Tag Archives: customer service

Are consumers turning into bullies?

No bullies

I remember, back in 2008, preparing a presentation on social media and how it was starting to have a huge effect on customer services. Twitter was starting to gain traction beyond the early adopter/techie types, and brands were desperate to leap onto the band wagon. Facebook was already massive, and a relatively small number of brands were starting to use it well with others using it badly, and still more sitting on the sidelines, enviously looking in at the party, but too scared to get involved.

My advice to the client at the time was ‘you can’t afford NOT to get involved’. There had already been a number of famous cases of brands being seriously damaged by complainers who had taken their grievances to social media, and had been ignored by the brand in question. The internet had done its thing, and before the brand knew it the grouch had been turned into a cause célèbre, the public complaint and lack of brand action had gone viral, and the brand’s reputation was in tatters.

So far, so meh. Old news, right? Well yes, but recently I’ve been noticing, and getting increasingly annoyed by a new(ish) phenomena. Brand bullying. This is where some opportunist saboteur turns to Twitter complaining of poor service or poor quality or some other perceived snub from a brand, purely to see whether they can screw some free stuff out of said brand. They invariably use a holier than thou tone and seem to think that the world will side with them purely because they’re shouting, loudly and in public. And they’re not far wrong – ‘the internet’ is the ultimate champion of the little guy.

Brands often respond to this public airing of dirty washing by doing exactly what the opportunist wants – throwing a freebie at it. No matter whether the whinger was an incredibly brand-loyal person with a real grievance, and therefore worth responding to and nurturing, or someone who has heretofore demonstrated zero brand loyalty, if they complain long and loud enough, they’ll be looked after.

This pushes a button for me. It’s inherently unfair. And it actually goes against the internet ethos: the internet has given power to the individual, but (to quote Uncle Ben Parker) with great power comes great responsibility – and if the individual abuses that responsibility the power should be taken away from them. So I suddenly find myself in a slightly unlikely position, and questioning whether brands really do need to oil every squeaky wheel. Maybe there’s a better way. Maybe there’s a way to take the sting out of the complaint without giving in to the bullies. Maybe brands should stand up to them, sometimes.

This is obviously a much more delicate an operation than I make it sound, so really I’m throwing it out there as a question. Any social media managers out there care to weigh in?

This post originally appeared on my company blog, here.

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Filed under Marketing, The Social Web

Zappos vs Amazon

The big news in e-commerce yesterday was that Amazon are set to buy Zappos, the online shoe retailer, for $927m.

Seems like a lot of money for a small oline shoe retailer, doesn’t it?

And, as Seth Godin points out Amazon already sell shoes, have great technology and have great relationships with fulfilment partners. So why do they need Zappos? According to Seth, it’s all about:

  • A corporate culture that’s not the same (and where great people choose to work)
  • A tight relationship with customers that give you permission to talk with them
  • A business model that’s remarkable and worth talking about
  • A story that spreads
  • Leadership

He’s right, obviously, although I think he under-emphasises the really big prize for Amazon: customer service. I’d like to explore that a little more.

zappos_logo

Zappos built their whole brand identity around exemplary customer service. Their tag line is ‘powered by service’. Take a look at their dedicated service twitter feed to see just how open and honest they are in their customer service dealings: they wash their dirty laundry in public, because, if you’ll forgive the analogy, they know it’ll come out clean. At the last count they had 432 employees on twitter, all empowered to do whatever it takes to ensure the customer is satisfied. And their CEO Tony Hsieh (@Zappos) is their most enthusiastic tweeter: he leads from the front. As a result they have built up a huge reserve of trust – and therefore loyalty – with their customers.

Amazon, on the other hand, seems to have grown a little to large and a little too impersonal – despite their algorithm-driven ‘recommendations for you’, and all of the great social media tools they incorporate into their site. And if you’ve ever had any issues with Amazon service you’ll know you don’t come out of it feeling like a human being went to great lengths to sort out your problem.

So it seems clear to me that what Amazon are buying, for their $927m, is customer service, plain and simple.

There’s a clear lesson there for lots of other businesses, not least the airlines, who seem to get torn apart on the social web. But I’ll save that for another post.

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Filed under The Social Web