What are they saying about you?
Yes, you really ought to know!
Posted on January 26, 2007 | Permalink
By Lane Casteix
Like it or not, your customers are talking about you and your products, and it may be behind your back – but very public! They are saying things good and bad about you that you ought to know about - and probably act on. I am talking about the internet. David Siegel wrote about this in his book Futurize Your Enterprize. Some of what he said back in 1999 IS happening today.
“The customers are in charge, whether you think they are or not.” David Siegel in Futurize Your Enterprize.
The web is a very public place and everyone seems to have an opinion on something, and that "something" may be you, your company, and/or your product. Do you know where that commentary is taking place? Or what is being said? If not you may have a problem that is going unanswered.
To find out just what your customers are saying about you visit web sites, blogs, and forums where your product might be discussed. I can guarantee there is a forum somewhere on the web that discusses the kinds of products you make and sell. Find it, lurk around and look for what your customers are saying, and even sign up and post to solicit customer responses. You may be surprised what you learn about your competition, your products, or even yourself.
Understanding what your customers (or potential customers you might steal from a competitor) think about your products or services can be a fabulous piece of learning. That information can be used to make improvements in your product, distribution system or customer service. You can bet your competition (if they are savvy) is doing that.
If you find a forum that discusses your products or services, sign up as a user and become an expert on your kind of products or services and respond to questions others may have. This builds credibility for you and has the added benefit of driving traffic to your web site if you have a link-back in your sig. It can be great PR!
One warning though: Sometimes what you find on forums are the 1%ers who are vocal, either negative or positive. You need to sort through that and get to the real issues, but don’t write off a rant by someone just because you don’t think it should be taken seriously, because others DO take it seriously. Perception is often reality. Analyze what your customers are saying and act on that information. Be prepared to acknowledge your faults and what you are doing about them. This candor is greatly appreciated by customers.
Remember what David Siegel said? - "The customers are in charge, whether you think they are or not.” And you need to be listening to them.
A few sample forums: