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something about reputation20/07/2009
Or brand. Or "face of your business". No matter how you call it, it's equally important and - so it seems - becomes more and more crucial lately.
The recent buzz around cable TV operator "IZZI" is a perfect example. Their client service or - more precise - a lack of one, together with miscommunication between the Firm and the user quickly evolved to a social network disaster...
with bad reviews and horrible Google search results all over the place (info for further reading here).
More recently, another company, "SmsReklama.lv"have made the same mistake - not paying close attention to it's customers. They sent sms spam to a lot of people who didn't want it, never asking their permission; some of them turned out to be known bloggers and internet marketing specialists... The rest is pretty clear (detailed info here).
This time it's not just our mentality. This is a tendency. One recent international - and did i mention HUGE? - case of failed seller/consumer relationships rocked YouTube, the hard way. With thousands and thousands of clicks, the Canadian country bands "Sons Of Maxwell" sing-along review of "United Airlines" is something any company would want to avoid. This time all it took was band leader's broken guitar and some ignorance from the company:
http://www.youtube.com/watch?v=5YGc4zOqozo
All these cases speak pretty clear and remind you once again:
1. Seller/Consumer relationships have changed drastically during the last 10 years or so. If some time ago all you could do if unhappy with service in a shop was ask for the manager, today the seller or manufacturer will try to avoid sending you home unhappy at all costs. What if you write about it on Facebook, chat through Skype, tweet on Twitter... After that it'll be impossible to undo.
2. The importance of social media is growing fast. For example, paying no attention to bad Google search results is a huge risk. There's a small step from a negative comment to a trashed brand. Similarily, positive reviews can lead to a positive and beloved brand.
3. Brand is everything! This slogan can be found in many business guidebooks but, as it turns out, "everything" yesterday is many times "everything" today.
In the end - one truly positive video about GOOD service and how it can change the world.
http://www.youtube.com/watch?v=Cbk980jV7Ao