Welcome to Customer Insights, a weekly digest of the most important stories about online reviews, customer feedback, and customer experience. This week: a note about the importance of the existing customer feedback platforms.
Online reviews are important in attracting new customers, improving customer experience, and understanding the customer journey.
And your brand should care about the feedback platforms where customers are using information to form an opinion, writes Zach Brooke in an article published in Marketing News, a publication of the American Marketing Association.
So what should you never do? Manipulate the online review system.
This is because brands should want to keep the platforms that already exist in place. Troy Janisch, vice president of social intelligence for U.S. Bank, explains this very well: “It’s in the interest of every company to retain the integrity of the platforms that customers choose to use,” he says. “If we don’t do that, the platforms that exist today will wither, and new platforms will emerge where brands won’t be invited to participate at all.”