades de los clientes y contrarrestar cualquier publicidad negativa Creo que usted estará en una posición mucho más fuerte. He experiemented con herramientas como marca de relojes para que yo pueda reaccionar a los comentarios, tanto positivos como negativos siempre que la retroalimentación sea. Estar en una compañía de servicios financieros que ofrecen préstamos Garante con un montón de competencia tomo esto muy en serio. http://www.etextloans.co.uk/

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I think feedback is good but the main problem is the number of bogus feedback responses from your competitors. If you can ‘channel’ these out from your website or blog then you will have a better chance of understanding true customer feedback

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the problem with review sites is that only people with bad experiences with a company post comments.
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12 month payday loans April 7, 2014 - 7:41 am

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1 month loans 24 by 7 April 7, 2014 - 8:09 am

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Door collection loans April 7, 2014 - 8:33 am

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Door to door loans April 8, 2014 - 8:04 am

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Cheap fast loans April 8, 2014 - 8:15 am

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Long term payday loans April 8, 2014 - 8:26 am

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No fee payday loans April 8, 2014 - 8:50 am

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12 month payday loans April 8, 2014 - 9:02 am

12 month payday loans that proffer small amount to you to handle the crises situation of finance. You can also extend the fund for further repayment as per your ease. But for it you have to pay a bit sky-scraping interest rates. http://12.month.payday.loans.debitcardloans4u.co.uk

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Door step loans 4u with first choice. These types of loans will be of your first choice when you will come to know how familiar these are with your needs. The lenders of these loans know what a borrower seeks. That is the reason that these loans have been developed by the lenders of UK. There is no need to meet the lender to get these types of loans. http://12.month.loans.doorsteploans4u.co.uk

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Door step loans scheme is a scheme for all of you in situations which you can’t handle with the amount you hold at that time and you need some additional funds to fulfill many of your requirements according to your needs. http://door.step.loans.ez12monthloans4u.co.uk

6 month loan April 12, 2014 - 6:38 am

6 month loan can be attained within a short span of time. The loans are meant for those who need funds to overcome temporary cash needs. Even applicants having severe credit problems can attain the service of these loans. http://i.need.a.6.month.loan.checkcashloans.net

Money till payday loans April 12, 2014 - 7:29 am

Money till payday loans is quite helpful to get quick cash before your payday. By availing instant funds, you can easily handle any financial pressure without any hassle. http://money.till.payday.monthendloans.co.uk

3 month payday loans April 12, 2014 - 7:55 am

3 month payday loans should be explored in order to get quick approval from the lenders on the loan application for urgent cash. These loans are fast source of cash that you need in the same day. http://3.month.payday.loans.onemonthloans.org.uk

12 month loans bad credit April 12, 2014 - 1:09 pm

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Bad credit installment loans April 14, 2014 - 1:49 pm

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Money loans same day April 15, 2014 - 6:08 am

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Instant cash loans April 16, 2014 - 6:42 am

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Same day loans bad credit April 16, 2014 - 6:52 am

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Text for cash loans April 17, 2014 - 8:09 am

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1 month loans 24 by 7 April 17, 2014 - 8:52 am

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Fast cash 500 April 17, 2014 - 12:39 pm

Fast cash 500, as per the name provides you amount ranging up to 500 dollars. These loans have the repayment period of 2 to 4 weeks. This mere amount must be repaid at the given time. http://www.fastcash500xyz.com

1 year loans 24by7 April 18, 2014 - 6:07 am

1 year loans 24by7 is that there is no requirement of physical submission of documents and visit the branches of investor.The only thing a customer requires to do is to apply online for the loan and once it is approved, it comes directly into the customer’s bank account. http://payday.loans.no.credit.check.1yearloans24by7.co.uk

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