• The Not So Obvious

    Posted on November 18th, 2010 by and currently 4 commenting.

    I recently found an article with a great title:

    “Treating Customers as Online Equals Boosts Business, Research Finds” (1)

    Of course, I had to read it. And I chuckled a little bit when I read the concluding statements:

    “The team adds that one lesson company managers must learn if they are to improve customer relations and sales through social-media applications is that they must play by rules of social media and treat customers as equals.”

    I thought to myself, ‘Of course it does! Isn’t that obvious?”

    If you stop and think about it, though, the mindset isn’t obvious. It is actually very subtle, and it is extremely difficult to fight.

    And that’s probably why it needs to be studied and clearly stated. How is it not obvious, you ask?

    The research suggests that many companies are stuck in the mindset of marketing at their customers and that they are carrying that habit into new mediums and new technologies.

    Even businesses with the best intentions, who want to offer amazing products and services to people, can be blinded by revenue reports. There’s no question we have to make money and we want to be successful, but the subtle mindset shift comes when we allow that pursuit to shift our view of our customers, seeing them less and less as equal human beings on the other end of a relationship and more as a lifeless stepping stone to a bigger bottom line. Which is why we constantly remind our selves that it’s all about the people.

    The article reminded me of our company’s credo (which Robbin had everyone memorize last year):

    • Great organizations are driven by purpose, not just profit.
    • They grow relationships, not just transactions.
    • And they thrive through movements, not campaigns.

    (1) – You can read the original article, “Treating Customers as Online Equals Boosts Business, Research Finds,” here.

  • http://www.arctickiwi.com Jonathon

    Very true, such a hard mindset to break. People respond so much better when they’re not being marketed to, and will always buy from someone they trust and regard as a friend.

    It’s good to keep reminding ourselves of these things over and over!

  • http://brainsonfire.com Eric Dodds

    Jonathon,

    I completely agree – if the elements of a relationship are there and there’s a mutual exchange of value, people will respond better.

    Thanks for sharing!

    –Eric

  • http://mbrewerx@gmail.com Mike Brewer

    Eric

    So very right on with the credo –

    I have always believed that organizations exist to serve the people that serve it. Much profit comes by default if you take the time to cater to building character first –

    Thanks for the conversation – it’s a good one.

    M

  • http://www.socialbuzzonline.com.au Yolande Pritchard

    I can’t believe people still have to be told about customer relations, I thought it was common sense.

    It’s not that hard to use plesentries; saying please, thank you and smile – geez, it won’t kill you.

    Perhaps because I am the caring helpful type and I believe I was raised well by my parents who taught me right from wrong and how to treat others as though you want to be treated. Very cliche I know, but it’s true.

    I don’t understand why some people are just so rude and don’t care about anyone but themselves. If they can’t get this right in real life, how an earth are they going to convey this in our new world online.

    Relationships equal trust which equal sales. And of course this should be done naturally, not forced. Think of how many times you go to the same coffee shop, just because you always have a chat to the barrister or waitress etc. I know I do, it brightens up your day.

    Perhaps businesses just don’t care anymore because they know you have no where else to go or there will always be someone else to replace you. I know I’d much rather have customers that are happy and loyal.