What do you trust more? The glossy words of marketeers or word of mouth from the online community. If you ask James Cherkoff the answer is clear.
"I have been in the market for a new kitchen for sometime and as a result, quite randomly, found myself in a Moben salesroom and booked up for a consultation. The Moben rep duly arrived and was very good, explaining everything we needed. In short we were sold and even cancelled other consultations. However, I then mentioned our intended purchase to friends and family and got some concerned looks. Unusually for me I hadn't checked the company online but then did so. I found a series of horror stories. Order cancelled."
Funnily enough I had almost the same experience when I was looking for a new kitchen last year. I researhed the company Vordingborg Køkkeners website and found their stuff to be nice looking. But then a Google search returned this horrific tale (site in Danish) about the company. I fled faster than a rabbit with it's tail on fire.
It is so damn crucial to keep your customers happy. There is only one web site out there bad mouthing Vordingborg Køkkener. But that is enough to hurt them plenty - and what is worse for the company profit margin: the site will still be there - cached by Google - even if the company decides to better it's ways.
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