I hope you’re (simply) having a wonderful Christmas time, like me.
These guys are very cool, enjoy hangin’ loosely with them. I would not mind hangin’ ten with a number of surfer gals
this cold, nor-east season, but that’s unprofessional, like my sunburnedshadow gmail account. I should really grow up, and focus on the bigger picture, like helping businesses.
On we go, shall we.
I read some credible things in the newspaper, and posts on the web.
It is the Harvard Business Review. It must be true. If you have a name, that’s what delivers quality (But don’t take my word for it; I’m one with ‘sunburnedshadow@gmail’ as a semantic representation, a way to make initial contact.)
Let’s discuss an unfortunate, yet omnipresent business fact – dissatisfaction. It exists, soon coming to a business near you.
You can’t CoNtRoL it.
But you can react to it.
Let’s take a real life look, one of verisimilitude (word of the day, musers).
My friend, Alessio, is trying to catch a flight to see his parents for the holidays; it’s delayed, and he’s not pleased.
Alessio is inconvenienced and displeased. I don’t know all the variables or the full story, but if I was doing social media/public relations for the airline, I’d be deeply displeased at Alessio’s displeasure.
Something could/should be done.
“Anthony, every time a customer complains/is dissatisfied? I can’t do that.”
I understand, nor can I acquiesce to every surfer girl request, but use your business sense, reacting when/where it makes sense. (I market. I don’t produce your quality. I produce mine.)
I value every consumer, but I’m a one-man show.
Let’s assume the airline let my philosophy fly, letting me address Alessio’s distress.
He directly ‘called us out’ on Twitter. He uses social media. Let’s examine him.
It wouldn’t be difficult to take a look at Alessio on Followerwonk.
We put Alessio’s handle in Followerwonk, comparing it to the airline’s (for sake of curiosity).
Alessio has a high influence score, one comparable to the airline’s actually.
Alessio has over one-thousand followers, who may be..influenced by his tweets, tweets associating negative sentiments toward my brand. Also, he has his own blog, posting often, a possible outlet for future expressions of dissatisfaction with my brand.
Again, I Anthony the mature author, would want to do something about Alessio’s dissatisfaction, but targeting individual instances is up to your brand and each respective event.
He seems passionate. Perhaps I can reverse that passion.
Thinking like myself in a prior post on customer engagement, I want to know what makes my targeted customer tick.
There are several ways to go about this, like using pictures for instance.
How about using advanced search operators?
I (literally) want to make Alessio an advocate by expressing the airline’s disappointment in his.
Alessio hates this inconvenience.
What does he love..literally? Let’s search his name, combining it with an * as well as the text, i love, eliciting things he may of literally professed loving.
I love my company’s CEO and my head counselor, Bubba. #incaseyouwanted..
Let’s take a brief look at these results, searching for cues to things Alessio loves.
In the first result, he admits loving and buying music from provider, Amazon. (The airline could offer buying him a song; it’s likely to cost very little, but create a huge impression.)
Little things are HUGE. Ask any lady (surfer or otherwise). Details matter.
Let’s spend another minute on our consumer, one who pays our bills and makes doing what we love for a living a possibility. (shiny, service smile)
We can see Alessio takes interest in NIN. What is this NIN, you speak of, Alessio?
Let’s spend another half minute on our customer. I know! (#crazypants)
What is NIN? Oh, sweet, it’s a band, aligned with the first result of music.
Alessio may like music, just a guess.
Let’s say, rather than making a monetary redemption, I make one of genuine gesture, expressing our concern for Alessio’s displeasure.
I did this today for Alessio, because he’s my friend, and if I can make someone smile, I’m on it. (It’s an immature thing, like the email address I guess.)
It’s in Italian. I took the extra minutes to type my English, translating it to Italian. I thought maybe Alessio would get an extra crease in his smile due to it. (I do what I can. Savvy?)
It’s a picture of NIN front man, Trent Reznor. Alessio loves him. Just to prove my point, let’s put Alessio in AllMyTweets, doing a ctrl+F search for Trent Reznor.
Alessio is appreciative; I’m his peer and friend, already knowing that. Let’s assume I am not Anthony aka sunburnedshadow, but the airline media/public relations worker.
What was Alessio’s response to us trying to turn that frown upside down?
It didn’t take me long to do the above research on a displeased customer.
It didn’t take much to orchestrate a simple picture, but a tailored orchestration of care in wanting to make things better.