I don’t make it a habit of citing Trendwatcher.com at this site, because people who are fanatic about trends probably already read it. But the most recent e-newsletter (available on their web site by clicking here) offered some deep and valuable perspective on the consumer’s increasing ability to review your business, and share their opinion with the masses.
Why is that important? Because that same consumer trusts 90% of the reviews and recommendations that come from people they know… and even 70% of reviews that come from people they DON’T know! (That’s according to a Nielsen study quoted in the newsletter.)
Implications: The Trendwatcher story suggests that, “Reviewing is the new advertising.” In other words, making a customer wildly satisfied (or horribly disappointed) can lead to a free viral campaign… with a trust-factor built right into it!
So, ask how you might maximize the “Review Revolution?” And no, I’m not talking about embedding fake, inauthentic reviews of your own store, product or service. I’m talking about things like…
- How can you identify the “virtual critics,” and bend-over backwards to give them a great experience (just as a restaurateur might cater to a food critic from Food and Wine or the NY Times)?
- If you can’t identify those virtual critics, do you assume every customer could be one? And do you strive to super-satisfy every consumer with whom you have contact? (Remember that satisfaction is not a matter of good company policy; satisfaction lives and breathes in the experience of your customer, in response to the execution of your customer service policy.)
- What could you do to help contain disappointment, and broadcast delight? (For example, “If you have a bad experience, please tell us (we want to make it better)! If you’ve had a great experience, please tell your friends.”) Any hot-headed customer that is allowed to vent in the store is less likely to blow-up when they leave.
- What “dirty little secrets” or flaws might exist in your customer service strategy? Today, facing those issues—and either mending them or making them totally transparent—is the safest approach. Eventually, someone will discover even a discreet flaw in your customer service pattern… and post it on their blog.
- When was the last time you used a secret shopper? Who do you know that might walk your store, "incognito" for you? (Make it someone you trust, someone who will give you useful, constructive feedback, and who can be nearly invisible, relative to other customers.)
- Remember that satisfaction is built on expectation. Scrutinize your marketing to make sure it makes no promises you can’t keep. (Sometimes, disappointment comes more from a customer that over-expects... than from a company that under-delivers.)
It’s almost impossible to please every customer, every day. But considering the influence that consumer has in the digital age… total satisfaction is a goal worth shooting for.
PS: Trendwatching.com is one of the best trend sites on the planet... along side their companion site for business, Springwise.com. But then, that's just a review of my personal opinion.
Mike Anderson
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