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Marketing, customer satisfaction and loyalty
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I recently wrote a series of articles on Belfius’ customer satisfaction strategy and was amazed by the number of positive reactions I got, especially on Linkedin.

It all started with an article where I was questioning Belfius’ claims in terms of customer satisfaction, and two articles followed where I showed why Belfius failed at measuring satisfaction the right way, and 4 advice to avoid bad satisfaction measurement.
The first article, where I criticized the bank’s claims, even got me a Linkedin invitation of Belfius’ CEO Marc Raisière (I haven’t accepted so far as it didn’t mention why he wanted to connect with me).

This made reflect about some of my most popular of the years and I got the impression (maybe it’s only a subjective one) that opinion articles got me the most attention. Unlike information articles (where I try to adopt a rather informative posture and remain neutral), my opinion articles are strong and I don’t hesitate to be a bit provocative to make people react. I spend obviously a lot of time reading other blogs and, to me, most authors are too neutral, tasteless and trying to profile themselves professionals with flawless judgments. Quite to the contrary I think that professionals today must have strong opinions to stand out and, most important of all, they must be ready to express those opinions and defend them. Real democracy comes from debate, not from consensus.

Advice to bloggers

My advice to bloggers is to stand to their opinions, to dare expressing them (in a respectful way though). I’m not for provocation for the sake of provocation. It will only brings you trouble and if you try to build a professional image through your blog (like I do). The last think you need is bad buzz. Hence, try to show strong opinions on topics that matters to you and, through your argumentation, prove that you master your subject.


In conclusion, let’s say that strong opinions will contribute to building your professional image if and only if those strong opinions are backed up with solid and respectful arguments.
Using provocation will only bring you short-term attraction and will result in destroying your professional image on the long-term.


Author: Pierre-Nicolas Schwab

Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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