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Secrets
A change is occurring in the way that we shop. Gone are the days where we had to take marketing people’s word for it that their products and services are the best. Instead, customers are being encouraged everywhere to leave comments, reviews and testimonials like we’ve never seen before.
The Internet has made this possible, but what’s been interesting is that far from being negative or damaging as many businesses worried it might be, most comments and reviews are constructive if not positive. Even if they are negative, this is an opportunity for us to improve, innovate or respond and we’re seeing that across the web.
Argos, M & S and Amazon all now invite customer reviews on their products and there are many websites now dedicated to reviews such as www.TripAdvisor.co.uk (holidays) and www.Toptable.co.uk (restaurants).
Can you add reviews to your website or encourage your customers to leave comments? It doesn’t have to be online (although there are obvious advantages as they will spread) – if you have a shop you could use a chalkboard for example so that other customers get to read them. Or simply gather testimonials from customers and get those on your website and marketing literature. People much more readily trust other's reviews that they do marketers!
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