Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today's Consumer-Driven World
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In today's Internet-driven world, customers have more power than ever. Through what interactive marketing expert Pete Blackshaw calls "consumer-generated media" - blogs, social networking pages, message boards, product review sites - even a single disgruntled customer can broadcast his complaints to an audience of millions. Blackshaw shows managers, marketers, and business leaders how to establish and maintain credibility for their brand by being authentic, listening and responding to customers, and forming relationships built on openness, transparency, and trust.Filled with stories based on his experience working with Fortune 500 brands such as Toyota, Dell, Nike, Sony, General Motors, Unilever, Nestle, Southwest Airlines, and Bank of America, Blackshaw offers a clear strategy for sustaining a competitive advantage by creating enduring, loyal relationships with today's consumer. Publishers Weekly In June 2006, a man named Vincent Ferrari had a shockingly combative conversation with an AOL sales rep; he recorded it and posted it on YouTube. More than 62,827 viewings later, AOL's reputation was irretrievably damaged. In the digital age, disgruntled customers are now in the driver's seat, argues Blackshaw in this thoughtful and engaging book. With the advent of Consumerist.com and other venues where customers can blow off steam about bad service or deficient products, consumer generated media is a force to be reckoned with. Since consumers trust other consumers above companies or brands, a company's success depends on its credibility and its ability to gain the trust and support of Web-savvy, outspoken and influential customers. Through remarkable stories of mass consumer advocacy and the power of bloggers and ordinary Joes with an Internet connection and a bone to pick, Blackshaw advises executives on how to build credibility into their businesses through blogs, Web sites and video postings. Informative, energetic and entertaining, this is a marvelous argument for corporate responsibility and accountability, interesting to laypeople and instructive for executives. (July)Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Acknowledgments ixIntroduction 1The Credibility of the Commons and the Core Credibility Drivers 13The Consumer's the Boss: Today's New Consumer-Generated World 40Measuring CGM 62Not All Marketers Are Liars: Marketing and Advertising with Credibility 89Postcards from the Welcome Mat: Credibility and Your Web Site 106This Company May Be Monitored for Quality Purposes: Credibility in Your Product 122No Place to Hide: Credibility and the CEO 133The Neglected Stepchild: Consumer Affairs 149When Your Company Is Googled: Troubleshooting 162Epilogue 183Notes 187Index 188
