This social revolution presents both a massive threat and opportunity for every organization. Admittedly some markets are more sensitive to this than others, but this now affects ALL markets and is becoming more powerful every day. This is an issue that no organization can afford to ignore.
- The threat is that any less-than-satisfactory customer experience can spread around the globe at the touch of a button and the speed of light.
- And on the flip side of that coin, the opportunity is that remarkable and referable experiences can spread just as fast!
While this new customer power has resulted in the quick spreading of great reputations, and thus the most explosive growth of new great startups – to the point that almost every day in the news, we hear of ‘another one’ and the ‘next big thing’ – human nature dictates that mud sticks and people love to spread bad news.
One famous example is “United Breaks Guitars.” I will not go into the origin story but after a long battle, United Airlines refused to offer any compensation, so instead, Dave recorded a video on YouTube about the incident, and it went viral! Resulting in massive PR and share price damages over many months. All from the bad experience of just one customer!
While most organizations will rarely experience this kind of nightmare, the real risk is that ‘less than great’ reputations continually spread, sometimes even without the organization being aware of it at all. (refer to my dark funnel article ^_^) This makes business harder than necessary for the organization, which would drag them down, make marketing and selling a hugely tough exercise, and force them to cut and offer deals that would be totally unnecessary if they were significantly more remarkable and referable.
So what you do remember is there is no such thing as an unimportant customer. Each one is ready to push a button to go full Armageddon on your business or be your fiercest and loyal champion to your brand.
Disclaimer note:
The opinions expressed in this post are those of the author. They do not purport to reflect the opinions or views of ThinkLogic Media Group or any company and their associates.
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