Everyone is a Customer
One of the things we’re often advised to be wary of is that social media puts us in the spotlight 24/7. As businesses, we need to always be on and aware that our customers have an “in” to airing their views in a public place.
Wise words. It works both ways, though.
Customers – or potential customers – are also always on when it comes to thinking ahead and making decisions. We check companies out; we see how they position themselves in public; how they react and deal with queries and situations that we, as future customers, might encounter.
Which made this exchange today (highlighted at the end of the post) really stand out.
Reading through the exchange, two things came across. First, whether information is incorrect or not, lambasting a customer (and therefore a stakeholder in your business) never comes across well. Second, would I want to be a customer of a business that responds this way to a point of view (misled or not)?
Since potential customers don’t wear signs over their heads that say they may be interested in our products or services, we can’t tell who is and who isn’t just a passing visitor. Especially online, where there’s no physical store to walk into and grab a salesperson to talk to.
So, if everyone is a (potential) customer, how are you presenting yourself?
8 Responses to “Everyone is a Customer”
Definitely a good point Dan. Offices may close, but customers and potential opportunities are always listening. Even if you were able to put a hat on top of a customer you wouldn't be able to track the dozen others that are part of their network (friends, family, neighbor) and can make or break your strategy. That's why in contrast to Vegas, what happens online doesn't stay online. Thanks for the slides! –Paul
Not only is everyone a customer, but everyone is also a critic.
Think about that.
Wow, this is incredible. A good reality check for all of us that we are always “on the air,” so to speak, with social media. It's important to relay a positive image of our company and brand. We cannot take negative feedback personally.
Very good point which is why even if I am feeling one way about a hockey team or whatever I try and stay away from swearing and anything which could catch up with me if someone would be doing a Google search. I think if I was employed full time I would still be thinking the same way. No point in causing trouble plus how are you going to know who is actually listening since these networks broadcast out to many different outposts.
You need to be sure of your content so it doesn't get misconstrued.
Great insight, Danny. Especially when it comes to online communications, it is essential that you consider everyone you interact with a potential customer (or employee, even). After all, bad word of mouth travels faster and farther than good word of mouth.
Tessa Carroll
http://www.blogs.vbpoutsourcing.comIn a similar vein. Seth Godin suggests that you look at every part of your business as a marketing tool.
Everything — the way you answer the phone, the faxes you send, right down to the labels on your envelopes.
Ivan
Wonderful topic to discuss – and a killer example of communication run amok. I'm amazed at how in tune you are with what's going on.