Based on new research, the time-honored “90-9-1 rule” may no longer be accurate.
The 90-9-1 rule states that for every 100 people active online, one person creates content … nine people respond to created content … and 90 are merely lurkers – consuming the information but not “engaging” with it at all.
But now we have a survey by ratings and reviews platform Clutch which suggests that the ratio may be changing. The Clutch survey finds that around 20% of online shoppers have written reviews for some of their purchases.
That finding would seem to indicate that more people are now involved in content engagement than before. Still, when just one in five shoppers are writing and posting customer reviews, it continues to represent only a distinct minority of the market.
So, the big question for brands and e-commerce providers is how to encourage a greater number of people to post reviews, since such feedback is cited so often as one of the most important considerations for people who are weighing their choices when purchasing a new product or service.
A few of the ways that businesses have attempted to increase participation in customer reviews include:
Make the review process as efficient as possible by requesting specific feedback through star ratings.
Provide additional rating options on product/service performance sub-categories through quick guided questions.
Providing timely customer service – including resolving products with orders – can also increase the likelihood of garnering reviews that are positive rather than negative ones.
This last point is underscored by additional Clutch results which, when the survey asked why online shoppers write reviews, uncovered these reasons:
Was especially satisfied with the product or service: ~33%
Received an e-mail specifically requesting to leave feedback: ~23%
Was offered an incentive to leave feedback: ~5%
Was especially dissatisfied with the product or service: ~2%
For companies who might be concerned that negative feedback will be given lots of play, the 2% statistic above should come as some relief. And even if a negative review is published, the situation can often be rectified by reaching out to the reviewer and providing remedies to make things right, thereby “turning lemons into lemonade.”
After all, most consumers are pretty charitable if they sense that a company is making a good-faith effort to correct a perceived problem.
His reasons are a near-indictment of the company for losing the innovative spark that Yegge thinks was the key to Google’s success — and which now appears to be slipping away.
In a recently published blog post, Yegge lays out what he considers to be Google’s fundamental flaws today:
Google has gone deep into protection-and-preservation mode. “Gatekeeping and risk aversion at Google are the norm rather than the exception,” Yegge writes.
Google has gotten way more political than it should be as an organization. “Politics is a cumbersome process, and it slows you down and leads to execution problems,” Yegge contends.
Google is arrogant. “It has taken me years to understand that a company full of humble individuals can still be an arrogant company. Google has the arrogance of “we”, not the “I”.
Google has become competitor-focused rather than customer-focused. “Their new internal slogan — ‘Focus on the user and all else will follow’ – unfortunately, it’s just lip service,” Yegge maintains. “A slogan isn’t good enough. It takes real effort to set aside time regularly for every employee to interact with your customers. Instead, [Google] play[s] the dangerous but easier game of using competitor activity as a proxy for what customers really need.”
Yegge goes on to note that nearly all of Google’s portfolio of product launches over the past 10 years can be traced to “me-too copying” of competitor moves. He cites Google Home (Amazon Echo), Google+ (Facebook) and Google Cloud (AWS) as just three examples — none of them particularly impressive introductions on Google’s part.
Yegge sums it all up with this rather damning conclusion:
“In short, Google just isn’t a very inspiring place to work anymore. I love being fired up by my work, but Google had gradually beaten it out of me.”
It isn’t as if the company’s considerable positive attributes aren’t acknowledged – Yegge still views Google as “one of the very best places to work on Earth.”
It’s just that for creative engineers like him, the spark is no longer there.
Where have we seen these dynamics at play before? Microsoft and Yahoo come to mind.
These days, Facebook might be trending in that direction too, a bit.
It seems as though issues of “invincibility” have a tendency to creep in and color how companies view their place in the world, which can eventually lead to complacency and a loss of touch with customers. Ineffective company strategies follow.
That’s a progression every company should try mightily to avoid.
What are your thoughts on Steve Yegge’s characterization of Google? Is he on point? Or way wide of the mark? Please share your perspectives with other readers here.
As disruption wends its way through the retail marketplace, jewelers are the latest sector being upended.
In the world of retail, it makes total sense that e-commerce would be making certain sectors such as traditional bookstores a thing of the past. After all, the products they sell are identical to what’s available online — even down to the UPC barcode.
The only difference is a higher price tag – along with a few other impediments like store hours, the hassles of parking and the like.
But as time’s gone on, it’s become clear that the impact of e-commerce is affecting shopping behaviors in retail segments that might never have been thought to be susceptible.
Consider retail fine jewelry. If ever there was a segment where consumers could be expected to want to “see and feel” the merchandise prior to purchasing, it would seem to be this one.
However, a recent analysis by gem and jewelry industry specialist Polygon has found that the U.S. retail jewelry industry is reeling from the triple phenomenon of falling diamond prices, store closures and a liquidity crunch that has persisted since 2016.
Super-competitive pricing offered by online-only retailers and their foreign suppliers has put relentless pressure on gem prices at every step in the supply chain, it turns out. Profit margins have slipped badly as a result.
Consequently, an increasing number of jewelry businesses in the United States have found that economics of maintaining physical stores just aren’t working out. Since 2014. a raft of store closures has affected both independents and chain operations.
At the top of the supply chain, the biggest international producers of gems are responding to the industrywide pressures by cutting costs through mine closures, employee layoffs and assets sales. Probably the most prominent example of this is Anglo-American PLC, which laid off more than 85,000 workers at the beginning of this year, along with putting more than 60% of the company’s assets up for sale.
Par for the course, the relative bright spot in the overall picture is online jewelry sales. Online is taking up the slack of the other channels – but at lower sticker prices. Online retail sales of fine jewelry continue to grow in the high single-digits, even as the rest of the industry struggles mightily to maintain a business model that has become precarious in the new “online everything” world of retail.
I have my doubts that jewelry stores will disappear completely from the shopping malls, like we’ve seen happen with retailers of movies and music. But the days of a jewelry store outlet anchoring every major crossroads intersection at the shopping mall are probably history.
More information on the Polygon report can be found here.
It’s common knowledge by now that the data breach at credit reporting company Equifax earlier this year affected more than 140 million Americans. I don’t know about you personally, but in my immediate family, it’s running about 40% of us who have been impacted.
And as it turns out, the breach occurred because one of the biggest companies in the world — an enterprise that’s charged with collecting, holding and securing the sensitive personal and financial data of hundreds of millions of people — was woefully ill-prepared to protect any of it.
How ill-prepared? The more you dig around, the worse it appears.
Since my brother, Nelson Nones, works every day with data and systems security issues in his dealings with large multinational companies the world over, I asked him for his thoughts and perspectives on the Equifax situation.
What he reported back to me is a cautionary tale for anyone in business today – whether you’re working in a big or small company. Nelson’s comments are presented below:
Background … and What Happened
According to Wikipedia, “Equifax Inc. is a consumer credit reporting agency. Equifax collects and aggregates information on over 800 million individual consumers and more than 88 million businesses worldwide.”
Founded in 1899, Equifax is one of the largest credit risk assessment companies in the world. Last year it reported having more than 9,500 employees, turnover of $3.1 billion, and a net income of $488.1 million.
On September 8, 2017, Equifax announced a data breach potentially impacting 143 million U.S. consumers, plus anywhere from 400,000 to 44 million British residents. The breach was a theft carried out by unknown cyber-criminals between mid-May 2017 until July 29, 2017, which is when Equifax first discovered it.
It took another 4 days — until August 2, 2017 — for Equifax to engage a cybersecurity firm to investigate the breach.
Equifax has since confirmed that the cyber-criminals exploited a vulnerability of Apache Struts, which is an open-source model-view-controller (MVC) framework for developing web applications in the Java programming language.
The specific vulnerability, CVE-2017-5638, was disclosed by Apache in March 2017, but Equifax had not applied the patch for this vulnerability before the attack began in mid-May 2017.
The workaround recommended by Apache back in March consists of a mere 27 lines of code to implement a Servlet filter which would validate Content-Type and throw away requests with suspicious values not matching multipart/form-data. Without this workaround or the patch, it was possible to perform Remote Code Execution through a REST API using malicious Content-Type values.
Subsequently, on September 12, 2017, it was reported that a company “online portal designed to let Equifax employees in Argentina manage credit report disputes from consumers in that country was wide open, protected [sic] by perhaps the most easy-to-guess password combination ever: ‘admin/admin’ … anyone authenticated with the ‘admin/admin’ username and password could … add, modify or delete user accounts on the system.”
Existing user passwords were masked, but:
“… all one needed to do in order to view [a] password was to right-click on the employee’s profile page and select ‘view source’. A review of those accounts shows all employee passwords were the same as each user’s username. Worse still, each employee’s username appears to be nothing more than their last name, or a combination of their first initial and last name. In other words, if you knew an Equifax Argentina employee’s last name, you also could work out their password for this credit dispute portal quite easily.”
The reporter who broke this story contacted Equifax and was referred to their attorneys, who later confirmed that the Argentine portal “was disabled and that Equifax is investigating how this may have happened.”
The Immediate Impact on Equifax’s Business
In the wake of these revelations, Equifax shares fell sharply: 15% on September 8, 2017, reducing market capitalization (shareholder value) by $3.97 billion in a single trading day.
Over the next 5 trading days, shares fell another 24%, reducing shareholder value by another $5.4 billion.
What this means is that the cost of the breach, measured in shareholder value lost by the close of business on September 15, 2017 (6 business days), was $9.37 billion – which is equivalent to the entire economic output of the country of Norway over a similar time span.
This also works out to losses of $347 million per line of code that Equifax could have avoided had it deployed the Apache Struts workaround back in March 2017.
The company’s Chief Information Officer and Chief Security Officer also “retired” on September 15, 2017.
Multiple lawsuits have been filed against Equifax. The largest is seeking $70 billion in damages sustained by affected consumers. This is more than ten times the company’s assets in 2016, and nearly three times the company’s market capitalization just before the breach was announced.
The Long-Term Impact on Equifax’s Brand
This is yet to be determined … but it’s more than likely the company will never fully recover its reputation. (Just ask Target Corporation about this.)
Takeaway Points for Other Companies
If something like this could happen at Equifax — where securely keeping the private information of consumers is the lifeblood of the business — one can only imagine the thousands of organizations and millions of web applications out there which are just as vulnerable (if not as vital), and which could possibly destroy the entire enterprise if compromised.
At most of the companies I’ve worked with over the past decade, web application development and support takes a back seat in terms of budgets and oversight compared to so-called “core” systems like SAP ERP. That’s because the footprint of each web application is typically small compared to “core” systems.
Of necessity, due to budget and staffing constraints at the Corporate IT level, business units have haphazardly built out and deployed a proliferation of web applications — often “on the cheap” — to address specific and sundry tactical business needs.
I strongly suspect the Equifax portal for managing credit report disputes in Argentina — surely a backwater business unit within the greater Equifax organization — was one of those.
If I were a CIO or Chief Security Officer right now, I’d either have my head in the sand, or I’d be facing a choice. I could start identifying and combing through the dozens or hundreds of web applications currently running in my enterprise (each likely to be architecturally and operationally different from the others) to find and patch all the vulnerabilities. Or I could throw them all out, replacing them with a highly secure and centrally-maintainable web application platform — several of which have been developed, field-tested, and are readily available for use.
So, there you have it from someone who’s “in the arena” of risk management every day. To all the CEOs, CIOs and CROs out there, here’s your wakeup call: Equifax is the tip of the spear. It’s no longer a question of “if,” but “when” your company is going to be attacked.
And when that attack happens, what’s the likelihood you’ll be able to repel it?
… Or maybe it’ll be the perfect excuse to make an unforeseen “early retirement decision” and call it a day.
Update (9/25/17): And just like clockwork, another major corporation ‘fesses up to a major data breach — Deloitte — equally problematic for its customers.
In 2017, not only is the United States politically divided into nearly equal camps, but it seems as though the gulf between the two sides is wider than it’s been in decades.
In my own personal experience, I haven’t witnessed political rifts this big since the anti-war era of the late 1960s and early 1970s. But even then, that divide wasn’t so much on partisan grounds as on philosophical ones.
[And it wasn’t an equal divide, either. Remember President Richard Nixon’s slogan about the “silent majority”? It was — to the tune of a 61% Nixon victory in the presidential election of 1972.]
Historically, the people who manage product brands have adhered to a formula similar to that of distant relatives getting together for a holiday meal: avoid talking about politics and religion. But in times where politics can overtake even the best-curated brands, that’s become more difficult.
Recently, international market research firm Ipsos studied the issue. It tested a number of well-known brands that have been the subject of “political” controversies. Considering one measure – stock price – Ipsos found that there has been minimal impact on brand health when looking at the publicly traded brands that President Donald Trump has mentioned in his various late-night tweets.
But viewed another way, Ipsos found that there’s an ever-expanding emphasis on partisan politics. Americans have become more likely to combine their behavior as consumers with their ideological or partisan loyalties. One measure is the spike in searches on Google for the term “boycott,” as can be seen clearly in this chart:
According to Ipsos, politically-minded boycotts appear to be having noticeable business impacts. Looking at around 30 publicly traded brands, those with the highest rate of consumer boycotts since the November 2016 election are the ones that experienced the worst stock market performance – by a factor of about -15%.
Prudent advice would be for brands to respond to the hyper-partisan environment by trying not to be drawn into ideological debates. That’s a smart move, as most of the brands Ipsos tested have a fairly evenly balanced mix of self-described Democrats and Republicans.
In such an environment, no matter which way a company might be perceived to be moving “politically,” there will be a substantial portion of its customers who object.
And object they do: As part of its study, Ipsos surveyed consumers on their boycotting behaviors. More than 25% of the survey respondents revealed that they have stopped using products or services from a company because of its perceived political leanings. And as Ipsos has found, the brands with the highest rate of recent consumer boycott activity have also experienced the worst stock market performance.
Trying to avoid becoming part of today’s sometimes-toxic political environment isn’t always easy for brands to accomplish. Even for brands that make a concerted effort, it is increasingly hard to predict what factors might drive a company into the limelight — or whether anything the company does or doesn’t do can control what actually happens.
Ipsos cautions that staying on the political sidelines isn’t as easy as it has been in the past. It has determined that political party identification now ranks as one of the most central aspects of how consumers organize their lives – and how they relate to brands as well.
To illustrate, Ipsos presents the cases of Nordstrom and Uber. Both companies feature customer bases that skew somewhat more Democrat, but with significant percentages of Republicans as well. Since the 2016 Presidential election, both companies have experienced politically-themed PR incidents that were magnified on social media platforms, to negative effect.
Different groups reacted in different ways – Republicans turned off by Nordstrom (dropping Ivanka Trump’s clothing line) and Democrats turned off by Uber (Travis Kalanick’s involvement with Donald Trump’s economic advisory council).
But the end result was the same: the brands’ reputations suffered.
In today’s environment, it seems as though assiduously maintaining a non-partisan, non-confrontational stance is still the best policy for maintaining brand strength. But it isn’t a guarantee anymore.
Additional findings and conclusion from the Ipsos evaluation can be found here.
These days, brands often get caught up in a social media whirlwind whenever they might stumble. Whatever fallout there is can be magnified exponentially thanks to the reach of social platforms like Twitter, Facebook and Instagram.
When a “brand fail” becomes a topic of conversation in the media echo chamber, it can seem almost as though the wheels are coming off completely. But is that really the case?
Consider the past few weeks, during which time two airlines (United and American) and one consumer product (Pepsi) have come under fire in the social media sphere (and in other media as well) for alleged bad behavior.
In the case of United and American, it’s about the manhandling of air travelers and whether air carriers are contributing to the stress – and the potential dangers – of flying.
In the case of Pepsi, it’s about airing an allegedly controversial ad featuring Kendall Jenner at a nondescript urban protest, and whether the ad trivializes the virtues of protest movements in cities and on college campuses.
What exactly have we seen in these cases? There’s been the predictable flurry of activity on social media, communicating strong opinions and even outrage.
United Airlines was mentioned nearly 3 million times on Twitter, Facebook and Instagram just on April 10th and 11th. Reaction on social media over the Pepsi ad was similarly damning, if not at the same level of activity.
And now the outrage has started for American Airlines over the “strollergate” incident this past weekend.
But when you consider what the purpose of a brand actually is – to sell products and services to customers – what’s really happening to brand reputation?
A good proxy is the share price of the brands in question. United Airlines’ share price took a major hit the week the “draggergate” news and cellphone videos were broadcast, but it’s been climbing back ever since. Today, United’s share price looks nearly the same as before the passenger incident came to light.
In the case of Pepsi, company shares are up more than 7% so far in 2017, making it a notably robust performer in the market. Moreover, a recent Morning Consult poll found that over 50% of the survey respondents had a more favorable opinion of the Pepsi brand as a result of the Kendall Jenner commercial.
That is correct: The Pepsi commercial was viewed positively by far more people than the ones who complained (loudly) about it on social media.
What these developments show is that while a PR crisis isn’t a good thing for a brand’s reputation, social fervor doesn’t necessarily equate with brand desertion or other negative changes in consumer behavior.
Instead, it seems that the kind of “brand fails” causing the most lasting damage are ones that strike at the heart of consumers’ own individual self-interest.
Chipotle is a good example, wherein the fundamental fear of getting sick from eating Chipotle’s food has kept many people away from the chain restaurant’s stores for more than a year now.
One can certainly understand how fears about being dragged off of airplanes might influence a decision to select some other air carrier besides United – although it’s equally easy to understand how price-shopping in an elastic market like air travel could actually result in more people flying United rather than less, if the airline adjusts its fares to be more the more economical choice.
My sense is, that’s happening already.
And in the case of Pepsi, the Jenner ad is the biggest nothing-burger to come down the pike in a good while. The outrage squad is likely made up of people who didn’t drink Pepsi products to begin with.
Still, as an open forum, social media is important for brands to embrace to speak directly to customers, as well as to learn more about what consumers want and need through their social likes, dislikes and desires.
But the notion of #BrandFails? As often as not, it’s #MuchAdoAboutNothing.
Just how many mistakes did United Airlines make in “re-accommodating” four of its booked passengers recently? Oh, let us count the ways …
Despite some reports to the contrary, technically United Airlines wasn’t in an overbooking or oversold situation. The flight boarded full; then some crew assigned to a future flight from the destination city turned up suddenly.
The airline’s first mistake was failure by its managers or staff to correctly anticipate the crew that needed to travel on this flight.
Their second mistake was to implement an operating procedure which gives crew higher priority than paying customers.
Because all customers had already taken their seats on the airplane, and no more seats were available, this meant that the airline’s staff had to ask — or coerce — some seated customers to leave.
United’s third mistake was management’s failure to empower the airline’s gate agents to offer higher compensation in order to entice customers to leave voluntarily.
This miscalculation guaranteed that the victims would be “paying customers” who had done nothing wrong, rather than the airline’s managers and staff who had made all the mistakes.
When choosing its victims, everything else being equal apparently, United Airlines and its regional partners like United Express go after the lowest-paying customers first. That too is a miscalculation.
Let’s explore this a bit further. According to the latest published data I could find, on average around 40% of passengers on the typical flight are traveling using heavily-discounted tickets. Most of those tickets are non-refundable, and prepaid. They can be changed ahead of time, but only if the customer pays change fees which can be very costly.
If the passenger doesn’t change his or her booking early enough, and doesn’t show up for the flight, the airline keeps all the revenue – and has the possibility of re-selling the seat to a different passenger.
Otherwise, the airline keeps the original revenue, plus the change fee. For United, this amounted to $800 million of additional revenue in the year 2015 alone.
Airlines justify their overbooking and overselling tactics as a way of reducing the risk of revenue lost from no-shows. Published data indicates that approximately 15% of confirmed reservations are no-shows. Assuming that the airline bears the full risk of revenue lost from no-shows, overbooking mitigates that risk by allowing other passengers to claim and pay for seats that would otherwise fly empty.
Airlines typically overbook about 12% of their seats, counting on no-shows to match load-to-seats, or later cancellations to reduce bookings. (Failure to correctly anticipate the number of no-shows would also qualify as a mistake by the airline’s management or staff.)
All that being said, however, in most discounting situations there is no “risk” to reduce, because most customers who buy discounted tickets already bear all the financial risks from a failure to show up for flights. If passengers are unable to fly when originally planned, they must either pay steep change fees … or they forfeit the entire fare paid.
The Real Risk
In fact, the airlines’ biggest risk of revenue loss from no-shows arises from passengers paying first class, business class or full-fare economy.
These types of tickets account for approximately 25% of passengers and 50% of ticket revenues. Yet those passengers typically incur few if any cancellation fees or penalties if or when they don’t show up.
When enterprises like United try to have it both ways – by putting themselves ahead of their customers and gaming the system to maximize revenues without incurring any apparent financial risks – is it any wonder the end result is ghastly spectacles like passengers being forcibly dragged off airplanes?
Scenes like that are the predictable consequences of greed overtaking sound business management and ethics. You don’t have to think too hard to come up with other examples of precisely the same thing — Wells Fargo’s “faux” bank account setups being another recent corporate black-eye.
I’m sure if United Airlines had it to do all over again, it would have cheerfully offered up to $10,000 per ticketed passenger to get its four flight crew members off to Louisville, rather than suffer more than a $200 million net loss in share value of its company stock over the past week.
But instead, United Airlines decided on a pennywise/pound-foolish approach.