I guess it was inevitable, but we’re quickly seeing companies dividing up into two social media camps: those that get it, and those that don’t. Take one indicator: how companies respond to customer complaints. As Jay Baer pointed out, an amazing 70 percent of companies didn’t respond to customer complaints in a study of 1,298 Twitter complainants (Maritz and Evolve24).
I’ve personally tweeted negative comments about experiences with big companies like United Airlines and Chase Bank, with no response (vs National Rental, which responded quickly to my tweets about a mishap at one of their rental locations). By comparison, I’ll bet you’d respond if you’re a small business owner and your business depended on it.
Why? Because you’re closer to the customer. Bigger companies-ok, let’s say marketing and communications departments-are several degrees away. They’re detached from the customer. This will have to change.
Getting to know and help your customers-customer service- isn’t rocket science, but it does take work. Entrepreneurs and small firms who depend on repeat business get this.
I was reminded of this recently when I hired an exterminator to get rid of some pesky ants around my house. (more…)