So my grandfather got new tires last Saturday from the local gas station. The tires were part of his pre-Florida roadtrip tune-up. Snowbirds need to make sure their wings are ready for flight.
The owner of the gas station & oldold man Finn have been friends since long before my existence. In fact, that gas station is the last place oldold man Finn visits on his morning walks.
Well, the following evening after oldold man got the tires he drove to the grocery store. He got his milk, cereal, steamed fish, Nestle Crunch bars, etc… When he got to the car, the worker carrying his bags noted that the car’s back left tire was low.
This caught oldold man by surprise since he just got the tire replaced that morning and removed the dead body from the trunk at least hours before.
So who does he call? No. Not me, though he should have. He called the gas station owner who put the tires on. In fact oldold man called him with the phone he has since cancelled – which means I need to wrap this up and go set up his new prepay phone…
Anyway, the gas station owner answered, said he’d be right out there, showed up fifteen minutes later with a tank of air, filled up the tire, followed behind oldold man Finn as he drove to the station, and then drove oldold man Finn home. Then the next day the owner had the tire fixed first thing, called oldold man Finn, went and picked him up, and took him back to the gas station to get his car. Most significant of all, he charged oldold man Finn nothing for the service.
All because of a nail, something that probably slipped out of a roofing belt or out the rusted whole of a dumpster.
Imagine what would have happened if the owner hadn’t answered the call. Think of what would have happened if oldold man published his complaint online – assuming he still had a computer.
That sad truth is that most businesses are setting up their social media marketing tools to broadcast sales, deals, and published PR pieces. Most of them aren’t set to communicate with customers, attend to their needs, and turn negatives into positives.
Are your online tools set up to handle the drama that can be brought on by something as small as a nail?
Too many businesses, in an effort to embrace “social” enterprises, have missed the point completely, viewing the common consumer as still nothing more than a faceless annoyance – best handled at an arms length – or not at all.
These “Customer Support” departments do nothing of the sort. The end game is to eliminate the complaints, not the problems.
I like this post a lot, Finn.
Too many businesses, in an effort to embrace “social” enterprises, have missed the point completely, viewing the common consumer as still nothing more than a faceless annoyance – best handled at an arms length – or not at all.
These “Customer Support” departments do nothing of the sort. The end game is to eliminate the complaints, not the problems.
I like this post a lot, Finn.
This is an excellent point with a solid analogy.
As the previous commenter states, businesses often want to avoid dealing with consumers. It should be obvious that this is not a good practice. In the “good old days,” business had as much to do with personal relationships as anything else.
Social media should not be a ploy to trick your customers into thinking you’ve changed for the better. It should be a tool with which you prove to customers that you genuinely have changed for the better.
This is an excellent point with a solid analogy.
As the previous commenter states, businesses often want to avoid dealing with consumers. It should be obvious that this is not a good practice. In the “good old days,” business had as much to do with personal relationships as anything else.
Social media should not be a ploy to trick your customers into thinking you’ve changed for the better. It should be a tool with which you prove to customers that you genuinely have changed for the better.
A great point Nat. Often small companies take a look at social media as a way to cut advertising costs. This strategy may well work, but it most definitely won’t if the small business is trying to hide from customers.
In your example, the gas station wasn’t responsible for the flat tire. But, they took care of it because they cared and saw the unfairness of the situation as a way to help … and get future business.
A great point Nat. Often small companies take a look at social media as a way to cut advertising costs. This strategy may well work, but it most definitely won’t if the small business is trying to hide from customers.
In your example, the gas station wasn’t responsible for the flat tire. But, they took care of it because they cared and saw the unfairness of the situation as a way to help … and get future business.
Absolutely, guys. It’s about turning negatives into positives.
If I’m able to do anything in my career, it will be that I got some people to stop looking at Social Media as an alternative marketing philosophy so much as a tool set to enhance your marketing strategy online.
Absolutely, guys. It’s about turning negatives into positives.
If I’m able to do anything in my career, it will be that I got some people to stop looking at Social Media as an alternative marketing philosophy so much as a tool set to enhance your marketing strategy online.