Why Do We Love Consumer Reports?

Posted by Deborah Chaddock Brown on December 7, 2009 under Customer Moments, Internet Connections, Trust | Be the First to Comment

Do you ever read Consumer Reports?  I know that when I plan to make a large purchase, I’ll research before heading to the store (or car lot) by looking for a recent issue of Consumer Reports for the scoop.  But they don’t just research the large ticket items.

I was doing a little work at the library yesterday (enjoying a wonderful holiday flute/guitar concert) and noticed the December issue of the Consumer Reports.  The magazine includes the latest research on large ticket items you might be purchasing for the holiday like electronics and appliances but also smaller priced gifts like coffee makers and music players. 

They are IN THE HEAD OF THE CONSUMER.  They get what is important to the customer.  They did an in-depth study on PAPER TOWELS.  And just in time for New Years Eve; a comparison of condoms! (BTW – the one to avoid?  Night Lights - it may glow in the dark, but won’t necessary provide the best protection.)

Each comparison provides the reader with information on:

• Pricing
• Quality
• Warranty
• Customer Service
• Shipping
• Availability
• Easy of doing business
• and an explanation of the fine print

The table of contents even includes a financial statement:  here’s how much money you’ll save if you take our advice on which oven range to purchase!

Consumer Reports understands what is important to the customer and then they provide it in an easy to understand, reliable and consistent manner.

Their website continues the same theme of information access in a customer-friendly manner. 

So how can we copy the example Consumer Reports provides? 

• They understand their customer
• They have a clear understand what information will be important
• They provide details in an easy-to-understand manner
• Their information is consistent
• They are readily available
• They offer information for free – online
• They provide background information that allows you to see how they test and what their methods of gathering information include

Great stuff.  It isn’t a magazine I curl up with on a Saturday night – pour a glass of wine and loose myself in their data – but it is a place I know will provide great value and that I TRUST before I invest my money; whether it is for a $2,000 computer purchase or a $1.69 roll of paper towels.