"This book deserves a spot on the desk of every executive who
worries about his company''s reputational risk."
-Time Magazine
"A distillation of the experiences of a pioneer in amplifying the
voice of the customer. Anyone who wants to understand the world of
consumer generated media should read Pete Blackshaw''s book."
-James L. Heskett, Baker Foundation Professor, Emeritus, Harvard
Business School
"When bad news hits, you won''t have time to read
this book -- so you better read it now!. For
marketers coping with a consumer who''s skeptical and networked,
Pete gives us a first aid kit, a bullet, and a shot of
whiskey."
- Ted McConnell, Director of Interactive/Digital Innovation,
Procter & Gamble
"The only way this book could provide a more substantial take on
consumer generated media is if Blackshaw allowed his readers to
write it themselves."
-Dave Balter, CEO, BzzAgent
"Blackshaw is absolutely
right. We''re experiencing an unmistakable
ground shift in how consumers talk to companies. Pete''s book calls
it out, and lays out a practical road map for managing these new
dynamics."
-Beth Thomas-Kim, Director of Consumer Services, Nestlé USA, and
Chair, Society of Consumer Affairs Professionals
"Much more than a cautionary tale -- this book helps marketers
understand how to build and nurture brands in a world where
consumer generated media is growing by leaps and bounds."
-Ted Woehrle, SVP Marketing & Brand Management, Newell
Rubbermaid
"Pete Blackshaw really gets it. For marketers and other corporate
control freaks, it''s about diving in and letting go. As a blogger
myself at Sony, I''ve dogeared several pages from the book that I
will be referring back to from time to time. "
-Rick Clancy, SVP, Corporate Communications, Sony Electronics
"Powerful and compelling. [Blackshaw's] book lays out a
straightforward roadmap for companies and brands to follow to
re-engineer the way they listen, respond, and engage with today''s
empowered consumers!"
-Linnea Johnson, Director, Unilever Consumer Services
"Highly-readable….Proves the importance and value of credibility,
and delivers practical advice on how to earn credibility through
authentic relationship management."
- Jim Boyce, President, North America, Convergys Corporation
"Provides frank insight…on how marketers and consumer affairs
professionals can more effectively navigate this new landscape. Net
result: [SATISFIED CUSTOMERS TELL THREE FRIENDS] helps me stay on
top of my game. "
-Tom Asher, Head of Consumer Relations North America, Levi Strauss
& Co
""This book is far less about technology or the ''next cool thing''
than very simple truths and principles - earning trust and building
credibility through listening, responsiveness, dependability and
performance. BBB has served as the marketplace voice for these
principles for nearly 100 years, and Pete puts them all into a
contemporary mission critical context."
- Steven J. Cole, President and CEO, Council of Better
Business Bureaus, Inc.
"Pete''s book suggests that the fastest growing media is that which
consumers create and share themselves. Consumer talk and ''create
media'' when they have great, authentic and credible customer
experiences, and we''ve known that at Peet''s since our inception.
This book should be on the bookshelf of every chief marketing
officer." -Chris Lansing, Chief Marketing Officer, Peet''s Coffee
& Tea
"If you really want to understand why listening, responding, and
nurturing community with your loyal customers truly matters,
Pete''s book is an essential read. His six drivers of brand
credibility are not only spot-on, but hugely relevant to today''s
digitally-charged environment." -Diane Hessan, President, CEO
Communispace
"A practical how-to guide -- filled with great examples and stories
-- on how to build your brand authentically in today''s world." -
Tony Hsieh, CEO - Zappos.com
"We invited pete to deliver a presentation on Tell 3000 book themes
and the response among attendees -- including top global 500
companies - was phenomenal. His book should be on the must-read
list of anyone in the customer relations management
industry."
-Randy Saunders, Marketing Manager, Cincom Systems
"In June 2006, a man named Vincent Ferrari had a shockingly
combative conversation with an AOL sales rep; he recorded it and
posted it on YouTube. More than 62,827 viewings later, AOL''s
reputation was irretrievably damaged. In the digital age,
disgruntled customers are now in the driver''s seat, argues
Blackshaw in this thoughtful and engaging book. With the advent of
Consumerist.com and other venues where customers can blow off steam
about bad service or deficient products, consumer generated media
is a force to be reckoned with. Since consumers trust other
consumers above companies or brands, a company''s success depends
on its credibility and its ability to gain the trust and support of
Web-savvy, outspoken and influential customers. Through remarkable
stories of mass consumer advocacy and the power of bloggers and
ordinary Joes with an Internet connection and a bone to pick,
Blackshaw advises executives on how to build credibility into their
businesses through blogs, Web sites and video postings.
Informative, energetic and entertaining, this is a marvelous
argument for corporate responsibility and accountability,
interesting to laypeople and instructive for executives.
"
-Publisher''s Weekly