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.
Most Helpful Customer Reviews
Bill Tancer stresses the importance of quality products and services. As he accurately writes, your business has to earn five star reviews. To do that, adopt a no-excuses mentality. Make sure you have differentiators. What are the little extras you give back that your competition ignores? Tancer provides helpful anecdotes like the locksmith who fixes the lock and also oils the door hinges. He also supplies knowledge and know-how: what to do and how to do it. Use reviews to learn what people like and don’t like about your products and services. This pivotal book has earned my five stars. Richard J. Noyes, former associate director, Center for Advanced Engineering Study, Massachusetts of Technology
Interesting and helpful book about the influence of customer reviews and how you can leverage these to your advantage. The data about reviews was helpful - for instance the fact that negative reviews can be helpful as well and that the number of reviews matters. The many stories from businesses that successfully used reviews to increase sales were inspiring. I would have liked to see some more negative stories personally, the possible effects of responding the wrong way to negative reviews for instance. But all in all it's a solid and practical read I recommend to anyone whose product or work is being reviewed publicly.
As this book illustrates, pretty much everything is reviewable these days (including this book) and that's never going to change. Whether you're a mom & pop shop or work for a massive corporation, everyone's opinions of your offerings are available to the public. While many would rather just put their heads in the sand and pretend the reviews don't exist, this book provides context and practical guidance to help businesses embrace and capitalize on the intelligence these reviews can offer. Disclosure: I do know the author. But I do recommend the book and will be buying a few as gifts for friends who could benefit from the advice.
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