Online Reviewers Driven Mostly by Altruism, CMOs Need Not Fear WOM writes MarketingVOX in their article about a recent Bazaarvoice survey. It shows some interesting facts:
- Fully 90 percent of respondents say they write reviews to help others make better buying decisions, and more than 70 percent want to help companies improve the products they build and carry.
- The study also found that 79 percent write reviews in order to reward a company, and 87 percent of the reviews are generally positive in tone.
Now, if this is not good news for any supplier then I don’t know what is. Companies used to spend vast amounts of money on research to find out less than what customers today provide us with for free.
There is no more effective way to get real-time feedback about the service you provide than from people who just experienced it and are willing to write about it. What’s there to fear?