Consumers Still Rely on Friends, Reviews for Initial Product Trust

Forrester Research's Groundswell blog reports that North American consumers still cite friends and acquaintances with first-hand knowledge of a product as their primary trustworthy source (83%).  Independent print and broadcast reviews come second (75%) and manufacturers' own websites are right behind in third (69%):

"If most of your customers like you, the lesson is this: help them to talk. Install ratings and reviews on your site. Create a blog and let them respond. Give them online tools and energize them. And embrace the fan groups they form on social networks. Fan the flames."

What about customers who are unhappy? No amount of "influencer marketing" can save them, according to Groundswell. The remedy is to seek out and solve problems of individuals who are talking and - here's the hard part - spend the time and money to fix customer service on the front end to stop the bleeding.