What's in it for me? I mean, really. They're asking for my story for free, and they will use it. Once it's posted, they have rights to use it to promote their brand and make money off it. I want compensation other than some feel-good moment of connectedness to the big wide world out there. Without just compensation for my story, they are taking advantage of me.
Kip
of NE
@
Dec 21, 2007 14:51:19 PM
Compliments From a New Reader
Just heard about this blog from Wise Bread! I'm looking forward to more great posts like this one!
Angie at Baby Cheapskate
of GA
@
Dec 17, 2007 22:27:53 PM
Customer comments
That is a great point, thank you, Jeffrey. There are a handful of companies -- most of them are small businesses -- that I like so much I would make an effort to endorse. Those are few and far between though.
I do love peer reviews -- especially when they are done in a totally unbiased fashion. For example, even though it's counter-intuitive, I appreciate when a company posts negative comments about a product along with the positive. It gives me more confidence that all of the comments are legitimate.
Kimberly Palmer
of DC
@
Dec 04, 2007 16:19:54 PM
Story time
Kimberly,
Thanks for the thought-provoking piece. I, like you, am not necessarily eager to share my consumer story with a mega-giant -- unless I'm passionate about the product or service. Then I'll glady toot their horn.
But there's a bigger picture here. By seeking out input, these companies are handing a good deal of their marketing power over to their consumers. We're becoming more involved in the process, and can directly impact their advertising/marketing messages. So when a company touts it's product as "the greatest ever," we have the opportunity to put that statement to the test.
I think it benefits both the consumer and the company. Consumers have a stronger voice, and the company a greater responsibility to respond. These "peer reviews" also help individual consumers decide which product best fits their needs. Personally, I found them extremely helpful in determining what type of HDTV to purchase, what with all the options, sizes, different technologies, etc.
This type of marketing -- using customer reviews, testimonials, endorsements and case studies -- is the wave of the future.
Jeffrey Long
of IL
@
Dec 04, 2007 11:36:14 AM
Sharing stories
Hi Kimberly,
I think you've written an interesting post. I don't mind sharing my story, but I think these companies are taking it for granted that I have a story about them. Businesses much reach people on an emotional level and earn loyalty before people will start sharing stories about why that store or product matters. I have many stories in my life, but none that would make a convincing commercial for any company, except my own.
I also don't like the stories that they assume I will like because I'm a woman. I don't have kids but I will someday. To many companies that seems to mean that I will respond to overly sappy, corny commercials about moms and kids. Not my kind of thing and it can feel very condescending.
Thanks for writing such a thoughtful article.
Sharon
of MO
@
Nov 30, 2007 15:14:55 PM
Stories
I appreciated your article. While I've typically been a woman who hasn't cared to much for all this "emotion" over the last several years and now that I'm in my 40's I have realized the power of "girlfriends"
and the bond/network that we can share. That also includes the storytelling whether to each other or back to a company. My sister has always been this way and she share stories with girlfriends and particularly to retail establishments both good and bad. Somehow it seems like it is becoming our moral responsibility. With all the retail No Customer Service it's about time they took notice and tried to correct or we just wont shop there anymore.
There are many other choices these days.
Tori
of GA
@
Nov 30, 2007 15:12:14 PM
Customer connections
Kim, I have often wondered about this. Creating strong customer relationships is a goal of many companies today, but I don't believe consumers want a relationship with an "entity". They will, however, build connections with key employees at those companies (such as the cashier at the local market).
I believe companies want customers to "tell their stories" for a few reasons. First, more and more organizations are looking to create two-way conversations with their customers. This is taking place at blogs (like yours and mine!) all over the world. Many customer stories are shared there (look at Southwest Airlines and their blog for examples).
Second, companies realize that word-of-mouth marketing is still very successful, as consumers are more likely to trust each other than that "entity". Gathering and sharing consumer stories seems to be one way to trying to make it happen.
Not everyone will want to share their story, nor should they! I think very loyal customers, the kind who want to create connections with organizations in which they believe, will do so. Disney has a section of their "Insider" newsletter that showcases consumer stories, and it is fun to read.
However, are consumers really moved to wax poetic on their local grocery store? I am not convinced that is the case, but time will tell.
Kimberly Palmer, senior editor for U.S. News & World Report, writes about how to save money, avoid scams, manage debt, and be a savvy shopper. Send your personal finance questions to her for expert money advice.
Kip of NE @ Dec 21, 2007 14:51:19 PM
Angie at Baby Cheapskate of GA @ Dec 17, 2007 22:27:53 PM
Kimberly Palmer of DC @ Dec 04, 2007 16:19:54 PM
Jeffrey Long of IL @ Dec 04, 2007 11:36:14 AM
Sharon of MO @ Nov 30, 2007 15:14:55 PM
Tori of GA @ Nov 30, 2007 15:12:14 PM
Becky Carroll of CA @ Nov 29, 2007 17:07:44 PM
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