I wanted to talk about the note Henri Kaufman let on his (French) blog: The constant evaluation. Henri Kaufman is one of the main specialist in France on Customer relationship management.
Now, with the new Internet trends, customers can give marks to all different kind of products, services and companies. There are best ofs everywhere, customer review... The European ciao.com for example allows its users to rank everything, products services and shows, from a band to a business school.
You can vote on everything!
- Youtube's video
- Blogs on Technorati
- Products and books on Amazon
- Hotels on the tripadvisor.com
I am totally agree with this vision. The evaluation model is giving to the customer a way to express himself, to strengthen its position versus the brand. Like I have said in some of my previous notes, the first principle in negotiating is that there is no negotiation if there is no balance. This notation system spreading on the web allows customer to show their opinion on the brand, and influence potential or actual buyers on their opinion about the brand.
However, there is a short come. The grades lack most of the time of objectivity, as it is expressed by the individuals subjectivity of each clients and most of the time influenced by emotional states, after a bad transaction (indeed, customers tend to talk more about bad relations than good ones, that are considered as a standard).
Hello Nicolas,
ReplyDeleteHors sujet mais c'est pas grave, simplement pour te féliciter pour le nouveau design de ton blog ;)
A bientôt ;)