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Value of a Tweet in Understanding Customer Needs

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Value of a Tweet in Understanding Customer Needs

Many of us value what we say a little too highly. And the businesses mining – trolling – Social Media for business opportunities are valuing what we say a little too highly.

We fill our streams with vapid content, that can be used to garner sentiment. However it will not pay the rent.

by Hutch Carpenter

Tweets Offer Little Value in Understanding Customer Needs

Social media. A rich source of insight and opportunity for companies. Why, it’s an article of faith that customers are talking…on their terms…where they want. So get out there and…

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Written by Daniël W. Crompton (webhat)

June 27, 2012 at 10:37 pm

[email protected] #mail

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Hi,

We are sending you this information with a link to our website, but we won’t allow you to send us mail.

This mail was generated.

Bite me,
A. Company

I get mails like this all the time, a nice little form letter telling me that if I want to communicate with the company I must conform to their methods of communication. This is much like the companies which force me to call an expensive number to air one’s grievances, they have email yet they won’t allow me to use that method to initiate contact.

Why do they do it?

Obviously not just to irritate me, they have a procedure that allows them to track issues and have a customer support representative to handle the complaint. As soon as it’s in their CRM they suddenly can use mail, when it suits them, and these can be processed by their CRM.

What many companies forget is that when I am contacting them I am doing them a service, I am helping them to make their product better. So when they make it difficult for me to help them, they are making their product less valuable. There are many companies out their who perform their task cheaper and as badly as they do, where they can make the difference is to add value to their product that exceeds the value of just the product. It’s natural that this is paid for, and this cost should be included in the cost of doing business. The customer service lines that charge me 50 cents for every minute are saying:

“You call is not important to us! To get the service you are entitled too under our agreement and are paying for we will charge you more.”

Not as bad are the no-reply mails, although they are saying:

“We this what you have to say is important, but not so important that we should be inconvenienced.”

And as sheep we accept this rather than voting with our wallets.

Written by Daniël W. Crompton (webhat)

August 30, 2009 at 12:32 pm

Posted in business, mail, risk

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Blogging for Risky Business

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A blog is a good way for communicating to customers, as is stated in 50 Blog Topics Marketers Could Write For Their Companies. It’s also a good place for mitigating risk.

In a companies customer facing projects and services risk is especially important to mitigate, a tool in this is communication with customers. And as a tool blogging is of the utmost importance. ISPs and SaaS companies have already implemented blogs and make good and bad news available to customers quickly, often these are mixed in a single feed. DynDNS and XS4all are two companies who do it differently, they give a choice to the customers who don’t really care if a new feature is added. People who only want the bad news. And they make sure they get the bad news to the customer as quickly as they can.

It makes good business sense to be honest to customers, but it also helps in a companies risk reduction and cost reduction programs. Another tool in the belt of the marketeer, but a scalpel not a hammer.

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Written by Daniël W. Crompton (webhat)

July 23, 2008 at 6:38 pm

Blogging for Risky Business

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A blog is a good way for communicating to customers, as is stated in 50 Blog Topics Marketers Could Write For Their Companies. It’s also a good place for mitigating risk.

In a companies customer facing projects and services risk is especially important to mitigate, a tool in this is communication with customers. And as a tool blogging is of the utmost importance. ISPs and SaaS companies have already implemented blogs and make good and bad news available to customers quickly, often these are mixed in a single feed. DynDNS and XS4all are two companies who do it differently, they give a choice to the customers who don’t really care if a new feature is added. People who only want the bad news. And they make sure they get the bad news to the customer as quickly as they can.

It makes good business sense to be honest to customers, but it also helps in a companies risk reduction and cost reduction programs. Another tool in the belt of the marketeer, but a scalpel not a hammer.

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Written by Daniël W. Crompton (webhat)

July 21, 2008 at 10:24 am

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