Free Trial

Safari Books Online is a digital library providing on-demand subscription access to thousands of learning resources.

  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint
Share this Page URL
Help

Chapter 5. STRUCTURING OPENNESS WITH SAN... > INVITING CUSTOMERS INTO A COVENANT

5.7. INVITING CUSTOMERS INTO A COVENANT

It is one thing to lay out enforceable guidelines for employees—it is something entirely different to do so for customers. But I think you do need to lay out the ground rules that dictate how you will interact with customers and vice versa. If you give customers a platform, you implicitly trust that the vast majority will act responsibly and respectfully when they write on your Facebook wall or participate in discussion forums that you offer on your site. But you can anticipate the problems that inevitably arise—something goes wrong, a customer is dissatisfied with something, and you end up with a negative review or comment on your site.

Sam Decker, the chief marketing officer at Bazaarvoice, a company that works with about six hundred brands to encourage user-generated content, says the company has had to build its business by overcoming this fear of greater openness with customers. "It's easy to be protective and to avoid critical comment and uncertainty," says Sam. "Everything in the marketplace, everything in Wall Street rewards predictability. So it is a fearful thing from the perspective of corporate America to do something unpredictable, allow whatever customers want to say right next to your brand, right next to your product." Interestingly, people turn out to be quite predictable when it comes to writing reviews—Bazaarvoice found that reviews are largely positive, with 80 percent of product reviews getting 4s or 5s (with 5 being the most positive score). Moreover, the average rating on a product is 4.3 out of 5 across Bazaarvoice's clients.


  

You are currently reading a PREVIEW of this book.

                                                                                                                    

Get instant access to over $1 million worth of books and videos.

  

Start a Free Trial


  
  • Safari Books Online
  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint