In any business, customer satisfaction isn’t something one simply strives to attain, it is intrinsically coupled with the well-being and growth of the company. To stay on top of purchase trends or address dissatisfactions, marketing teams often administer surveys and comb through hundreds of thousands of responses to find needles of profundity in the customer service haystack. In reality, if today’s consumer has a gripe or suggestion, he or she no longer fills out a comment card or a survey. Instead, the customer takes it to the keyboard and posts comments online for the whole world to read. Given the influence of word of mouth (or more appropriately, word of “blog”), your business will feel the direct effects of online reviews - positively or negatively. According to a 2007 Deloitte & Touche study, more than eight in 10 (82 percent) of consumers said their purchasing decisions have been directly influenced by online reviews.1 With the advent of the blogosphere and social-media tools such as Twitter and Facebook, there are more opportunities for customers to voice their opinions, and the circle of influence has grown much wider. Monitoring for these comments must be a core part of your business.

 

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