Last year I talked about the reviews for all of Sun's products on sun.com—a sign of supreme confidence in what they sell.
Curt told me that what I call being real, Sun calls "openness and transparency," and that it comes down from "the top of the company, Jonathan Schwartz," Sun's CEO. Schwartz is notable as that rare species, a CEO blogger, but providing product ratings and reviews really turns your marketing message over to your customers.
Sun had found that for every bad review they get, they get several good ones. Curt says that the really crazy reviews are "self-correcting"—someone sane comes along to override them soon enough.
Sun's mot stopping, either. They've now started Comments
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