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Everyone's a Critic: Winning Customers in a Review-Driven World Audiobook
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How businesses can harness the power of online consumer reviews More than seventy percent of consumers now consult online reviews before making purchases, and they take those picks and pans very seriously. A disgruntled but ignorant customer on Yelp might have more clout than any expert guidebook, magazine article, or newspaper critic. No wonder many businesses feel terrified by the review-driven marketplace. But some savvy businesses have figured out how to navigate—and even profit from—the new world of ubiquitous customer reviews. Bill Tancer takes listeners on a fascinating journey inside that world, revealing how sites like Yelp, TripAdvisor, and many others are changing the way we interact. Listeners learn, for instance, why one Los Angeles barber decided to advertise his one-star Yelp reviews; what's behind the highest-rated locksmith service in New York City; and how one scrappy hotel figured out how to become the highest rated in London. Tancer's fascinating stories and data-driven research show how online reviews can be a huge help to business owners, once they learn how to leverage them.
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“Tancer, general manager of global research at Experian Marketing Services, makes a convincing argument that online reviews offer savvy businesses and marketers an exciting opportunity: the chance to get in front of prospective customers at a point when they are making purchase decisions…The book’s takeaway is that, if marketers are willing to tackle the complexity of the online consumer report world, they can better serve both businesses and consumers.”
— Publishers Weekly
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“Terrific! Amazing! Fantastic! Reviews are everywhere and their commercial importance is growing. Bill Tancer masterfully unveils what’s behind the ‘critic economy’ so businesses can benefit—and not be bludgeoned—by ubiquitous reviews. Bravo!”
— Kenneth Cukier, coauthor of Big Data -
“With Everyone’s a Critic, Bill Tancer has hit the business book superfecta by writing one that is important, timely, useful, and fun to read. Whether you are a business owner, a marketer, or just an ordinary consumer like me, you will love his exploration of the online reviewing phenomenon that has transformed the competitive landscape—and that businesses ignore at their peril.”
— Bo Burlingham, author of Small Giants
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About Bill Tancer
Bill Tancer is the New York Times bestselling author of Click: What Millions of People Are Doing Online and Why It Matters and the general manager of global research at Experian Marketing Services. He has been a frequent guest on CNBC, Fox Business News, and Bloomberg and has been quoted by major publications about online consumer behavior. He previously wrote a weekly column for Time titled “The Science of Search.” He lives in San Mateo, California.
About Lloyd James
Lloyd James (a.k.a. Sean Pratt) has been a working professional actor in theater, film, television, and voice-overs for more than thirty years. He has narrated over one thousand audiobooks and won numerous Earphones Awards and nominations for the Audie Award and the Voice Arts Award. He holds a BFA degree in acting from Santa Fe University, New Mexico.