The value of whinge corners
About a year ago, Buy.at started a whinge corner that most affiliates who check out the UK Affiliate Marketing Forum would know of. It was fairly active at least until the early part of this year but hasn't seen much activity out there off late. I am sure the buy.at folks are pleased ---- things must seem all too perfect, aren't they? By their own admission when the whinge corner was started, it was almost impossible to get everything absolutely perfect. Has the idea died? I hope not.
I thought it was a smart move by the company to start the whinge corner. For one, it consolidated the whinges in one place---makes life so much easier to keep track of all the negative vibes going on about the company, its products and service. Secondly, it was a proactive move from the company--- and it showed that it did care about feedback which it demonstrated by being fairly responsive to the various posts. That definitely touched a cord with the affiliates, I believe, just going by the tone of the posts. Undoubtedly there were complaints, but typically these were statements of fact and not laced with choice language that one finds sometimes on other forums when things get a bit out of hand.
Feedback was often constructive, sounding more like requests rather than a "matter of right" demands. There were ideas and suggestions for product development, and it almost seemed like the company was getting some free usability results. From an affiliates' perspective, it is reassuring to know that comments are listened to and feedback acted upon-- it instils a great sense of confidence in the network and enhances the network-affiliate relationship.
One challenge, of course, for any company attempting to try something like this--- and I hope there were more such sincere and interactive corners-- is to ensure that the company continues to be responsive to and honest about its perspective on the feedback being received. The old adage, "work must not only be done, but also seem to be done" is definitely true. It is easy to start an initiative only for it to peter out tamely; indifference can creep in rather easily. And if that happens, the organization faces the risk of being branded insincere and dishonest, a far worse label than something like "technically incompetent".
Hopefully, more of our affiliate networks will start leveraging these direct communication channels to build more profitable relationships.
Until next time,
Ben Flux
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