I’m thinking about wiring the human business. Does your social media experience extend to your other points of human contact? I believe it was with Tim Hayden from GamePlan that I was having this talk (if not, someone will come along and correct me in the comments, I’m sure). We were talking about the fact that Paula Berg from Southwest Airlines is a great brand advocate for her company, and that Morgan Johnston from JetBlue is a great advocate for his company, but that in neither case do we feel the experience extends to, say, the ticket counter, or the gate agent.
Further, we thought about the fact that if Morgan or Paula tweet some kind of comforting or informational note to someone who’s having a problem in real time, that this information doesn’t exactly travel (easily) through the rest of the system to the people most likely to be directly in front of that person. (Quick note: I’m not singling out airlines and least of all Southwest or JetBlue. They do great work.) Meaning, how does the system of “feel good real time interaction” connect to the system of “standard customer service” such that the user, the human, feels just as loved and touched as they do when talking to the Morgans and Paulas of the world?
I’ve started developing this as a project for a few prospective clients for New Marketing Labs . There are a few things that come to mind. One would be that an organization would do well to have someone riding shotgun on a “nerve center” of communications, something that covers both the larger mainstream stories, as well as the human-sized experiences going on in a day. Probably, this person would work in the customer service or ops department, but they’d have a media and communications mindset as well. Their role isn’t to improve operations, but to keep real time communications flow going at multiple touchpoints.
The yield of this kind of project, besides better alignment of your social media presence and your comms, customer service, and other key areas, would be a living human “pulse” on how information flows. This grants:
- Reduced time to problem resolution.
- Reduction in customer complaints.
- Real-time operational flow information for non-structured data. (Companies know how the gears turn. They don’t know the human stories.)
- Improved customer retention.
At least those are the few benefits that have rushed up to my head in the project brief that I’m writing.
What do you think? Can you see the value in that? As a company, can you imagine having not only a social media presence, but one that understands in multiple dimensions what the pulse of the organization is, and where to direct “soothing” and recovery?
That’s what I’m wiring up at New Marketing Labs these days. What are you doing to extend your social media experience?