Come on, we all know that you hear stuff like, “value every customer”, “a single customer can have an impact beyond that single sale” or “1,000 true fans can sustain you”. But in the real world that’s bullshit right? You want to be the one to tell your boss that you spent the last 8 hours cultivating a single sale? You want to be the person to tell your boss that 1,000 customers can sustain his 401K, medical plan and bonus structure?
The real question is how do you fake it? Can you make it appear that you care about your customers? When they start complaining about some silly minor issue, you’re suppose to stop what your doing and coddle them. Is that really where we’re at now? My dried out chicken breast gives me some sort of right to chat with some underpaid social media intern who apologizes for a store he’s probably never heard of and asks if I’d like a dollar off coupon. It’s pathetic really.
Am I going to “connect” with my local plumber on Facebook? Maybe I should become a fan of the children’s resale shop in the next town over. Oh, wait, I know, I’ll start following Ashton Kutcher on Twitter so I’ll know all the trendy places in Los Angeles (even though I live in North Carolina).
Where would the world be if people cared about each other in a real way? Could we have giant corporations that employ thousands of people and treat them like human machines? Hell no! We couldn’t have companies like General Motors, AT&T and Microsoft if we had to value customer feedback and bend to the will of the mob. Those companies are there to make a profit for their shareholders, not to listen to you whine about “bad design”, “spotty coverage” or “monopolistic tendencies”.
There’s people saying that the current wave of social media tools are fundamentally changing the way business is being done. You may have noticed those changes because your mortgage is going down, cars are getting cheaper, your cable company called and is now delivering all channels in HD for free and cell phone plans top out at $14.99/month (unlimited).
Now you may be able to pull out one small example of a business “doing it right”, but please don’t drag that ComcastCares horse out of the barn again. How old is that one? And have you talked to people who use Comcast? They still hate their cable company.
If you got this far reading this post, you should probably leave a comment so we can “engage”, but that’s a lot of work and bother, so you’ll probably just click away – because as micro-consumption digivores, we only make an effort when it’s really no effort at all.
Photo by: Barry Adams