Someone must engage
- 40 Comment
A number of weeks ago I was on the receiving end of a slight customer service fiasco. Long story short I needed a printing job done “yesterday.” Normally I take these projects to the fine folks at Vistaprint who do great work and have great customer service (no payment, thank you FTC), but the time constraint didn’t allow for that. Instead I submitted the project to the local branch of a national office supply chain that has its own in-house printing facilities. I won’t name names, but you know which company it is.
I won’t get into the customer service aspect of this ordeal, since it’s simply shocking the process can fall to pieces at so many levels with no attempts to resuscitate. But here’s the relevant kick in the pants – Being me, I kvetched immediately on Twitter. A few of you saw my comments and had some choice words for the company as well. But did I hear from the company? No.
It’s entirely possible the tweets (yes I complained a few times) went unheard, but that seems either far-fetched or absurdly short-sighted on the part of the company. Is it really possible a top retail store (perhaps the leader in its sector) has absolutely no one from advertising, marketing, PR or customer service on Twitter (or that if they do they aren’t listening or aren’t sending complaints to the proper department) to at least monitor for the brand’s name?
Here’s the point – It doesn’t matter why you’re not on Twitter (or the other social media platforms). Whether it’s because some high and mighty CMO thinks Twitter (or all of social media) is a fad or if it’s because your internal departments are still trying to decide who get the job, or some other ridiculous reason – if you’re a consumer brand this is where your customers are – now. Not in two weeks or two years.
Speaking of your customers – guest who they’re talking to? That’s right – other customers – potential and current. If you don’t get involved in the conversation or at least listen to what’s going on you will be tried in absentia. And as we’re all learning, while the large brands may make the big splash when they finally decide to grace the social media space with their presence it’s the ones who are there, now, engaging (not just broadcasting coupons) who will benefit most in the long-term.