Now that we know consumers have been empowered thanks to social and mobile, we should probably consider how they’re going to use that power. I believe it was Spider-Man’s uncle who taught us, “With great power comes great responsibility.” Will customers use it for good or to make trouble for you? The answer likely rests on how well you’re executing customer service and organizing around the customer experience.
On a September 19th free webinar, Oracle’s Erika Brookes sits down with “Attack of the Customers” author Paul Gillin for a chat about why critics assault brands online and how that can be avoided. It’s important. Because from Gillin’s perspective, most organizations are woefully behind both in shifting to customer-centric practices and in extending social across the enterprise to every customer touch point.
Why should these things be priorities? Survival is one good reason. Consider Gillin’s example of lean, finely textured beef, or as it became publicly branded, pink slime. The movement against it began on social. Because the industry took its cues from what was covered in the traditional media, they never saw it coming. Gillin says the largest maker almost went bankrupt, and the 2nd largest did go bankrupt within months.
Businesses can no longer afford not to listen to customers, wherever they may be congregating and talking about you. Jeff Bezos has called what’s going on “word of mouth on steroids.” And brands are not in control of these conversations, social users are. Bloggers are. Customers are. The best a brand can do is be where the conversations are happening and participate in them. Unhappy customers, who have experienced a bad product or abuse/neglect can and will find each other very quickly. Consequently, customer neglect as standard practice is becoming terminal.
And yet…58% of consumers have tweeted about a bad brand experience and never received a response of any kind. Mind you this is happening at a time when especially Millennials fully expect customer service on social. If they hold you accountable for it, thank them. People criticize because they want you to be better. It’s a positive. If you listen and co-create with those who care enough to “attack,” you’ll survive…and win.
These vocal, social consumers are forcing evolution inside organizations. Marketing is becoming analytics-driven, making it IT’s responsibility to align and facilitate. But here too, Gillin believes only about 2% of enterprises are appropriately socially enabled across departments. He feels most CIO’s still view social as a problem, a security threat, and a time waste.
For those who are forward thinking and who are willing to change and adapt as quickly as the consumer, integrated social insights from a social relationship management platform will lead to powerful, targeted engagements and actions, and thus, superior consumer experiences.
So, do you regard consumer criticism as an attack or an assist? Are your brand’s policies truly customer focused, or are they coming from a purely defensive posture? Tune in to the webinar to get Gillin’s four types of customer aggressors and how to deal with them, as well as three immediate customer experience action items for businesses both large and small.