Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000 by Pete Blackshaw

Author:Pete Blackshaw
Language: eng
Format: epub
ISBN: 9780385526753
Publisher: Crown
Published: 2008-07-08T00:00:00+00:00

1. DO A DNA CHECK.

How do consumers talk about your company? What is the tenor and tone of the commentary? Try to ensure that your communication with consumers is consistent with the focus of the external conversation. Often, a company’s message is out of sync with the issues consumers are talking about online. For example, a consumer may pose a question on a blog that the company simply does not address in its ads, on its packaging, or on its Web site. This is a missed opportunity. Being transparent means being relevant. In order to market with consumers, companies need to constantly keep up with the questions consumers are asking and try to answer them openly and honestly.

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