As a consumer, I genuinely want to help the companies I buy from. Sometimes it comes out as criticism, but there is always a genuine intention to assist. Sometimes they just don't listen until you give them more direct and sometimes hurtful feedback. Take LinkedIn for example. I have been giving them feedback for years now on their customer service. I have even resorted to writing about it. You can find my articles here and here.
When you want to give feedback to brands and companies and nobody takes you seriously your love for them dies a tiny bit every time until one day you may turn around and say enough is enough. It's like the whole world falls in all at once, but it never did happen all at once, it happens a little bit at a time, usually over a long period of time.
My wife and I stayed at a recent venue for a short retreat and when checking out, I wanted to give the receptionist, whose sole duty there was to check people out, some feedback on a couple of things during our stay. Her answer was not unsympathetic but she answered by saying to include our comments on the feedback form, which would be emailed to us. Needless to say the feedback form was very impersonal, no place to add your own personal details and just one generic box to add comments. My love for them died a tiny bit. Not huge but it did hurt a little and whilst I could have been a raving fan, I'm now just a fan. It won't take many more incongruent experiences for me to no longer be a fan.
Brands and companies across the board struggle with this. I do understand, nowadays comments can be flying in from all directions. In the old days the only way you received customer feedback was when they were directly opposite you or you received a letter of complaint. There was no mistaking how that feedback would be received. Now the comments can arrive in at least a dozen different ways and actually they will never find their way directly to you. They just exist in the cloud and potential customers find them, read them and decide their action.
We are wired to think negatively or rather we have a survival instinct. This means that when we read negative reviews about a brand or company, we take them seriously. Even if it's just about food, which as we all know is highly subjective. Our primitive brain assumes that if the food is bad we could die, so we will avoid it at all costs. Yes people can get food poisoning however, I personally don't see that many stories of people dyeing in restaurants. When we absorb reviews about places to sleep, we too believe that we could end up feeling threatened in some way. Our physical or mental health could be under threat.
I do get it, brands and companies lose customers every single day and it's natural to do so. You buy your loaf of bread from one outlet one day and then maybe some other outlet the next. And this is because very few brands and companies really think through the whole buyer's journey, from reading reviews, seeing their network's comments, adverts, the physical buying experience online and offline and the follow-up. How many times do you get a call from your baker to ask you if you were happy with your loaf today? Not that many right? It's just an extreme metaphor to make the point.
As the image suggests, true engagement is something you feel!
What's your view? Answers on a postcard or in the comments field below will do nicely!
LinkedIn created a brilliant eBook with my favourite illustrator. @gapingvoid (Hugh Macleod) creates the most amazing messages through his illustrations. Read more about him and @gapingvoid here: (http://www.gapingvoid.com/blog/team-members/hugh-macleod/)
Regularly I will share one of the articles and illustrations from the eBook and give you my opinion, interpretation, insight and my meaning.
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Online is great and talking is even better. Everyone's ultimate goal in business and life is to make real connections, where you meet someone face to face. Before that meeting a conversation is the ultimate icebreaker. I value my LinkedIn connections and realise that I don't really know you or what your goals are and how I might facilitate or support those goals. Feel free to click through and book a call with me http://styin.me/discovery-call-20mins.