Thursday, March 20, 2008

A great case study on b2b user reviews

MarketingSherpa.com recently released an interesting case study on Dymo.com, a business to business company that managed to turn a drought of user reviews into a flood.

All Dymo.com did was send a very short and straightforward e-mail asking, "Are You Satisfied?"

And the Web site reviews include the answer to the one question that loyalty guru Frederick F. Reichheld says is the most important: "How likely would you be to recommend our company to a friend?"

Each review on Dymo.com includes a "Bottomline: Yes, I would recommend this product to a friend," or "Bottomline: No, I wouldn't recommend it."

Realizing its prospects were busy, Dymo made the process as painless as possible. They could simply answer yes or no. This seemed to work. The number of reviews are up 1,000%. The LabelWriter 400Turbo, has 1,942 reviews as I write.

Maybe making it simple, easy and painless to respond is the answer to one of the questions we asked a while ago, that was taken up by Dave at B2blog.com

We asked why more b2b companies don't load user reviews online, especially given that they are getting some amazing results in the consumer world. People buy more, they trust a site more, and returns drop too because other buyers are a very good guide to what will work for someone else in the same boat.

One of Dave's readers wrote:

"Are industrial product users passionate enough about, say, heat exchangers or metal shelving or packaging materials to give you any substantial amount of reviews? Would they generate the content you need?"

Maybe it isn't about lack of passion but lack of time. And hey, we all know about that.

I've been talking to enough b2b marketers over the years to know that they always have passionate, crazy fans. Sometimes the devotion of their fans to industrial pumps, industrial fixtures and heat exchanges surprises the marketers themselves.
The volume may not be there for some companies, but the passion will be.

You can read the entire case study, "How a Simple Email Increased Customer Reviews 1,000%" at MarketingSherpa.com but you may have to sign up for a free trial to see it.

Posted by Internet Marketing Report Online blog editor Julie Power Thursday March 20 at 8 a.m.


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