Part of my job is to keep an eye on conversations that are happening about certain companies. This means spending time looking at quite a few websites to track comments or reviews, tracking conversations on Twitter and “following” people who are talking about the companies.
When I really think about what I spend some days doing, I feel like a stalker.
I know that it’s for the best because not only does it help my clients understand what their customers are saying about them, but it also benefits their customers by allowing their voice to be heard.
I believe that every company should be doing this as a part of the new age of customer service. Unlike word of mouth, if a company hears that a customer wasn’t satisfied with something, the company can respond and reconcile any complaints. Complaints that go unanswered may cause the customer to never return. This means a loss of business for the company.
Research doesn’t have to be incredibly extensive, but some time at least every other day should be designated to searching sites for customer reviews. The sites you choose to look at will depend on the type of company (Trip Advisor for hotels, Google for restaurants or places that are already on Google+, etc.). If you Google your company you can find reviews and choose a few of those sites to look at. No matter what line of business you are in, attention to customer reviews is crucial.
Take the time to listen to what your customers are saying. Don’t worry, I won’t call you a stalker.