You can see the full interview series here:
http://www.bazaarvoice.com/blog/category/interviews/

You can see the full interview series here:
http://www.bazaarvoice.com/blog/category/interviews/

You can see the full interview series here:
http://www.bazaarvoice.com/blog/category/interviews/

With so much power in the hands of the consumer it seems like small to medium sized companies can greatly benefit from this emerging trend in UGC / Online Video / Word of Mouth. Do you have any tips for a small business, say a law firm, or web shop to take advantage of these trends in their marketing, lead gen, and loyalty campaigns?

also, is there a link to the archive of the WOM series?

With so much power in the hands of the consumer it seems like small to medium sized companies can greatly benefit from this emerging trend in UGC / Online Video / Word of Mouth. Do you have any tips for a small business, say a law firm, or web shop to take advantage of these trends in their marketing, lead gen, and loyalty campaigns?

also, is there a link to the archive of the WOM series?

With so much power in the hands of the consumer it seems like small to medium sized companies can greatly benefit from this emerging trend in UGC / Online Video / Word of Mouth. Do you have any tips for a small business, say a law firm, or web shop to take advantage of these trends in their marketing, lead gen, and loyalty campaigns?

also, is there a link to the archive of the WOM series?

To answer your question, "yes, firms can and should seek input for their own product development when reading customer-generated content". This is simply listening to word of mouth – and online we have the first digitally archived form that makes this possible. Sam Decker calls it "customer oxygen".

The most profound example of this is how our clients, like Bass Pro Shops, are actively analyzing word of mouth (i.e., using our analytics platform) for products with high return rates. Their goal, obviously, is to reduce the return rate by understanding why customers actually return the product. When customers speak to each other, they are usually very honest. When they speak to a store representative when returning a product, they are usually trying to get out of the store as soon as possible – it is an uncomfortable experience. We are enjoying helping clients attack this problem – returns are very costly, and are an especially big problem in the apparel category.

To answer your question, "yes, firms can and should seek input for their own product development when reading customer-generated content". This is simply listening to word of mouth – and online we have the first digitally archived form that makes this possible. Sam Decker calls it "customer oxygen".

The most profound example of this is how our clients, like Bass Pro Shops, are actively analyzing word of mouth (i.e., using our analytics platform) for products with high return rates. Their goal, obviously, is to reduce the return rate by understanding why customers actually return the product. When customers speak to each other, they are usually very honest. When they speak to a store representative when returning a product, they are usually trying to get out of the store as soon as possible – it is an uncomfortable experience. We are enjoying helping clients attack this problem – returns are very costly, and are an especially big problem in the apparel category.