It’s interesting what opposing views there are re blogs, forums, ratings pages etc – particularly when you talk to people from businesses. Some people, like ourselves, get a great deal of value from the transparency it creates, whereas others purposefully steer clear of it.
I’ve spoken to some people who feel very threatened about running company blogs, simply because they feel that exposing their dirty laundry for the world to see, is a loss of control and can only be a negative thing. And worst still there are those who say they are happy to run a blog, but through moderation they ensure that the posts/comments are biased towards the positive feedback.
From our perspective we see the blog and ratings pages as vital channels of communication between ourselves and our clients, those considering becoming clients, plus an opportunity for those two groups to talk to each other. Simon Young recently wrote a piece in the NZ Marketing Magazine where he said companies really don’t have a choice – they either embrace the transparency, because if they don’t their customers will do it for them anyway.
For RaboPlus it’s an interesting time, when you look at what’s happening with the Term Deposit market here in NZ. And, as a result, our customers are questioning the rates we are offering versus our competitors. As their comments are largely statements of fact then we have no issue publishing them. We are more than happy with the transparency and “exposing ourselves”.
At the end of the day for us it’s about engagement – having a conversation with our customers, and potential customers, and using all possible channels to facilitate this.
FYI – from next week we shall enhance our blog to include a regular post from our Customer Contact Centre, where they will address the most commonly asked questions and/or issues. Watch out for those.
As always, keep in touch and share your views with the audience.