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Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today's Consumer-Driven World
In today’s Internet-driven world, customers have more power than ever. Through what interactive marketing expert Pete Blackshaw calls "consumer-generated media"—blogs, social networking pages, message boards, product review sites—even a single disgruntled customer can broadcast his complaints to an audience of millions. Blackshaw shows managers, marketers, and business leaders how to establish and maintain credibility for their brand by being authentic, listening and responding to customers, and forming relationships built on openness, transparency, and trust.Filled with stories based on his experience working with Fortune 500 brands such as Toyota, Dell, Nike, Sony, General Motors, Hershey, Unilever, Nestlé, Lexus, and Bank of America, Blackshaw offers a clear strategy to sustain a competitive advantage by creating enduring, loyal relationships with today’s consumer.
- GenresBusinessNonfiction
187 pages, Hardcover
First published January 1, 2008
8 people are currently reading
100 people want to read
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Displaying 1 - 22 of 22 reviews
June 25, 2015
This was a difficult book to rate because while it contains some solid, timeless advice, much of the tactics are dated. It's a quick read (or in my case, listen), but 2008 is ages ago in online communications so there are newer books that are probably more worth the time.
September 10, 2021
A decent book on customer relations, aimed at large brands. It's not very relevant to small businesses like mine. The principles of credibility apply, as well as some of the tactics, but many of the issues are ones that small businesses don't face. It was published in 2008, so some of the websites and technologies mentioned are dated.
It talks about how consumers have gained power thanks to the Internet, and how that has made company credibility even more important. It tells how to manage consumer expectations and provide service that meets their needs.
The author was a co-leader of the first interactive marketing team at Procter & Gamble. He created Planet Feedback.
The book frequently mentions CGM, which is consumer generated media: the online word of mouth created by consumers.
I was expecting a book that was more focused on customer service. This book has a much broader scope that includes marketing and reputation monitoring.
Notes
Introduction
Some of most viral and damaging complaints are about gap between brand promise and brand reality.
Trigger issues such as billing, employee behavior, rebate policies win hearts or spark outrage.
The Credibility Of The Commons And The Core Credibility Drivers
Credibility is only valid currency in marketplace.
Credibility is product of 6 core drivers:
1. Trust
2. Authenticity
3. Transparency
4. Listening
5. Responsiveness
6. Affirmation
Trust
Perhaps most critical driver.
Confidence, dependability, faith in company or product.
Achieved through honest, ethical, straightforward, consistent, predictable business practices.
Consumers trust each other far more than companies and brands. They distrust marketing techniques used by brands.
This is the driver most closely linked to performance (of product).
Your products or services must deliver as promised.
Communication must be honest, straightforward.
Your website must contain trustworthy, useful info.
Brand websites are 2nd most trusted source of info, after word of mouth.
Authenticity
Real, sincere, consistent, genuine.
Especially important in digital age.
Speak in a genuine voice.
Don't be manipulative.
Show that you truly care about customer.
Transparency
Willingly make disclosures in advertising and packaging. Make fine print larger, labels easier to read.
Listening
Be approachable, invite open conversation, encourage feedback, embrace 360° listening (absorb input from all directions - internal, external, CGM).
Include URL of feedback form in all marketing materials and at point of purchase.
Humanizes your company.
Forms foundation of relationship- and loyalty-building.
Consumers are far more favorable to brands that show interest in hearing what consumers have to say.
When customers think you're not listening, they'll post thoughts elsewhere.
Responsiveness
How well you address, react to, and manage consumer feedback.
Consumers are more motivated to give feedback on a customer service website when the company has been unresponsive. When the company responds to comments and complaints, consumers are overjoyed.
CGM, credibility in marketing
Billing stirs high levels of consumer emotion and word of mouth. It's most viral issue for some companies.
It's not enough that products and services perform. Credible companies are ones that understand how emotions drive or kill business. They measure and manage consumers' emotional responses.
Credibility And Your Website
Communicate fine print messages in more open medium (e.g., video, podcast).
Progressive Insurance shows competitors' rates on its website. This may cost them business in short term, but in long term it gives massive credibility.
Allow negative reviews to be published. Acknowledging criticism lends more credibility to positive reviews.
Content created by other consumers has an unusual, raw, creative twist, and seems more trustworthy and credible than content created by brand directly. Consider using consumer content in your marketing.
Company websites are opt-in, nonintrusive, and informational, so they broker trust with consumers. Company websites are among most trusted advertising vehicles; more trusted than TV and radio ads, product placement, banner and search ads, customer testimonials, news stories, other ads. 55% of of consumers say the company website is 1st place they'd look for info about company brand and products.
To get consumers to talk about your site, content must be useful, timely, sticky, inviting, engaging, deserving of being shared, easy to find, relevant, consistent with company positioning, actionable.
Use video to counter negative CGM (crisis, rumors, etc.). It can drive or reinforce deeper emotional connections, and convey greater authenticity and sincerity than text. Video is highest-return vehicle if you have something important to say, clarify, defend.
Credibility in product, consumer affairs, troubleshooting
Consumers who exercise feedback channels (e.g., fill out feedback form or call customer service) are those who create media (online word of mouth).
It may be worth shifting dollars from paid media and advertising to consumer affairs. Investing in customer service brings credibility, loyalty, business results.
Loyalty isn't enough; you want advocacy. Judge yourself by what consumers say about you online.
Companies are the ones being monitored for quality purposes.
It talks about how consumers have gained power thanks to the Internet, and how that has made company credibility even more important. It tells how to manage consumer expectations and provide service that meets their needs.
The author was a co-leader of the first interactive marketing team at Procter & Gamble. He created Planet Feedback.
The book frequently mentions CGM, which is consumer generated media: the online word of mouth created by consumers.
I was expecting a book that was more focused on customer service. This book has a much broader scope that includes marketing and reputation monitoring.
Notes
Introduction
Some of most viral and damaging complaints are about gap between brand promise and brand reality.
Trigger issues such as billing, employee behavior, rebate policies win hearts or spark outrage.
The Credibility Of The Commons And The Core Credibility Drivers
Credibility is only valid currency in marketplace.
Credibility is product of 6 core drivers:
1. Trust
2. Authenticity
3. Transparency
4. Listening
5. Responsiveness
6. Affirmation
Trust
Perhaps most critical driver.
Confidence, dependability, faith in company or product.
Achieved through honest, ethical, straightforward, consistent, predictable business practices.
Consumers trust each other far more than companies and brands. They distrust marketing techniques used by brands.
This is the driver most closely linked to performance (of product).
Your products or services must deliver as promised.
Communication must be honest, straightforward.
Your website must contain trustworthy, useful info.
Brand websites are 2nd most trusted source of info, after word of mouth.
Authenticity
Real, sincere, consistent, genuine.
Especially important in digital age.
Speak in a genuine voice.
Don't be manipulative.
Show that you truly care about customer.
Transparency
Willingly make disclosures in advertising and packaging. Make fine print larger, labels easier to read.
Listening
Be approachable, invite open conversation, encourage feedback, embrace 360° listening (absorb input from all directions - internal, external, CGM).
Include URL of feedback form in all marketing materials and at point of purchase.
Humanizes your company.
Forms foundation of relationship- and loyalty-building.
Consumers are far more favorable to brands that show interest in hearing what consumers have to say.
When customers think you're not listening, they'll post thoughts elsewhere.
Responsiveness
How well you address, react to, and manage consumer feedback.
Consumers are more motivated to give feedback on a customer service website when the company has been unresponsive. When the company responds to comments and complaints, consumers are overjoyed.
CGM, credibility in marketing
Billing stirs high levels of consumer emotion and word of mouth. It's most viral issue for some companies.
It's not enough that products and services perform. Credible companies are ones that understand how emotions drive or kill business. They measure and manage consumers' emotional responses.
Credibility And Your Website
Communicate fine print messages in more open medium (e.g., video, podcast).
Progressive Insurance shows competitors' rates on its website. This may cost them business in short term, but in long term it gives massive credibility.
Allow negative reviews to be published. Acknowledging criticism lends more credibility to positive reviews.
Content created by other consumers has an unusual, raw, creative twist, and seems more trustworthy and credible than content created by brand directly. Consider using consumer content in your marketing.
Company websites are opt-in, nonintrusive, and informational, so they broker trust with consumers. Company websites are among most trusted advertising vehicles; more trusted than TV and radio ads, product placement, banner and search ads, customer testimonials, news stories, other ads. 55% of of consumers say the company website is 1st place they'd look for info about company brand and products.
To get consumers to talk about your site, content must be useful, timely, sticky, inviting, engaging, deserving of being shared, easy to find, relevant, consistent with company positioning, actionable.
Use video to counter negative CGM (crisis, rumors, etc.). It can drive or reinforce deeper emotional connections, and convey greater authenticity and sincerity than text. Video is highest-return vehicle if you have something important to say, clarify, defend.
Credibility in product, consumer affairs, troubleshooting
Consumers who exercise feedback channels (e.g., fill out feedback form or call customer service) are those who create media (online word of mouth).
It may be worth shifting dollars from paid media and advertising to consumer affairs. Investing in customer service brings credibility, loyalty, business results.
Loyalty isn't enough; you want advocacy. Judge yourself by what consumers say about you online.
Companies are the ones being monitored for quality purposes.
October 28, 2018
This is an older book, but much of it still rings true. In life the negativity takes more attention and energy no matter how positive we are. The author cites examples of how one angry customer can do a lot of damage to a company's creditability. The companies that weather this the best have systems and protocol in place to address negative feedback and address it quickly. When a company's response is generous but late it doesn't have as positive of an impact as if they had done less, sooner, to address the customer. This is a quick, insightful read.
October 16, 2017
Keep the golden rule at the forefront. Slightly dated information with a few small principles to keep in mind.
June 19, 2019
It's outdated and representative of the typical, self-righteous bullshit that comes out of P&G. If you SOMEHOW stumble upon this book, don't bother.
November 17, 2019
Outdated self promotion on how to manage a company reputation online.
November 24, 2008
I really enjoyed this book. Very eye-opening and engaging. The author makes relevant points about engaging with your customers via the Internet and the consumer generated media, that is really the norm these days.
It’s a small book, but packed full of useful and relevant tips and hints of how a company should respond to CGM and how to become a transparent organization. I’d recommend it to anyone in charge of marketing, public relations, customer service, or the director of an organization.
It’s a small book, but packed full of useful and relevant tips and hints of how a company should respond to CGM and how to become a transparent organization. I’d recommend it to anyone in charge of marketing, public relations, customer service, or the director of an organization.
July 15, 2014
Took me a while to finish, but nevertheless the book is interesting and informative.
The power of social media has strengthened consumer generated media. I have learned from a professor of mine that consumers now dictate their wants and needs, unlike before that companies still have the power to influence.
Blackshaw gives great key points followed by real stories from companies that have either done great or not.
The power of social media has strengthened consumer generated media. I have learned from a professor of mine that consumers now dictate their wants and needs, unlike before that companies still have the power to influence.
Blackshaw gives great key points followed by real stories from companies that have either done great or not.
February 18, 2016
In his book, Pete says "Now more than ever, consumers own our brands, our messages, and the conversation about how, where, and if they invite our brands into their lives." Pete says that we as marketers need to rethink how we connect with a new consumer audience that not only has greater knowledge of what's going on with our brands; but the means to spread their brand experiences to the world via the Internet. I highly recommend this book for anyone in marketing.
September 25, 2008
I blogged about it in my "scratch pad" blog here. While it is mostly a book for businesses, I think it has a lesson or two for libraries and librarians as well, which is why I picked it up and ended up reading it. I borrowed it from my library.
March 22, 2009
Pete Blackshaw captures the need for excellent customer service in this book. As we explore social media which allows our conversations to be shared with thousands of our "friends" or "followers", this need will only grow.
Excellent case studies, easy to follow, compelling arguments. I recommend this book for business owners, public relations professionals and marketers.
Excellent case studies, easy to follow, compelling arguments. I recommend this book for business owners, public relations professionals and marketers.
October 17, 2012
You want to have lots of valuable statistics and tips on how to make social media into a relationship builder between you and your customers? This book is for you. You need to know how to make relationships, trusting relationships even, with the people your new marketing reaches. That means putting customer service in a place where they serve as the bright shining faces of your brand.
May 30, 2016
Interesting the psychology of what gets testimonies that are beneficial.
Takeaway: ask people that like the product to add to website, or make it easy for them to add comments.
Be sure that if negative comments happen, answer these right away. If at all possible, call the person and clear up the issue.
Takeaway: ask people that like the product to add to website, or make it easy for them to add comments.
Be sure that if negative comments happen, answer these right away. If at all possible, call the person and clear up the issue.
November 10, 2009
This book did not really apply tomy business, so I did not get much out of it. However it was interesting to know that when we are in a store we maybe being watched to see how we react to things and figure out our habbits.
October 23, 2013
What an excellent book on exceeding customer expectations--a thought out book giving everyone a chance to give more and receive more positive and negative feedback and how to use that information to a companies advantage. The author did his homework and it is proven in this customer service book.
November 17, 2008
Mostly things I already knew, but does include a nice list of sites to track customer feedback online in Chapter 3.
March 8, 2010
An eye-opener for all those who want to grow their business
July 30, 2011
Amazing point that is overlooked by so many companies. This is a new era of customer service with social networks.
July 29, 2013
Fairly basic overview considering it was written five years ago (things are moving quicker than ever!). May be useful for someone new to the field and/or of an older generation.
June 10, 2011
Listen to your customer's! The rest you will have to read about in the book!
May 2, 2017
Some valuable ideas
March 6, 2018
A bit dated in some parts but the overall message is very true today. Companies need to listen to their customers and give them gold-level customer service... or else. Beware the disgruntled customer who takes to social media about you.
Displaying 1 - 22 of 22 reviews