It is a fact that word of mouth advertising is one of the most effective ways to market a business’ products or services. Indeed, the influence consumer opinion can exert over that of a corporate message is surprising. However, thought about logically, who would you trust: a company that tells you its product is great, or a customer that has actually tried it?
The advent of the Internet has not only transformed the way people communicate, but has also driven a fundamental change in consumer behaviour. And, as the technological applications available on the web continue to develop, the businesses operating within it have to adapt.
A good reputation is vital to the success of a business. However, while it can take years to establish, it only takes a few moments for that reputability to be destroyed. This is the power of the consumer, and the reason why CRM – customer relationship management – is essential.