[My own comments in brackets]
Xavier Vallée, AVIS UK
–Through research AVIS found out that usually online customers
• Read peer reviews (1/3) and 1/3 of those change their opinion upon reading (which translates roughly into 1/9 of online customers changing their opinion after reading reviews); [Pay attention to reviews!]
•Trust 2 times more in reviews than in official pieces of communication (marketing pieces, website…); [Interesting and disturbing for traditional marketing!]
–AVIS embraced this User Generated Content (UGC)/Social Media “opportunity” by seting up their own corporate blog called We Try Harder.
•Xavier stated they “listen to the customer” and reply when needed and that AVIS uses the feedback from this blog between others (other blogs they monitor and other sources of information) when they make decisions such as renewing their fleet and buy model A or B. [This is an example of how customer feedback can be used as an affordable source for innovation][EMBRACE!].
–[UGC/Social Media shouldn’t be ignored but embraced as an opportunity to develop online conversations with customers].
–[Click here for AVIS case study by market sentinel]