The Importance of User Generated Online Content

In the information era, where customers seek to be more informed than ever and can do so within the realm of their finger tips using smartphones, tablets, laptops, and even TVs; companies have to take an active role in monitoring what is said about them online.

Consumer reviews used to be the norm, a normal step in the process of decision making when buying goods with a high level of involvement such as cars, flat screen TVs, and trips to the Caribbean.
Nowadays, however, customers are turning to the search engines, review sites, social media, blogs and forums to get input even for regular purchases and low involvement products.

I was thinking about this the other day when I saw a friend search online for a good deodorant, a nice smelling shampoo, and a strong minty mouthwash all in one sitting.

It seems we are in the age of consumer reviews. Hence, the need for companies to monitor what is being said out there, regardless of their size and skills. Companies not aware of this matter have failed to capitalize on performing service recovery when needed, and have missed the opportunity to interact with their users in real time.

Interaction is a great opportunity to learn more about your customers in order to better serve them. Monitoring this content can help you better determine your customer's wants and needs and, in turn, an improved understanding of your customers can help you assess their expectations and equip you to fulfill them.