It only takes between one and three bad online reviews to deter the majority of shoppers from purchasing a product or service, according to Rob Fuggetta, founder and CEO of Zuberance, a leading brand advocacy company, in his new book Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force.
But let’s face it, not every company is going to get stellar reviews 100% of the time. Fortunately, social media isn’t just a place to complain – it’s a place to cheer. To counterbalance the small minority of public complaints, marketers are finding ways to leverage the positive experiences of users online.
By doing so, Safelite has seen star ratings on SuperPages.com leap from 2.35 to 4 stars after asking our advocates for reviews. The average rating from our advocates is an impressive 4.9 out of 5 stars. This success earned Safelite several mentions in Fuggetta’s book.
Page 193 shares how Safelite is highlighting customer testimonials online.
If you’re interested in learning more, read Safelite’s strategy for using social media to engage customers.
Excerpted with permission of the publisher John Wiley & Sons, Inc. from Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force by Rob Fuggetta. Copyright (c) 2012 by Zuberance, Inc. This book is available at all bookstores and online booksellers.