Everyone's a Critic
Winning Customers in a Review-Driven World
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4.0 • 3 Ratings
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- $15.99
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- $15.99
Publisher Description
More than 70% of customers consult online reviews and take them very seriously. A disgruntled customer on Yelp might have more clout than a guidebook, magazine, or newspaper. This review-driven marketplace terrifies many businesses. But some have learnt to navigate and profit from customer reviews. Bill Tancer takes readers on a fascinating journey inside that world, to find out why one Los Angeles barber advertised his one-star reviews and how one scrappy hotel became the highest rated in London. Tancer's fascinating stories and data-driven research reveal how sites like Yelp and TripAdvisor are changing the way we interact and show how business owners can leverage online reviews to find greater success.
PUBLISHERS WEEKLY
Tancer (Click), general manager of global research at Experian Marketing Services, makes a convincing argument that online reviews offer savvy businesses and marketers an exciting opportunity: the chance to get in front of prospective customers at a point when they are making purchase decisions. The average consumer's online review history, as the book points out, represents a wealth of information. Companies can look at their own reviews and learn what resonates most with customers and where complaints consistently crop up. Alternately, businesses can see what customers like or dislike about their competitors' services. Tancer identifies the attributes such as transparency and passion that will win a company more and better reviews. He also advances an array of suggestions for improving and drawing on this treasure trove of data one which he believes is currently underused by most companies. The book's takeaway is that, if marketers are willing to tackle the complexity of the online consumer report world, they can better serve both businesses and consumers.
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