August 6, 2013, Good Gear Guide by Chris Kanaracus
Today, consumers are “crowd-sourcing their decision-making,” said SAP chief marketing and communication officer Jonathan Becher. More than half of customers change their minds about buying a product after reading a negative review online, he added.
“What does this mean for companies?” Becher said. “What does it mean for brands? It means we have to listen and respond to a whole host of digital signals. We have to change our mindset from controlling customer relationships and automating them, to thinking about how to provide that holistic experience.”