I can’t say I was surprised to read one of the newer surveys that tells us more and more, customers are using social media to communicate with businesses of all kinds.
That survey is the topic of a recent article on the website Mercury News.Com.
Sure, dropping a line on Facebook or Twitter is much easier (and certainly a more efficient use of time) than dialing your way through those painful phone trees.
But here’s where it gets sticky! Many businesses, according to the study by LiveOps, are dare I say, ignoring the feedback. And in some cases, deleting the posts of their customers. Yikes!
In my line of work, which is qualitative resarch, I always ask clients, ‘How much do you really know about your customers?” Sure, it’s a catchy line. It is also an essential question that must be answered. And social media is but one way to start to tap into those sentiments.
Having been on the receiving end of ‘feedback’ from customers for many years during a career in a different industry, it became clear, and more so in recent years, that geting socially responsive is not just a winning strategy. It’s also common courtesy. So now, it’s become a major ‘must talk about’ plank in all my business pitches.
But get this; some businesses are going to the opposite extreme. For instance, some restaurants are now ‘calling out’ customers who fail to show up for their reservation. And they are using Twitter to do it. Double Yikes! Maybe we’ll cover that in another blog post. You can read about it here in an article in the Huffington Post.