BBC on a ‘blogroll’
By Mike DavisonMore from the BBC on blogging. The article explores the power of guerrilla customers who are empowered through new techology to affect brand reputations by publishing personal experiences for vast audiences to read.
"Thanks to the web, people who have bad experiences with customer service departments can take their grievances to a mass audience online, with potentially serious consequences for the companies concerned."
The article also points that there is a real opportunity for organisations to harness this rich stream of customer intelligence and join the conversation.
Unfortunately for many companies, the ostrich with its head in the sand is an apt metaphor at this stage. Ignoring what’s being said doesn’t mean everyone else isn’t reading it. It also allows negativity to snowball. One wonders if the now infamous ‘Dell Hell’ customer service moniker might not have stuck so fast if the organisation listened and responded to key voices earlier.
Read the article here.
