I was scanning Twitter today when I saw this tweet from Frank Eliason, who’s the Senior Director for Comcast’s National Customer Service:
“Is there any other perspective than the Customer Perspective in Social Media?”
It was in response to a statement from Andrew Mueller regarding social media’s role in business. Andrew viewed social media as an overall tactic that includes the customer; Frank sees it as starting with the customer.
While there’s no denying that customers play a huge role in the success of any business, they’re still just an overall part of the success.
Yes, without customers you don’t have a business; yet without the business you don’t have the opportunity for customers. And there’s the nub.
While social media allows customers to have a far more vociferous say in what kind of user experience they have, it shouldn’t be seen as being owned by the customer or that it’s only the customer’s perspective that matters.
Think of ways that social can be used to increase customer and business interaction. Think of ways that social can be used to launch a product or service. Think of ways that businesses can gain competitive advantages over other companies in the same space by enhancing their offerings with social. Think of ways that listening and being proactive can give you the lead.
There are many ways that social media can be used. The customer relationship is just one part. And as important a part it is, it’s not the only part. There’s a complete holistic strategy just waiting to be deployed that will improve everyone’s perspective, not just the customer.
And improvements all round can only lead to more success. Which is what everyone wants, no?
photo credit: Darwin Bell
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Hi Danny,
It’s hard to think that companies would only be thinking about customers on social media without thinking of themselves too.:)
Gordie´s most recent blog post …The Three “F” Words You Must Know To Succeed.
Twitter: mschechter
I wont lie… I love the rare post where I disagree with you… Sure, customers are only a part of the pie, but the their size of the slice has grown the most in the world of social media. Of all the changes the digital revolution has brought to our business, the heightened connection and frequent interactions with our customers is what has changed the most.
When we first went on QVC, our business changed. It allowed us to shift from advertising to the customer to talking to them. Now with the emergence of Social Media this has shifted again, we now go beyond talking TO and are talking WITH our customers at what was once an unimaginable frequency.
Don’t get me wrong, I am not saying the customer is the only piece of the pie, but I think you may be underestimating how big of a slice the digital revolution has helped them to become. I don’t look at us as being owned by our customers, but I definitely see them as being a greater part of our overall business than ever before.
Thinking of how each area of your SM efforts can interest your customers or how your business can improve by putting them closer to the center of those efforts only has upside from where I am sitting. Sure, there are some that will abuse that voice, but overall consumer interaction is one of the greatest opportunities to emerge from all of these tools.
Michael Schechter´s most recent blog post …The Digital Tail
Hey there Michael,
I actually agree with you, fella
It’s perhaps my fault for not making it clearer in the post. Customers are definitely a huge part of the “pie”, yet at the same time we shouldn’t get “sucked in” (for want of a better word) to many mindsets that they’re the most important.
They definitely affect a company’s success, and they can make or break campaigns (check the Nissan Cube social media gambit for an example). Yet poor strategic planning, lack of QA, shoddy creative briefs, weak management and leadership – they have as much an impact on success as customers. After all, these are the types of bad examples that offer customers the reason to take to the space in the way they have.
Get the food right and the diners may have less to complain about.
Cheers for your thoughts, mate, always a pleasure.
Twitter: mikeashworth
I think we may be missing something even more fundamental that just the interaction between customer and the business.
when we have the customers in our orbit many wonderful things can happen, one of the msot powerful is that customers find each other or you spot an opportunity for one person to connect with another for no other reason than they might benefit from that connection.
that is what i love most about working with small businesses, finding that opportunity to bring a person into the orbit of another.
Solid point, Mike – it’s not always about the business/customer interaction, but the overall loyalty build as well. Putting your customers in touch with others that can offer help or advice is never a bad thing.
Hi Danny,
Thanks for making the point that social media is not only about the customer’s perspective. While it is very true that the customer now has more imput and influence over the customer/company relationship, due to the speed and ease that information flows across social media channels, it is still only one part of the relationship. In my opinion, it is about a meeting of the minds between customer and company values. And this doesn’t even take into account the value that social media can bring other relationship and ecosystem stakeholders such as vendors, partners, affiliates, distribution channels, and developers.
My conversation with Frank came after a his tweet that social media starts with listening. While listening may be the first “active step” a corporation takes, I think the process should start with identifying company values and objectives in the face of the “new normal”. Or at least re-evaluating your existing values in respect to recent changes in the business world brought about by social media.
Andrew Mueller´s most recent blog post …Social Media and SEO – Have you got them working together?
You’re right, Andrew. Social media allows a single voice to reach many – so why stop at the sales message, or the customer service message, or the marketing message? Why stop at the message being external? Why not use it internally and reach many departments and teams at the same time, to offer the most kick-ass solution around for everyone – business and consumer. Or is that too simple to work?
Thanks for starting the conversation, fella.
Twitter: ariherzog
It’s intriguing you focus on the social aspect of social media, and not the media aspect. You devote an entire aspect to the word social, yet you write about social media.
It’s also intriguing you write “there’s the nub” when I think you mean “there’s the rub.”
Ari Herzog´s most recent blog post …Reflecting on My Twitter Sabbatical, 1 Week In
Sometimes it’s a little A, others it’s a little B. Some other times it’s a mix of both.
It’s a UK thing (maybe even a Scottish thing) for nub.
I’ll leave the rubbing to Ari; I’m just impressed you managed to get the word “vociferous” into a post.
Oh, and yes, a more holistic view is important. In fact, I think it’s essential. I don’t believe for a second that Frank really thinks that it’s only about the customer, though – that’s just a catchy soundbite.
With that said, the reality is that social media really has given customers the potential to have a louder voice than ever (well, since the advent of mass media, anyway) and that really is a crucial point for companies operating in this space.
Dave Fleet´s most recent blog post …Avoiding Social Media’s Own “Ad Equivalency Value”
You’ve never used “vociferous” yet? I’m impressed, mate!
Agreed, I think Frank was speaking from a certain perspective; he’s done amazing things for Comcast’s reputation and so it makes sense to come from the customer angle.
It’s definitely one of the things that many companies aren’t understanding well (or they are, and it’s scaring them). Yet the alternative is simple – evolve or die. Or at the very least, become less relevant as your competitors evolve.
Cheers for dropping by Dave (and subscribing too – double bonus!)
My next tweet continued the discussion. Social media is another communications channel, but it is one that is owned by the Customer. Ultimately the strategy is acknowledging this fact and being part of the conversation with the Customer, but remembering the Customer will be the one to guide and control that conversation. The most successful businesses in social media have recognized this fact and are part of an overall conversation.
ComcastCares (Frank Eliason)´s most recent blog post …Customer Service as the New Marketing?
But doesn’t ownership come from how it’s being used, Frank? A great sales strategy will see the sales team “own” social; a great viral campaign may see marketing “own” social; a great cause may see non-profits “own” social.
Social definitely allows the customer a wider reach; but great companies will be looking after the customers anyway, long before social media made a bigger impact.
Thanks for continuing the conversation, appreciate it.