The concepts “transparency” and “joining the conversation” are being so overused these days that companies often forget the purpose: embracing their consumers and creating a real relationship.
Here are examples of how one company, RealNetworks, embodies the essence of these cliches and how one company, Uhaul, forgot about the crucial second part: doing what you said you were going to do.
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My favorite example is RealPlayer. Real doesn’t have a stellar image; their player in the 90s is known for being closed, inefficient and slow (remember the ‘buffering’ sign?).
But now, they’re different. I love the RealPlayer 11and that I can download video clips from online to my computer. It’s convenient to access my favorite Russell Peters clip whenever I want, even when AT&T decides not to give me wifi service (for whatever reason). I’ve also noticed that since their new player launched, Real comments on blogs regularly and respond to customer complaints. Because they’re listen, are honest and admit their past faults when talking to consumers, bloggers and users are embracing Real. Yes, there are still hilarious dissenters, but generally speaking, Real is turning their image around.
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Uhaul’s CEO took a ‘risky’ approach. Like the new Spring CEO, Dan Hesse, Uhaul’s Joe Shoen published his cell phone number and encouraged customers to call with complaints. The idea is admirable. The time invested to contact the customers would have yielded articles on the proactive company customer service policy and blog posts on how gruff and handsome Joe sounds or charming and sophisticated.
But the buy-in and honestly parts are really important. Instead of answering the cell, Joe’s voice mail is now full of unanswered calls and no follow-up. The customers, who once thought Joe and Uhaul was amazingly open and friendly, now probably feel cheated and lied to by the company. It’s better to be talked about than not at all… probably doesn’t apply here, since you’re threatening your current user base.
Instead, Joe should have opted for a complaints section on the website, one with either live chat capabilities or at least a responsive customer service team, who can get back to the customers within 1-2 business days.
Better yet, he could have started a “U-Haul, We Help” blog with exceptional customer service stories backed up by an HR policy that offers employees incentives for going above and beyond their job descriptions.
He could have offered a Uhaul truck design contest to all college students with a prize of dorm room/apartment furnishing delivered by Uhaul.
Heck, he could have said, here’s a Uhaul Customer page (instead of cell), where you can complain to each other about what Uhaul can do better, and Uhaul will analyze the data to help provide a better service.
In just five minutes, I’ve brainstormed four potentials, that have a way better effect that the cell service. My point isn’t that I’m uber-brilliant or a show-off (okay, maybe just a little). My point is that without proper follow through, that ‘cool social media or risky idea’ can flop in your face, and opting for a less time-consuming, risky idea might be the better idea.
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Disclosure: RealNetworks is a client of my company. However, all the information shared is public knowledge and do no represent that of my agency or anyone (besides me) working there.
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