Ask for feedback or reviews . . . but not both in the same survey

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You can use customer contact information to request feedback, or collect text for posting in an online review. But doing both in the same question, like so many “efficient” strategies, is bound to backfire. A disclaimer that undermines trust I recently worked with a title company to manage the purchase of a new home. Home … Continued

Can Forrester empower consumers with its Tap app?

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Forrester Research, my former employer, has released a consumer app called “Tap.” The essence is simple: tell the world what businesses are doing wrong, and they’ll listen and fix it. It’s a crowded app world out there, but if this one catches on, it could make a difference. The world is filled with ratings and … Continued

Orwellian Peeple

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An app called Peeple plans to allow everyone to rate each other. The founders’ language reveals the terrifying, Orwellian logic at the center of this bankrupt idea. Peeple’s idea of rating people is breathtakingly naive. Rating people as drivers or passengers, sure. Rating restaurants and building contractors, that makes sense. But all people are a mix of … Continued