Lists with This Book.
- Embracing China's New Retail.
- Bestselling Internet Marketing Book Mommy, Where Do Customers Come From?.
- Coupa CMO on the Importance of Customer Voice in a Peer-Bound World;
- Internet Marketing Book | Mommy, Where Do Customers Come From?.
This book is not yet featured on Listopia. Apr 22, Rebecca rated it it was amazing Shelves: In both his presentation and his book he talked about how and why sites either become successful or disappear. Several things that made me laugh but are so true is how the minute you see a flash video at the entrance to a website you automatically skip it. The person who developed it did it for themselves and not for their customer. Also if there is music on your website you will automatically drive people away. Most people surf in the office at their desk and if music starts playing everyone in the cube farm will know what you are doing.
A lot of other items such as pay-per-click and SEO were in the book as well as placement of ads on the site and putting links to other sites. Donald Stuart rated it liked it Jan 08, Natalie rated it it was amazing Jun 11, Bob rated it liked it May 24, Gene Bozzo is currently reading it Apr 24, Deb added it Sep 21, Mike added it Nov 29, Mickey Tods marked it as to-read Mar 23, There are no discussion topics on this book yet. In fact, people talk and everybody listens, including buyers and other customers.
This shift has happened for a couple reasons. First, we know that buyers are independently discovering and researching products more than ever before. Second, when buyers are in that self-directed process, they are being influenced by peers more than the brand. Because people trust peer reviews much more than they trust the brand, in B2C as well as B2B.go to site
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So, from a marketing perspective, voice of the customer is very strategic on a couple of levels. One is at the top of the funnel, where we can use these customer voice initiatives to influence self-directed buyers to make the right decision. But voice of the customer is also important at the bottom of the funnel as a competitive differentiator. It is a multidimensional answer. I believe there are layers of authenticity, and you need to think about how all of them come together to build trust with buyers.
There are some ugly babies but no mom will say she had them!
From an influence perspective, it is much more impactful when a customer talks about how great your product is in a third-party channel. The second thing is, the perception of authenticity continues through the content itself. Just because something is on a third-party channel, if it feels like the vendor is forcing or bribing a bunch of people to go there and only leave positive feedback, you lose that authenticity. I like that TrustRadius helps buyers figure that out by weighting scores based on whether or not a vendor drove biased reviews.
The third layer of authenticity is the density and quality of that feedback. Depth around why the buyer likes their experience, what the vendor has done to make them happy, plus more detailed feedback about various capabilities — all of that increases authenticity. Remember, your customers have spent so much time getting to know the product, understanding it, living with it.
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And fourth, the presence of negative feedback can help with authenticity as well. When was the last time everybody loved a software product? More broadly, any independent review is good when it is honest. Because being authentic means being open about your experience, and no piece of technology is perfect. The interesting challenge for us marketers is to bring authenticity into the buying journey, and to do it in a way that works seamlessly for the buyers.
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The fallacy of the whole omni-channel approach is that a single buyer is going to be in eight different channels. Once you get customers on the record, the next step is leveraging that across all the various channels of choice your buyers are engaging in. For example, if you know that buyers tend to visit a certain part of your site, like the product or pricing pages, add review quotes to those pages.
Your own channels can become much more authentic when you add third-party customer voice content. Marketing needs to help sales leverage authenticity as well.
Putting authentic sound bites into your CRM and encouraging reps to share them on a one-on-one basis can be really powerful as well. So think about how you bring those reviews into the discussion at every step in the funnel.
The biggest hurdle companies have in properly running an advocacy and customer voice program is the imbalance of spend in marketing. On the other hand, there is a disconnect in the actual allocation of budget.