In the Internet world, a very important thing has changed. Everyone has opinions, as always happened, but now everyone can express and can make reaching others. The network has made that comment out the immediate circle of acquaintances and or already is not only limited to just the privileged few who had entered the circuit of the media and pundits. Today everyone can express what they think and to communicate it to others.
And in this new order of things one of the areas that have been most affected is consumption. Consumers are not only transmitted to their immediate environment what they think about the products and brands they buy, but now up to the network and marked with these views purchasing decisions of others. From the hotel you want to book for holidays to the laptop you want to buy for work, buying decisions are increasingly marked by notes that other consumers give these products and for the opinions they generate on them.
Online bookstores books endow average scores based on the notes that many readers have left on them. Restaurants can undergo a stampede of customers if in the opinion pages about your services customers simply begin to recommend not to go to them. The consumer world is increasingly marked by what they think consumers.
But what if the situation looks the other way? That is, do not you have anything marks an opinion on consumers? The truth is yes: companies also think about you and also have certain ideas about how you as a consumer. And those ideas and those views have begun to also be part of the consumer experience. Companies have started doing reviews themselves of its members.
The trend has begun to take hold and is now increasingly common in the world of consumer relations. Brands have begun to note their consumers and gain an opinion on them that has made this reality in one of the trends that will shape consumption in the immediate future. One of the clearest examples of how brands have made their users also scoring elements is in companies call sharing economy, the economy shared, as can be Uber. These firms, which rely on services provided by the users themselves and in which what the consumer is a key element have been those that have done more visible trend, although not the only ones.
“Perhaps it was only a matter of time before the critic be on trademarks from becoming a two – way street and the marks they had the chance to put note to consumers in the shared economy,” explains the analyst Daphne Kasriel-Alexander. “What is significant is that this increasingly common phenomenon that punctuates brands to consumers is impacting future buying opportunities, such as having a bad credit rating,” he adds.
Why are these opinions Brands
Some brands have begun to integrate the notes that are placed on consumers in their customer management systems and that has begun to mark how they respond to their demands. The clearest examples are once again call firms sharing economy.
Having a bad score in services like Uber or Lift can prevent continue to enjoy the service, because the system will give less importance to the requests of those consumers with bad middle notes and providers of services will be much less willing to offer them when they see who it is. In fact, forecasts have extracted the example of a New York executive who did not get anyone to serve Uber displacement because it had a very low score. He defended himself by saying that bad note was due simply to the drivers had asked to go down to music or shut the windows.
The pernicious effect, however, you can have this changed situation (to know that you are also being analyzed as a consumer and what you say or do can have an effect on the services you receive in the morning) is that consumers they are no longer so hard (and perhaps as sincere) with their opinions. Customers have thus begun to soften their views and be less hard on things that say about the services received.