[KiP] Aspiration: Trusted (Negative) Customer Reviews on your Corporate Homepage
It may surprise you, but a sign of a mature social business is to allow negative customer reviews right on the homepage.
Hard pill to swallow? Absolutely. Many brand managers, CMOs and CEOs will resist tarnishing the brand, yet savvy social strategists know to enable a trusted place for prospects, reviews from actual customers will need to surface during their decision making process.
In fact, consumers often get this data from third parties, and the savvy strategist knows they want this to happen closer to their point of transaction on their corporate homepage. Why? It shows a sign of confidence that a brand is willing to allow all customer opinions closer to them, and ideally they are responding to fix issues.
Yet despite this, our recent survey found (our full Open Research report to come in Q1) that a majority of corporations are not aggregating customer reviews on the homepage, instead they are continuing to link away to social media owned (their own branded FB and Twitter accounts). Let’s continue to adopt trusted consumer content in all relevant digital touchpoints, and ensure we’re integrating across the entire customer lifecycle.
A sign of a mature social business is having trusted, and therefore negative customer reviews on the homepage.
This entry was posted on Wednesday, November 16th, 2011 at 8:07 am and is filed under Social Media. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
I’ve always been a HUGE fan of this kind of thinking. Integrating customer reviews, good or bad, is a great way (and I do mean GREAT) of bringing customers closer to the one focal point where product information sits – your website. I recall working for a luxury car maker where we discussed allowing vehicle-specific reviews and commentary to sit on the product page. It sure beats potential customers having to find out the good and bad in a place where you can do no good.