Lousy product reviews on FB or Twitter and whole efforts on product and marketing fails. On the contrary superlative reviews can boost the sales and brand image beyond imagination.
Therefore companies have stared focusing on their social bushiness strategies.
Bigger question or issue is: With Social Media (SM) is taking center stage companies need not only design their social media strategy but has to change business strategy altogether.
Yes, emergence of SM, organisation is exposed to the world i.e. potential customers, existing customers, suppliers , potential employees and investors, everyone. Therefore advertising and marketing campaigns will have to be realistic and under claiming.
Ad Guru David Ogilvy has said “Great Marking only makes weak /lousy product faster .” This was in times of no SM. Imagine what can happen in times of SM? Movie JOKER is the latest example. Earlier this week Volkswagen (VW) ad in TOI was talk of the town, now suppose VW’s product is not up to the mark or people reads not so good review about their other products, what will happen to so brilliant advertisement? Though its is unlikely for VW but not for majority of the companies.
When the company is exposed to masses about their behaviors, it has to change the behavior and not only strategy to deal with exposing medium. With people to people contact , what company says is hardly of any significance. Its time to get real. Its time to revisit objectives and mission statement again. Its time to revisit business processes, people soft skills, HR policy, product innovation and afters sales service. Its time to check the air in all the four Tyre (people, process, product and communication). Puncture in any one will curtail the speed and end products/outcome. All companies NOW has to work towards creating brand advocates. Yes that is the ultimate thing that all companies must aim for and best things that can happen in favour of the company through SM.
Now its a time to work towards not triple bottom-line but SINGLE bottom-line through happy customers, motivated employees, supporting vendors, community building, active CSR , concern for environment. Every activities will be watched and discussed on SM. Now is the time BRANDS will be built by company business strategies and not by advertising and marketing team. Measurement parameters MUST include other parameters than only financial share holder driven parameters. Net Promoter Scorecard, Customer SATisfaction, Employees-SAT, Community-SAT etc etc.
When EXPOSURE is given , you don’t try to strategies to defend mis-behavior but certainly-try to behave and put up EXPO-SABLE show. Brand building is NOW everyone’s role in the organisation. Happier times are here not again for the first time.
Emotional Intelligence – one of the best selling books by Danial Goleman, Emotional Campaigns like McDonald’s campaign says I am loving it (not about rational need of taste, delivery, ambiance or people) . Zappos .com slogan is Delivering Happiness (what shoe retailer has to do with customer happiness? Ask Tony CEO of Zapoos.com or read his book Delivering Happiness. Happiness is the highest form of emotions, check pyramid below.) , KBC previous and present versions are based on emotional stories of the participants. Its now less on prize money and more focus on human emotional stories. Author of the book The New Leaders Says
” Acknowledge Emotions, Hire for Emotions, Evaluate for Emotions, Promote for Emotions, Lead by Emotions, Follow by Emotions, Sell Emotions ” .
Emotions are most important factor in every human being. French thinker had said ” Our rational decisions are driven by our emotions. ”
Elite companies have started using emotions in their campaigns. But is it enough? Unless customers see similar signs in the offerings they will neither become loyal nor advocates of the brand. Where do we put our loyalty in our personal life? Of-course with family and friends with whom we have emotional associations and not just rational.
Therefore when we talk about customer experience, unless we focus and map emotions of customers at every touch points , we are failing in true measurement of customer experience. This is the reason perhaps we have experience of commoditsation of most of the products and services. Every companies are focused on efficiency of processes, cost cutting, call centers outsourcing , appointment of Customer Service people and many such things. Every companies are doing the same level of improvement and end result is commodity product for customers. But now what next?
How about changing company culture ? How about measuring customer emotions and mapping it for desired outcome?
When we are dealing with any aspects of human being we have to consider human being as a whole i.e rational, emotional and subconscious. Present system of customer service or very little experience measures rational aspects of customer service or experience. However customer always experience company offerings and moments of contacts with emotional and subconscious mind also.
How to go about this ?
(Pyramid developed by Beyond Philosophy- Which emotions creates value and which ones destroy )
Put your organisation on NPS driven performance measurement. Business growth is limited part of the story , NPS lead growth is what companies must aim for sustenance. NPS will only grow reasonably if customer experience is bettered on every given day with holistic approach of mapping emotional behavior of the customers. It enables the organisation to become sensitive and designing emotion altering customer experience for desired end results. Measuring & Mapping emotions is the new regular.
Its a win win win for all the stake holders i.e. company , customer and society at large. Emotions are contagious. Happy and pleased customers will spread the feelings and emotions along with company brand. How are you feeling today?
Share your stories and emotions with brands you have encountered. Brands could be company or individual.