What I love about this book is the fact that it is so straight forward. What I read about, I have experienced. For instance, many companies have added online reviews for each product they sell, because that is now standard. Just the other day I was shopping on some site (I forget which one) and there was no review function and I was blown away! I do think companies have failed to see the social impact that occurs with these reviews, however.
Here are you questions for this round of book chatting:
1. What do you think of the concept of rating the reviewer as mentioned on page 39?
2. Do you think companies and people underestimate how far conversations on the internet can carry?
3. Page 45 really blows me away. What are your thoughts on the idea that people who hear about a bad shopping experience are less likely than someone who actually had a bad experience to set foot in a store?
4. Any feed back on this quote? What companies do you interact with that follow this philosphy?
Your only choice is to make sure that the experience people have with your company are positive ones. Make good products. Treat people well. Earn their positive recommendation.
5. What is first call resolution? Why is it important?
1. I personally like the idea of rating a reviewer, because gives the customers an idea of the authenticity of the person reviewing that particular product. I know that whenever I buy textbooks online, I always look at the reviews for the seller, because I want to know that that person is reliable and that I will be getting what I ordered.
ReplyDelete2. I definitely think that companies and people underestimate how far conversations on the internet can carry. The example that was shown in class about the Crest tooth paste would be a good example, because obviously Crest probably did not think that that conversation would create so much buzz or even go as far as it did.
3. That comment is quite interesting, because I would definitely think that opposite. I guess that when people read about other individual’s reviews, maybe they think in the back of their mind that that person might have a higher standard than them so then that puts more weight on that negative review. Another possible reason would maybe be that if someone reads a negative review they automatically decide that they don’t want to go to that store, so then they never physically experienced that store or its atmosphere. If someone went to that store and really liked it and just happened to deal with a rude sales person that one time, then they might be more inclined to giving that store another chance because they liked the products being sold. There might be a higher chance of them possibly trying the store again in hopes of not getting the same sales person.
4. I really like that quote, because it covers everything that companies should be doing in order to satisfy their customers. I think that Starbucks really does a great job at that, because the employees are always cheery and really well trained, their coffee always turns out well and if it doesn’t they will fix it for you, and they really seem to be connected with their customers through social media. They will always repost consumer’s pictures of their Starbucks coffee on Facebook, which probably makes those particular customers feel important and valued.
5. First call resolution refers to the number of customers that were satisfied on their first call. It is important, because if a business does not satisfy a customer immediately, then that could lead to negative word of mouth.
1. I like the idea of rating a reviewer because it makes me feel better about making a purcahse decision that I dont know much about. Anyone can write reviews so you never know if what someone writing is actually legit. When reviews are rated then it makes you feel a little more comfortable with making purchase decisions.
ReplyDelete3. When I first read that I was surprised, but then when I started thinking about it a little it made a lot more sense to me. I definately think a personal negative shopping experience plays a huge role in whether a consumer chooses to buy from that store again but I also think other peoples experiences play an even greater role in a persons decision to buy from there again. When I personally have a bad experience I sometimes just let it slide thinking it was a bad day, new employee something like that. But if you hear from multiple people about their bad shopping experiences at the same place, it becomes more real, it makes you think that maybe you shouldnt go back to that store and try an alternative. When other people confirm my suspicions it makes a bigger impact then one bad experience for me.
4. I really like this quote and I think it applies 100% to great companies. An example I would use is Nordstroms. I love Nordstroms and spend way to much time in their store and browsing their website. They have great customer service, and I always feel like they treat me right. They make great products, and anytime I have ever had any issues there has always been someone readily available to help me both in store and online.
1. I have mixed feeling about reviews online. I love them and I hate them. I love because I feel like I am getting an honest thought about a product before I even buy it. I hate them because not everyone has the same thoughts or thought process as I do. And another bad part is that you don't honestly know the person that is reviewing the product.Overall I think they are a great tool to take advantage of as a consumer and as a marketer.
ReplyDelete3. I think that people that are actually IN the bad experience gets involved in a process...I can't remember off right now but we learned the process in Consumer Behavior...It basically states that when a customer has a bad experience the manager will come over and address the situation in a certain manner to correct the problem and therefore they are more likely to come back. And someone that has just HEAR about this bad shopping experience hasn't gotten a chance to even engage in the situation or the correction process. So I can kind of see why someone who has just heard about a bad experience would be more likely not to go to a store, they didn't have the chance to have a situation fixed to create positive feelings again for the store.
5. First call resolution is when a customers calls with a problem and it is resolved on the first call. I feel that this is extremely important! I have had too many computers and automated telephone recordings telling to push this number or push that number to just get some guy or gal that really has no interest in helping me out and end up telling there is nothing they can do after I have wasted 35 mins of my life. AT&T is an example of a company that I will never ever go back to because I had a terrible customer service experience. You only get one chance to make a good first impression.
1. I like the idea of rating reviewers. I read reviews for products I'm interesting in buying almost 100% of the time, and every time I wonder how legitimate the reviews are. Maybe the product is good, but somebody wrote a really awful review just because they had a bad experience with a DIFFERENT product made by the same company? That being said, I tend to trust longer reviews because they seem way more well thought out, and I don't think many people would take the time to write a long, dishonest review just for fun.
ReplyDelete2. Actually, not really. I think a lot of companies were initially startled at how fast word spread online, but I think at this point they count on it. WOM is a marketer's best friend, and when it happens over the internet it happens much faster and more people see it. That's why so many companies these days put "see our Facebook/Twitter/website for more information!" on their print ads. They want people to see what they're saying, and they want it to spread faster and farther than it would if it was on the radio or in print.
4. That quote seems true to me. You can't really do anything beyond providing customers with the best products and services that you possibly can. From then on, it's about maintaining that level of high quality service, and hoping customers will talk about how good their experience was.
I think the concept of people reviewing the reviewers is the perfect way to say it. I know that personally, reviews mean more to me than almost anything when it comes to buying something. Especially if what’s being bought is on the more expensive side. People assume commercials are going to say that their product is the greatest no matter what, but hearing what your neighbor or best friend has to say means 10x more.
ReplyDeleteI definitely think that everyone underestimates how far online conversations can carry. Although, I do believe that with such a focus on social media efforts these days, society is much more aware of the chance that it can happen.
I think that the reason people believe what they hear is because they don’t want to even take the chance of getting angry because of a bad experience. It’s almost like spreading rumors; people believe those quicker than the truth sometimes. No one wants to waste their time testing out if that store really does provide a poor shopping experience once they have heard it happened to someone else.
I think that the quote above is exactly what every company needs to understand. It’s a simple concept, yet doesn’t always get followed. I feel like most of the brands I love and always go back to follow this philosophy. Like I said before, no one wants to waste their time giving brands second chances when they already know what works for them.
2. I think it depends on the company. Some are actually really good at following conversations online about their products/services, such as New Glarus Brewery, a brewery based near my hometown. They are very good about interacting via social media and following other online publications about their brand. One possible thought that comes to my mind is that smaller companies with smaller markets are better able to follow conversation, but I'm not totally sure about that.
ReplyDelete3. As someone who likes to take chances and experience things for myself (much to my mother's chagrin), I am very surprised by this idea. I would think that word-of-mouth plays second to personal experience. I guess I could believe it, but I don't think that is necessarily true of my personal consumer behavior.
4. I think the quote captures what is necessary to run a very effective, well-liked company. I think it is much harder to do this in reality, but if those elements are at the forefront of a companies focus, I believe the company will be more successful. A company that I feel does a great job of this is U.S. Cellular. They have really great customer service, at least when I've been in a store, and their plans are very affordable and practical. Though they don't have the best phone selection, they make me feel as though I am getting something in exchange for that sacrifice.