The opinions of 'people like me' have become enormously influential in recent years, as the proliferation of social networks have allowed consumers to quickly and easily share their thoughts and views on companies, products and services.
Furthermore, evidence demonstrates that people are most likely to share these opinions if they are negative! Brands beware!
And there are suggestions that the influence of the customer voice is only getting stronger, as demonstrated in this infographic from Workstar.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.