I’m going to make a bold statement which is in essence in the title of this post, if it weren’t for negative experiences and feedback then new customer engagement models would NOT exist (or perhaps would take MUCH longer to adopt). So what does this mean? It means that the organizations that you see joining the social media space are doing so because they are getting trashed online. I actually had an interesting discussion with Olivier Blanchard on Twitter which went a bit like this:
If you are unhappy about your internet connection, your flight, your computer, a place you ate at or any product you purchased or service you received, what do you do? Tweet about it, blog about it, go on yelp, etc. This is why most of the companies are getting involved in social media, because of negative customer experiences and feedback that FORCE them to get online. If Dell Hell didn’t happen do you think they would have adopted such a leadership role in social media? Absolutely not. If people weren’t always complaining about Comcast’s service on twitter do you think they would be on there? No. This is the process that we are taking with new customer engagement models. I’m not David Armano with the graphics, but hopefully you can get the points from this (and if you want to create a better graphic I’d be happy to post/share it):
If customers were happy then we would not see companies on social media, why? Because there would be nothing to force them on. Am I saying that we would Never see companies in the social media space? No. I’m saying that we wouldn’t see much activity or much of a presence from any of them.
Your thoughts on this?
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