User-Generated Content, Social Networking and Dialogue
Today, the digital network is about user-generated content, social networking and dialogue, providing strong channels for businesses to have direct relationships with prospects and customers, making the transition from an e-business platform to a “me-business” or “we-business” model. Companies who choose to be active and participate in these conversations are those who realize and respect the true power of the customer.
Because prospective buyers now place higher value on recommendations by other users rather than on corporate promotional materials on the web, smart companies will leverage this knowledge in order to better help these prospective customers with their purchase decisions.
If invited, a business might be surprised to find how many of its customers are more than happy to give feedback on their experience with a product, service, or solution that you offer. Pick a product, service, or area of interest on your site and start getting content from your customers.
Create a profile on Yelp and CitySearch and link to them with a “customers say it best” link on your website. You’ll want to monitor these profiles so that if you receive negative feedback, you can take the opportunity to post a reply stating how you’ve taken action to rectify whatever the issue was, thereby turning a negative into a positive.
