Customer Reviews to Become More Important Marketing Tool for Enterprises

Marketers invest significant resources attracting consumer attention and convincing them to buy their products and services. When the process works well, they’re often rewarded with positive customer comments which can attract more interest and business. Positive comments can be managed as a surveyformmarketing tool, but at the same time, business must work to limit the damage caused by negative comments.

Enterprises have good reason to encourage their customers to share their experiences. About 33% of consumers share good experiences with up to 5 friends. The demographic s of those most likely to share customer experiences are:

  • B2B
  • Generation X
  • High income households

This data, which comes from a survey conducted by Dimensional Research on behalf of industry operator Zendesk, was taken from about 1,000 consumers who interacted with a mid-​sized company and focused on customer service. When consumers have an issue with a company,  the following details make the biggest difference:

  • Quick responses 69%
  • Explaining their problem to only one person 65%
  • Talking with a nice person 63%
  • A satisfactory outcome 47%

After a good customer service interaction, 52% of consumers will buy again from the same company and 51% will make positive recommendations.  Not surprisingly, 42% of those with a bad customer service experience will make negative recommendations. In addition, 35% of consumers will share their bad experiences using social media while only 23% take the time to share their positive news.

With more companies using Big Data to manage their marketing efforts and attempting to personalize their outreach , it may be easier to pinpoint which customers are experiencing customer service issues and then work with them to quickly turn a negative into a positive experience.

Has your company been working to minimize the effects of negative customer reviews?

[Source: Customer Service and Business Results. Cdn​.zendesk​.com. April 2013. Web. 22 Apr. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.