Franchise Update Magazine Issue IV, 2016 | Page 26

CONSUMER MARKETING

Customer
service

Let It All Hang Out!

Have the nerve to post all your customer reviews?
BY JOHN DIJULIUS

W

hat if you had your customers review all associates, locations, or the products on
your menu directly to your website? I am
not talking about raving fan testimonials.
I’m talking about all of your customer
reviews, about allowing customers and
potential customers to see your highest
and lowest rated stores, employees, and
products. Customers would see things
like, “Jeremy at the Hudson store was
unsympathetic about our food coming
out cold.”
As Richard Brandt pointed out in his
book about Amazon, One Click, “The
Internet offers two-way communications.” No one realized this better than
Amazon founder Jeff Bezos, who saw he
could get customers to do some of the
editorial work themselves while indulging their passion for books
and their desire to share