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What would happen if a customer could add a 'dislike' button to a company's web site?
I wonder what would happen if customers could express their displeasure in public on a company's web site itself. Or perhaps a company might be brave enough to actually publicly show customer satisfaction based on how their customer service agents are performing?
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2 Answers
You'd get a J-curve.
Generally, consumers don't bother to rate things badly. They leave. If they like something, they take the time to express this. This leaves you with a J-curve, where everything has a high rating. You can see Randy Farmer's excellent work on this at http://buildingreputation.com/writings/2009/08/ratings_bias_effects.html.
Two systems that I've seen work better are:
Netpromoter score: ask your customers how likely they are to recommend you to a friend, subtract the negative folks, and you have a score you can compare to other companies. http://www.netpromoter.com/np/calculate.jsp
Upvoting: even simpler, just allow people to upvote on ideas or support threads. This shows you positive emotion, which is much more trackable than negative.
It means they have an opinion and you allow it and move on. God bless.
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