You Are Your References
Fast Company: “If you run a restaurant, every patron is keeping score for Zagat. If you’re a politician, every potential voter is a potential online pundit as well. It’s pretty easy to get paranoid about this. Pretty easy to imagine that every customer is a potential brand destroyer. But every customer is also a potential brand builder. Dozens of people have posted positive reviews on PlanetFeedback (now known as Intelliseek) and Epinions.com for brands you wouldn’t expect, like Chili’s restaurants. Here are excerpts from one posting: ‘Do you like service that is exceptional? Do you like having a fair price for what you get? You can get all of this at Chili’s, because it has all that you want in a restaurant. . . . I had a chicken fried steak with corn on the cob and mashed potatoes. The chicken fried steak was as big as the plate, and it is made with Black Angus beef. . . .’”
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