Firms urged to use online reviews to improve brands
From Business 24-7:
As increasingly consumers post reviews and experiences about companies and products online, firms need to respond to them wisely and plan their strategies so that they can improve their brand to win them, say branding experts.
Listening to customer’s comments and online discussions is vital to a brand as this will not only help the companies improve their products and services, they can also put an end to negative feedback by taking corrective measures.
By listening to what the consumers saying and taking required steps on that, companies can also ensure that they maintain their customers’ interest and increase their loyalty towards them.
That seems like pretty good advice but unfortunately one that companies here listen to very little. I’ve tried to argue with companies here, like ABM, Etisalat, and du, that they should take part in the conversation going on about them in local online forums, like emiratesmac.com, but so far they’re not listening to me or are not interested for some reason.
Further on in the same article we can read:
Apple is a great example of this, as is Virgin. They are ultimately trusted and seen as consistently delivering and surprising. They also actively encourage dialogue with their customers and use this to change their way of thinking and acting
That may be true but in this region Apple is represented by ABM. I’d ask where is that they “actively encourage dialogue with their customers”? It’s not online, that much I know, so where does it happen? Or should it even happen?
4 months ago