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Product Service Reviews: Essential Content You Didn't Know You Needed

Product Service Reviews: Essential Content You Didn't Know You NeededThis IDC Insight explores the significance of product service reviews to buyers. Marketers fail to provide some of the most important content types customers need to buy. In IDC's 2015 IT Buyer Experience Survey, participants selected product service reviews as the second most valuable information type for the earliest stage of the buyer's decision journey. However, marketers participating in IDC's 2015 Tech Marketing Benchmark Survey missed this fact almost entirely when assessing buyer needs.IDC explores why product service reviews are critical content and provides essential guidance as to how marketers can avoid this pitfall.

Please Note: Extended description available upon request.

IDC Opinion
In This Insight
Situation Overview
Buyers Want Product Service Reviews — Early in the Decision Journey
A Marketing Blind Spot
Why Are Product Service Reviews so Important?
Essential Guidance
Problem: Lack of Awareness
Solution: Just Do It
Problem: Traditional Organizational Silo Boundaries
Solution: Make Friends with Customer Support
Problem: The Truth Can Hurt
Solution: Fix Service Problems and Be Authentic
Problem: No Information Available
Solution: Build Internal Awareness and Invest in What Buyers' Really Need
Future Outlook
There's More Gold to Be Discovered

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