I love the marketing software that I use! I like their approach, the company’s culture, and the solution itself.
However, like all products and services, my marketing software and its provider are not perfect. A recent attempt at sharing a new feature with customers turned into a less than positive exchange.
Negative public comments from existing customers can be harmful to a company. They have the opposite effect of the customer advocates B2B businesses work so hard to develop.
We live in an age where people look for products with five out of five ratings on Amazon and glowing Yelp reviews. For three and four star ratings, buyers decipher the comments and reviews to see if the reason for the downgrade is something that they can live with.
Often times, buyers comb through reviews, blog comments, and discussions on social networks not to find out which product they should buy, but to look for reasons not to buy a specific product or flaws that they may have overlooked.