Washington, DC (PRWEB) February 28, 2012
The new social media trend, according to newBrandAnalytics, is leveling the playing field. “There’s a lot of buzz about the marketing intelligence brands gain from online customer feedback,” says Ashish Gambhir, Co-Founder of newBrandAnalytics, the leading provider of Social Business Intelligence solutions, “but there is another aspect to this powerful force that companies need to understand and embrace: how social media is leveling the playing field for businesses of all sizes.”
Small to mid-size operations (SMB) often feel dwarfed by the all-encompassing marketing initiatives of the big, well-known brands that surround them. Compared to their clout, SMBs often feel that their reach is limited. But as Gambhir points out, sources of information for customer decision-making are shifting. “What do customers typically do when they think about where to eat, where to shop, or where to stay? They go online to read reviews, which are now widely considered the top influencer of purchase decisions. The dramatic shift in feedback online and its vast exposure is evening the playing field despite disparities in marketing budgets. No matter the size of your business, your customers (and competitors!) know about your customer experiences. More than ever before, people are dining at your restaurant, shopping at your store, or staying at your hotel because of the (operational) experiences your customers are sharing online.”
SMBs need to realize that, now more than ever, this online customer feedback is enabling them to better compete against the big ones and, in the process, putting the operations department squarely in the spotlight. The top priority for restaurants, for instance, has always been to provide great food and good service. That’s even more critical in today’s “everyone-knows-everything” online environment. From purchasing and menu development for a restaurant to service and checkout at a retail outlet, the operations team must be tightly focused on the customer experience because many of those experiences are shared online. “There’s no place to hide mediocre product quality or service. Given the even playing field and wide availability of information, the best operators will rise to the top,” cautions Gambhir.
Ashish Gambhir is Co-Founder of Washington, D.C.-based newBrandAnalytics, the leader in Social Business Intelligence solutions for the restaurant and hospitality industries. Their flagship offering, Social Guest SatisfactionTM is used by thousands of restaurants and hotels and is proven to improve guest experience. The company was recently named the Venture Summit Mid-Atlantic 100 Company of the Year.