Think Customers: The 1to1 Blog

In recent years, customers have taken to the Web, posting their opinions and reviewing everything from electronics to furniture. When I recently received a press release about the success that Rubbermaid has had when it tapped into customer ratings and reviews for a new line of sink mats, I was floored. Sink mats? What could people possibly have to say about sink mats? Would such a product line instill the same type of passion that vehicles or movies do in customers to ignite a firestorm of reviews?

Curious, I had to check out these reviews for myself and sure enough, some people who were dissatisfied with the mats didn't just rate the product; they also wrote lengthy reviews. The complaints ranged from the mats not staying in place to being stained with tomato sauce or having a slimy texture.

Rubbermaid, which recently launched the reviews to respond to customers and to give feedback to the brand managers, reached out to the customers who had posted the negatives reviews to offer a sample of the new and improved sink mat that the company redesigned based on customers' feedback (the previous one had a sealant that made stains permanent). Rubbermaid reports that the response from the new mat has been positive.

The sink mat reviews demonstrate the power of listening to customers on every single aspect of your organization. Sam Decker, CMO at Bazaarvoice, said in a column "The Multiplier Effects of Social Media" that he bylined for 1to1 Media in 2008, "In the end, the customer voice can have a multiplier effect in your company. As more departments in your organization use the customer data and content to change the way they do business, each of them will see a greater impact in what they do. They, in turn, will optimize their areas based on a customer-centric foundation... Soon enough, you start to see something different going on in your company. Not only are you making more money, but lo and behold, you've become a customer-centric company."