Why are References and Testimonials from Cell Phones important?
A small business owner asked me what were the key factors he could measure to determine if his customers were satisfied. My suggestions were documented in this blog post called Customer Satisfaction Secrets for Small Business Owners.
One of the key indicators in that post was References. Will the customer be a reference for you and will he recommend you to them?. Even better, does he or she actively recommend you to others?. This active endorsement is often called ‘Word of Mouth’ and it is more powerful than advertising. When faced with choices, people often look to those they know who have had a positive experience and buy from those and avoid the ones where they have heard of negative experiences.
With the Web, word of mouth is becoming ‘World of Mouth’. Complaint (and compliment) aggregators, complaint sites, Google’s Sidewiki, blogs, and social media have made positive and negative comments (valid or otherwise) very prominent and easily found using the search engines. But that assumes that the public are attached to their computers in order to search for positive and negative comments.
Enter the world of Mobile technology. It is estimated that there are over 5 billion mobile phone users versus an estimated 1.8 Billion on the internet. People spend more time on their cell phones than they do on the internet. And the special thing about the cell phone, is that it has access to information at the moment you need it. Not when you have to remember to go on line on your computer when you get home or to the office. Customers can get ‘references’ and testimonials from their cell phones, real time, when they are physically in the area of your business or organization or event.
What are References and Testimonials from Cell Phones
Google maps and Yelp have created applications that run on smart phones. See earlier articles: Customer Satisfaction Secret: Customers can complain on Google Maps Site and Yelp and the Impact of Mobile Phone on Customer Satisfaction. In addition, the Yelp app allows anyone with a regular phone to use their internet browser feature to access reviews of local businesses as well. Reading a regular internet website from a mobile phone is not easy to do. Most companies are now creating Mobile websites that can be read from a mobile phone or smart phone. Here’s the Yelp mobile screens showing list of companies locally that have reviews.
Here is what the reviews look like.
At the moment, mobile phone applications are not enabled to enter reviews from the mobile phone but I believe that is just a matter of time before that enhancement will be made available.
In addition to tracking complaints on these sites that users can see, it is important to track reviews as well. What are customers saying about your product, service, brand?
In a future posts I will cover other cell phone applications that will also impact your prospects and customers and your customer satisfaction strategy.
Have you been using Mobile phones reviews or watching over customer reviews available for access by mobile phones. Share your story and findings in the comments section below.