Today you’re a part of something special thanks to Keith McArthur who created the cluetrainplus10 project, celebrating the tenth anniversary of The Cluetrain Manifesto.
I’m one of 95 bloggers around the world who has volunteered to write about one of the 95 theses in the manifesto. The 95 theses examine the impact of the Internet on markets and organizations.
Why is this special for you? By leaving a comment, you will be adding your voice to the cluetrainplus10 project too.
This post is about thesis #78: You want us to pay? We want you to pay attention. It goes without saying it will focus on the relationship between customers and retailers, in true Bargainista style.
Customers have always wanted businesses to pay attention to them. It’s nothing new. Word of mouth has always given customers the ability to drive or destroy sales. What is new is how customers can spread the word faster than ever before and how our expectations have changed.
When Cluetrain was first published, the authors probably had platforms like bulletin boards, forums and other online communities in mind. Google was in its infancy. I wonder if the authors had envisioned anything like blogs, Twitter, MySpace, Facebook or YouTube? What about being friended by your grandma?
Shopping has always been a social activity, just look at any shopping mall. However, social shopping has taken on a whole new meaning in the age of social media. People aren’t just checking company websites; they’re searching Google, reading blogs and consulting friends on Twitter, to name a few. (I’m convinced the popularity of the iPhone and iPhone apps can be traced back to tweets.)
So, what really has changed today?
Today, not only do we have more channels to discuss our complaints and concerns, we seem to have less fear about doing so.
Consumers are far less inhibited and in tough economic times, they are more careful about spending their hard-earned dollars.
The Internet has provided a channel to vent and we expect companies we’re doing business with to listen.
More than ever, it’s become abundantly clear that we want to know the companies we’re doing business with us care about us and they are listening to what we are saying. If it weren’t for us, they wouldn’t be in business.
Do you ever wonder if quiet companies are actually listening, taking our feedback into account and doing something to produce a better product or improve customer service? I do.
I’ve blogged about countless brands since 2006. Yet, I can probably count the number of companies that have commented in a transparent manner on one hand (anonymous comments don’t count). I’ve received email feedback from a handful of others. I know some more are listening because I can see their IP addresses and email subscriptions, yet they remain silent. At least they are paying attention, but where are all the others?
Many of us spend hours being fans of a brand without any acknowledgement. (Apple, do you hear me?) We know they can hear us; or, at least we know they should be listening and have access countless online monitoring tools.
Although Twitter isn’t right for everyone or every brand, brands that embraced it have earned big points in the eye of the customer. Those companies using it effectively are listening and having conversations with consumers and trying to improve the overall customer service experience. The one caveat is we hope customers not on Twitter will receive the same level of service offline or using other online channels.
Perhaps before cluetrainplus20, business schools will be studying how Ford survived the recession in part by its use of Twitter (and other social media tactics) as part of it’s overall marketing communications strategy.
Well that’s my rant. What do you think? What will it take for you to part with your money? How important is it for you to know a company is listening to your concerns?
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Great insights. As you point out, negative Twitter posts have forced many organizations to take heed and respond to consumer dissatisfaction. But should customers have to be a really squeaky wheel just to be heard? Twitter/blogging is not a first line of defense for many customers but a last resort when they’ve been ignored in the traditional channels (e.g. toll-free line).
Recently I looked around to buy car/home auto insurance. I’d received my renewal and the price was higher (slightly). I tried to find a quote online by filling out a form. I completed the form (about 10 minutes) and then the system crashed. I went to another carrier and completed the form but the savings were not substantial. I was reminded of dealing with offshore call centres, being on hold, conversations being taped, etc.
I thought about my relationship with my insurance broker. They are in Oakville. I call them and they talk to me directly – no computer. I had a no-fault accident which they walked me through and my car was fixed. I decided to stay with my original provider. Maybe the cost is higher but I am willing to pay the differential because my choice is helping to make life easier for me and provides a good job for someone local.
Thanks for asking for my input.
Louise, thanks for your comment. I agree, customers shouldn’t have to be on Twitter or blogging to be heard. However, I do think those tools are becoming part of the regular suite of channels along with toll-free lines and email that customers can use to express their dissatisfaction with products or services. Regardless of the channel, companies need to listen more now than before because news travels like wildfire now.
Kalene, thanks for your comment. I welcome comments from everyone who has something to contribute to the discussion.
You’re not alone, people will pay more to businesses that take the time to build relationships. Companies definitely need to have strong customer service programs in place both online and off before they can even engage with customers online.
You’ve raised another interesting point. Some organizations are spending so much time focusing on marketing, increasing sales or getting on the new media bandwagon that they’re forgetting the importance of properly maintaining their websites.
If you’re an organization doing business online, it’s crucial to have a website that provides a positive experience for your existing and future customers. Otherwise, they’ll just click away and you’ve lost them.
Cheers,
Eden
As you say, word of mouth is HUGE for businesses, particularly small businesses. If I have a really bad experience I’ll post it on facebook and if it’s related to kids services/products I’ll post about is on my mommy message boards. If I have a great experience, I’ll tell everyone I know!
While I don’t use twitter, I have often used my facebook status to ask for recomendations for companies.
A small coffee shop recently opened in my area that has a children’s play area at the back. One of my online mommy groups started hosting playdates there and because of the great experiences we’ve all had, I could probably go in any weekday morning and find a Mom who I know from these online groups. Not only do they listen to our feedback, they ask us for it and will quickly make changes if it’s an idea they like. They know that there is a strong Mom’s network who talk about everything and you want to keep the Mom’s happy! This coffee shop has done almost no marketing in the four weeks it’s been open, but it’s always busy because people are talking.
Patricia, Thanks so much for your comment and sharing how you share your experiences with other moms online. It’s always great to hear real life stories about how businesses are listening to their customers, especially new businesses that can make a difference in their communities.
Cheers,
Eden
I work in Customer Service for a company with a good rep for listening, ie they were one of the first to have a Twitter account and manage it well with even a Twitter team.
I think listening is one of the most important things a business can do. Here in Canada I know I often make buying choices based on customer service experiences in the past. Ie I will never use Rogers again due to a bad experience. Companies need to listen and correct or lose money fast.
Hollie, Thanks so much for your comment and letting us know you’re from a company that’s listening – to more than Twitter I hope. That’s great news. If you’re allowed to share, we’d love to know where you work.
BTW, Keith McArthur, (coincidentally the person who launched the cluetrain plus 10 project)works at Rogers and as the new Sr. Director, Social Media and Digital Communications, he’s helping Rogers listen to customers online. It will be interesting to see the impact in the near future.
Cheers,
Eden