When I first started in marketing, we used to proudly publish the comments of satisfied customers in our monthly Tecno catalogue (or weekly Fox Talbot advertisement in the Amateur Photographer magazine), which would read something like "Thank you for your quick service, the camera filters arrived this morning - and I only ordered them yesterday. A Happy Customer - Mr S, Colchester, Essex". We always kept the genuine letters from customers, and invited others to inspect them.Looking through some comments in the CustomerGauge systems recently I was pleasantly surprised to see how complementary some customers are. They were really happy about the service - and not only that were happy to give that as feedback.Then I noticed that not many direct sales websites are publishing testimonials or endorsements. From my own experience I think it's for two reasons.
- One: Except in a small company, managers are a long way from customers - comments are hidden in the call centre or perhaps customers don't know who to write to... (check the "Contact Page" of many sites if you want to see how hard it is to know who to congratulate).
- Two: Updating websites is hard and expensive enough without adding customer comments, and then keeping them current.