If you don’t have friends to ask about a certain product or company, it takes a lot of time and research to evaluate whether you want to buy in or make a purchase.It’s understandable that when a friend or knowledgeable acquaintance is available, you’ll want to skip this process.
“There is, however, a deeper reason why your customers turn to each other,” argues Valeria Maltoni of Conversation Agent, “and that is that they get an immediate focused reply instead of having to wade through clumsy content on your site [hat tip: Bernd Nurnberger]. It also means they have the feeling that peers are in it to help, while the business purely for profit [contribution: Brian Driggs].”
If you’re actively listening to your customers, it shouldn’t be too difficult to replicate this interaction, however. Maltoni asks, “How can you change the customer experience so that your business is part of the positive conversation and solution?” I love how Patagonia uses a great Q&A experience on their site to do exactly this:
How else can you be useful to the customer?