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Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today's Consumer-Driven World Hardcover – July 8, 2008
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Top Customer Reviews
Public affairs professionals will want to keep a copy within easy reach. (Mine now sits in front of my "Roget's Thesaurus.") Customer Relations and Consumer Affairs personnel should read it at once, then again, and--likewise--keep this easy to digest textbook at the ready as you go about talking to, emailing or--more likely--instant messaging internet-savvy customers and consumers.
Pete Blackshaw writes with the common sense clarity of a consumer, yet as readers we benefit from his well-honed expertise in social media and interactive marketing as well as his own well-earned credibility in the vast and potent online marketplace. Pete has written a fine and timely how-to-book on the art of relationship building in a business world being powerfully influenced by consumer-generated media.
But the book is surprisingly comprehensive and contains useful advice. They discuss practical applications of buzz tracking (private communities, blog post tracking, review site tracking) and even some free resources if you want to track buzz yourself. And they provide an informed discussion of the many ways people are posting comments online and practical advice for a company that wants to start engaging with these customers online and offline. I was prepared to dislike this book, but felt the authors presented the merits of online buzz tracking fairly, without over-inflating their importance (eg. Clueless Manifesto).
On the other hand, their BAM (Brand Association Map) appears like a scientific way to understand the conversations, but is unusually thin on useful and actionable intelligence. There are other books which cover most of the same information in a more helpful and insightful format. Groundswell (see my review) is the best of them.
So I take one point off for falling a bit short (and for using a quote from Seth Godin - the junk food of business book authors -- in their testimonials). But it's still a surprisingly good book for what could have easily turned into a self-serving brochure for Nielsen Media. Recommended reading.
The author discuss how the Internet has brought about a shift in the balance of power for today's customer. Consequently, the consumer is now in charge as a result of consumer-generated media including blogs, video sharing and social networking.
This means that a single disgruntled customer can broadcast his or her opinion to millions within seconds and the only way a company can respond is by creating 100% credibility with all consumers via any means possible.
Blackshaw presents numerous examples from such well-known companies as Toyota, Dell, Nike, JetBlue and Bank of America as to how this should be done, but he also shows many blunders that have happened along the way:
Included was this one that I still remember:
* A single 21-minute call to AOL caused a public relations disaster for the company.
However, much of the book focused on the positive things that are being done by companies, such as when:
* Lands End simplified its guaranteed to: Guaranteed. Period.
In addition, the author cited this classic demonstration of what's simply good marketing:
* Brand loyalty is nurtured by the process of asking customers to participate in the design of the end process. . . . Another successful user participation model was M&M's breakthrough global color vote initiative, in which nearly 10 million customers voted for the new M&M colors.
As the book points out, customers are going to get the word out about your company--both positive and negative . . . you need to be aware of that fact and if you're smart, you will use this information to your advantage.
Most Recent Customer Reviews
I learned so much from this book. This is a great read as well as a marvelous marketing tool for businesses to implement into their employee training seminars.Published 19 months ago by Susanna
This book was published in 2008. A lot has changed. For example, lots of new social networks have popped up. I think that the book needs to be updated. Read morePublished 19 months ago by Andy
Apparently, this is a novel concept for many businesses today - still in this connected world, amazing! Read morePublished on December 30, 2012 by D. McIver
If you are in Marketing and sales you already know this information, but its agood reminder and revisit to basic information. The middle goes a little off what my needs are... Read morePublished on December 18, 2012 by Shirley Turner
Have no idea what took me so long to pick up this book, but now that I have I can't seem to put it down. I keep finding more useful information. Read morePublished on October 6, 2010 by NatashaB39