Jill Applegate

Ann Thomas

Pay Attention offers a guide to managing the customer experience, thereby receiving more positive and consistent online customer feedback. With the explosion of customer review sites, personal blogs and social networks, feedback is no longer hard to find- it's everywhere! What's important is to "Pay Attention" to what your customers are saying about you. Gone are the days when a disappointed customer will share his or her experience with 20 different people. Now, thousands of customers will base their decisions on nothing more than a positive or negative review of your product and/or service. How organizations choose to react and respond to ever changing feedback can be quite the challenge. Pay Attention will pave the way for organizations to start or modify the ways they listen to customers. Lessons include: Customer Expectations- Expectation x Experience= Evaluation The RATER Factors (Reliability, Assurance, Tangibles, Empathy, Responsiveness) Be clear about who you are and what you offer Define your audience and connect with your online audience Be E.T.D.B.W (Easy To Do Business With) Ways customers speak Pay attention to customer review sites

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