Article
User-Generated Content: Harnessing the Power of Authentic Customer Experiences
User-generated content, orUGC, is the buzzword of the day for businesses. But beware: pitting employees against each other in a race to produce the most UGC can be damaging to your organization. UGC is composed of "customer experiences" – the things your customers do, say, and see that make them happy. When done well, UGC can fuel customer loyalty and retention, and spur sales. There are, however, many pitfalls to watch out for when attempting to generate UGC. pursuing short-term or mechanical solutions to UGC problems can backfire, leading to a decline in credibility, engagement, and customer loyalty. Failing to appreciate the inherent value of UGC can also cost you dearly. Take the time to understand your customers, and you'll be well on your way to harnessing the power of UGC.