Converting Survey Respondents to Social Media Advocates


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Let’s wrap up our series of posts about our 2013 Online Review Study. If you haven’t been following along, here are three white papers on the topic.

Part One – Should you believe everything you read on online ratings and review sites?

Part Two – Ubiquitous Reviews and Low Participation

Part Three – Money Talks and Listens

I’ll save you some time though. The very high-level findings were that a significant minority (about 25%) of consumers believe that review site information is an unfair representation of the customer experience. Also, even people who generally believe the information treat it with “a grain of salt” – separating biased and false reviews for more trustworthy reviews.

In the articles, I advocate that companies should consider posting individual-level results from their customer experience programs online to address this issue of trustworthiness. I think there would be a lot of benefits. A more realistic – and in most cases a more positive – representation of the customer experience would be presented online for companies and their retailers. Also, information would be “refreshed” at a much higher rate than it is today, so companies and their retailers will not have problems that have occurred in the past affecting their online reputations. Companies would also get credit for being more transparent, and in today’s world that is a big thing.

So the question is, how do you do that? Where would a company post this information and how would they make it available? I’ve written a brief paper titled “Converting Survey Respondents to Social Media Advocates” describing the issues and considerations but I think the easiest step is to invite customers to leave comments on companies’ Facebook pages or follow them on Twitter. In that spirit, here are links to the Maritz Research Facebook and Twitter pages. Please leave a comment either here for us (and our readers) to see or there for the world to see.

Republished with author's permission from original post.

Dave Ensing
Dave Ensing is currently VP of VoC Integration for MaritzCX. In this role, Dave provides thought leadership and consults with clients regarding automotive research and program design issues. Dave has been with MaritzCX and its predecessor Maritz Research since 1998.


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