Welcome to the Monthly Mash, a mashup of tools, tales and tips on customer service and the customer experience from around the blogosphere.
What is Customers That Stick? CTS is our new website dedicated to customer service and the customer experience.
Why is it this month’s resource? Because the goal for Customers That Stick is to create one of the best customer service and customer experience resources on the Internet, and also, because I’ve been so focused on the relaunch that I didn’t have time to talk about something else.
Do you have a new logo for this web site? So funny you ask, I happen to have one right here.
How can I get in on the ground floor of this incredible opportunity? We’ll just need your credit card and bank account information to hold your place. My partners in Nigeria will contact you shortly with details.
No, really, what’s next? The new site will launch on (or near) March 1st. In the meantime, please connect with us on our new social media pages. Obviously, they are under development; however, we will be holding a raffle and giving away a prize at launch, and liking us will help enter you in the raffle.
But wait, I already like you — am I registered? We appreciate that, and we like you too — really, we do — but you have to actually click the little buttons and tell other people you like us. Social media is funny that way.
A collection of the best posts about customer service and the customer experience I read this past month.
Get Your Geek On
Sometimes the most popular post from the previous month; sometimes just the one I liked best.
Is 2012 really the year of the customer? Do customers now wield great power over the companies they patronize? It seems like for years we have been hearing how social media would be a game changer, how it would empower consumers like never before.
It is an assertion that is true in general, but overstated in particular. Here is the case I made against it a few weeks back:
The Power of The Social Media Consumer (It’s Less Than You Think)
The documentary makes the point that social media has empowered consumers, giving them the ability to fight back against “abusive” companies like never before. While true, this idea is greatly overstated throughout the documentary and, quite frankly, throughout the blogosphere and business press.
To prove the point, the director points to some famous examples of viral videos — such as United Breaks Guitars — that created huge public relations issues for companies.
However, this is the Hasty Generalization fallacy in action. Viral videos (in almost any context) are the exception, not the rule. Go to YouTube and search “I hate <large company>” or “<large company> sucks.” In most cases, you’ll find a handful of videos with hundreds maybe low thousands of views. Not even a blip on the radar of a national brand.
Sure, the power of social media to take a wrecking ball to a company is unlike anything we have ever seen before, but statistically speaking, it is probably not that much greater than the pre-social days. The chances that something like the Papa Johns receipt will catch hold and become a national story is tiny, perhaps not much more likely than the chance an investigative reporter, a decade ago, would hear a consumer’s tale of woe and shine a spotlight on a company. Back then, the tale of woe had to have a special hook to inspire media coverage… just as it does today to go viral.
The problem is that most complaints online are drowned out in a sea of similar complaints.
Can online complaints matter? Absolutely. Are smart companies monitoring social media and reacting as preemptively as possible. Of course. Is Wal-Mart’s stock price going down tomorrow because someone tweeted that their new shirt had a rip in it. Probably not.
Now, I do think Gary V. makes a great point that 2012 will be the year that social interactions between customers and companies reach a new level of penetration and are more widely adopted outside of just “techies.” Companies will have to spend more time on social than ever and will have to be more concerned with figuring out the investment levels appropriate to social monitoring and management.
Now, that we’re done with that. I wanted to add a few closing comments about Gary Vaynerchuk, as he is one of my favorite social media evangelists:
That is all for now. I hope you enjoyed the Monthly Mash. Next month’s mashup will be on our new site. We look forward to seeing you there!
By Adam Toporek. Adam Toporek is an internationally recognized customer service expert, keynote speaker, and workshop leader. He is the author of Be Your Customer's Hero: Real-World Tips & Techniques for the Service Front Lines (2015), as well as the founder of the popular Customers That Stick® blog and co-host of the Crack the Customer Code podcast.