"Conventional" social media wisdom would have it that companies need to pay attention to the blogosphere, or risk their brands. For proof, out trots the example of Jeff Jarvis and Dell Hell. Jarvis’ complaints about Dell customer service percolated up to mainstream media and are oft-cited as the impetus behind Dell’s *big* move into social media about a year ago.
Now, you may sense a certain cynical undertone in the above paragraph, and you would be right. While I absolutely believe that companies should be listening to what bloggers — their customers — say, I am regularly provided with proof that either companies aren’t listening or they are, and have no bloody idea what to say, or how to say it, when faced with blogosphere complaints, or compliments, about products and services.
My most recent proof:
Ike Pigott has been tracking the response, or lack thereof, to a post on his blog complimenting Blockbuster on its customer service. He also divined that Canon saw, but did not respond to positive comments about its products.
While I haven’t made quite such a science of it, I have written about customer service on this blog on more than one occasion. Most recently about AAA’s piss-poor performance with my flat tire before Christmas. Any word from AAA? Nope. And I’ve also mentioned my general, and unexepected, pleasure with Verizon’s support of its cellular customers. On every occasion that I’ve had to call, I’ve been treated well. Most recently by a lovely young lady named Amy who offered a credit on something that had gone wrong before I asked. Any response from Verizon? Nope.
Not to mention my friend Mary Schmidt, whose interactions with American Airlines prove without a shadow of a doubt that the airline just doesn’t get it.
This is by far a scientific survey, which is why I am so pleased that the Society for New Communications Research is working with corporate partner Nuance to understand the extent to which bloggers think their opinions are, or are not, impacting companies. Please take the survey and let us know whether you think Corporate America is listening. SNCR is offering a special discounted registration to New Comm Forum in April for those that complete the survey. Direct link to survey here.
And that, my friends, is well worth it. There’s a great roster of speakers and opportunities to network with other communicators at New Comm Forum. I’m moderating the luncheon keynote on the first day, a panel of conference alumni coming back to tell how they applied what they learned at the conference at their organizations. More on that next week.
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Client News: Maxwell Street Documentary is doing a T-shirt giveaway at the blog Notes of the Urban Blues. It is a very cool shirt. Just tell us about your favorite Blues artist and you can be entered to win.
And please check out the new podcast Business Forward, strategic advice for small and medium businesses, that I am producing for client GuideMark.
Tags: customer service, American Airlines, AAA, Blockbuster, SNCR, New Comm Forum, Nuance
