Duct Tape Marketing

Every minute, consumers are logging on to the web to access information. They research, they blog, they buy. As social networking websites have evolved, however, there has been a growing group of consumers who use review websites to get information. These websites exist to provide "unbiased, honest analysis" about your company, but most commonly, they simply provide a soapbox for customers who want an audience to complain about your company.

The biggest problem with these sites is the fact that most companies have no idea how much power they could have over this process. Word of mouth has always been one of the most powerful tools on the internet. However, ask any company that has been effected by a word of mouth referral, and they might not consider it a valid form of company review.

Too often, online referrals come from either very happy or very frustrated customers who obviously lack objectivity. Whether the review is positive or negative, customer reviews have become the most influential review of your business, and they can have a major outcome on the success of your biz.

If your website has a detailed FAQ that you feel is very useful, it is likely overlooked by most of your customers. Go ahead, I'll even let you take a minute to look at your analytics... I don't mind...

Thanks for coming back! Some websites also offer automated chat responders that act as an interactive FAQ - but most internet consumers should be savvy to these by now and they have likely been burned by them. This also means these forms of customer support are also likely ignored.

But, if companies open an online forum that can act as a customer support vehicle, companies can put their staff to work in the same way they do with live phone support. As a bonus, however, forums also allow active customers to answer questions, offer advice, and provide realistic solutions to other customer issues.

Software developers and electronics companies seem to be the most common businesses to use online support forums. This use likely stems from customers having questions that require a detailed list of actions or the need to post examples of computer code. But use of these forums for customer support are being embraced more frequently as familiarity with message boards grows among the Babyboomer generation. Companies like GetMyHomesValue.com, one of the nation's fastest growing private companies, online gaming sites like World Of Warcraft, and music service providers like Rhapsody are actively using community forums to keep an open line of communication with their customers.

Common customer questions are a great reason to start a support forum. Live chat windows offer instant feedback, and FAQ’s provide a quality resource. But forum threads are indexed by search engines and easy for customers to read when a quick answer is necessary. Both of these forum "pros" are "cons" of live support and FAQs.

Hosting your own online forum is also a great way to thwart attacks from complaints-driven review websites. When a negative review or comment appears on one of these negative websites, have one of your online customer service reps refer people who view that page to your support forum. In addition to actively contacting the customer to resolve the issues, start a thread that address what they wrote about your company and offer your side of the story on the forum.

There's a reason why "old school" practices often stand the test of time. Hosting a forum on your website may seem outdated when the entire marketing world is shifting towards social media. But companies looking to invest more in their online presence and reduce spending on call centers can find benefit in hosting a customer support forum. In addition to aiding customer relationships, message boards can also prove to be fertile ground for word of mouth product launches. Often times, using a support forum to get the word out about new products will put your message in the hands of your company's best advocates - engaged, web savvy, early adopters.