simon

There are definitely some companies out there listening/monitoring (I know because I’ve helped a few of them myself).

The challenge for companies – especially oil-tanker-like big ones – is that listening isn’t enough. They must also interpret what it is they’re hearing and then figure out what to do about it. And doing something meaningful about it is really, really hard. Typically that’s why PR departments have taken responsibility for ‘reputation management’ online (especially Twitter). If negative comments are posted, the PR guys can quickly respond with soothing noises or even a quick freebie if required. But that’s not real change. It’s very different from actually fixing the underlying problem that’s causing negativity in the first place.

Comcast is an excellent example of this. Horrible customer service, a totally non-transparent pricing structure, etc. What do they do? Focus on solving a few people’s highly visible complaints on Twitter specifically to earn the company brownie points for a) ‘listening to their customers’ and b) ‘getting social’. Did they fix the real problem in their business? Not if the phone call I tried to have with them this morning is anything to go by. Of course they don’t need to provide good customer service because they’re a monopoly (single-payer healthcare anyone)?

The point I’m making is that social/customer insights need to permeate and galvanize the entire organization – and right now they don’t. Companies must shift their mindset to understand that they’re in business to serve their customers. That requires putting the customer (rather than the C-Suite and major shareholders) at the center of the business. Right now the vast majority of companies are still organized in silos and managed (hierarchically) as if the old command and control days were still in full swing.

I believe that the next 10 years will see companies paying much, much more than lip-service to customer needs, views and opinions. Exceptional, consistent customer service will migrate from the periphery to the core of marketing thinking. Why? Because finally consumers have real power and they will be heard.

Many people ignore or up the volume on a heated debate with a customer. I've always wondered why? Firstly, if you ignore, the repercussions of that customer telling their friends/family will only magnify. We only have to think of ourselves when it comes to sharing negative experiences. Secondly, by having a shouting-match with a customer makes YOU the person and the brand look unprofessional and unapproachable. Why add fuel to the fire right? Some brands espouse the customer is always right, but arguing with them lacks congruence.

From my experience, listening and asking questions always gets to the root of the issue. Angry customers may start off yelling but our emotional gas tank has a limit. The more a person talks, the more our emotional gas tank empties, the calmer a person gets. The shorter the lead time between complaint and compassion, brands increase the likelihood of transforming that angry customer into a parochial ambassador.

Best, Mahei