If you could review a footie match before you bought it, do you think the attendances would be the same or there would ever be 0-0 draws played out in front of bored crowds?
I suspect not.
It's because football is for fanatics who are prepared to let their club off the occasional bad show as they are normally in it for the long term.
And brands sometimes behave this way too. They think they can produce a poor product and sell it to their loyal fan base. But with the arrival of the Internet and our ability to review, customers no longer suffer in silence.
For some brand owners, this could be a little scary, but a more enlightened brand manager should understand that this feedback is absolutely incredible Business Intelligence that you ignore at your peril.
A customer who cares enough to tell you that you've got it wrong is one you can convert and keep for life. They are the ones you should really care for and they are the future of your brand.
I love to sit and gaze at our live reviews and am delighted when our clients pick up the negative reviews and spend a little time converting them into life long, fully loved up brand advocates.
