SATISFIED CUSTOMERS TELL THREE(ISBN=) 英文原版

　　New-media pioneer Pete Blackshaw contends that because anyone
with a computer can broadcast an opinion to millions and derail a
multibillion-dollar company or undermine a global brand, companies
today need to build and maintain credibility on every front.

　　PETE BLACKSHAW is executive vice president of strategic
services at Nielsen Online. A former coleader of interactive
marketing at Procter & Gamble and a graduate of University of
California at Santa Cruz, and then Harvard Business School, he has
been on the cutting edge of online media, consumer opinion, and
word-of-mouth behavior for more than a decade, and is quoted
frequently in the media. He lives in Cincinnati, Ohio.

　　”In June 2006, a man named Vincent Ferrari had a shockingly
combative conversation with an AOL sales rep; he recorded it and
posted it on YouTube. More than 62,827 viewings later, AOL’s
reputation was irretrievably damaged. In the digital age,
disgruntled customers are now in the driver’s seat, argues
Blackshaw in this thoughtful and engaging book. With the advent of
Consumerist.com and other venues where customers can blow off steam
about bad service or deficient products, consumer generated media
is a force to be reckoned with. Since consumers trust other
consumers above companies or brands, a company’s success depends on
its credibility and its ability to gain the trust and support of
Web-savvy, outspoken and influential customers. Through remarkable
stories of mass consumer advocacy and the power of bloggers and
ordinary Joes with an Internet connection and a bone to pick,
Blackshaw advises executives on how to build credibility into their
businesses through blogs, Web sites and video postings.
Informative, energetic and entertaining, this is a marvelous
argument for corporate responsibility and accountability,
interesting to laypeople and instructive for executives.”
　　–Publishers Weekly