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VHT Chief Technology Officer
 
Group: VHT Sales
Last Login: 3/8/2009 9:44:16 PM
Posts: 17,
Visits: 60
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If you're on Facebook, MySpace or LinkedIn, then you're like millions of others who are part of a revolution ... and businesses better be ready to adapt or else they run the risk of alienating their most valuable resource, their customers.
The phenomenal growth of online social networking is creating a cultural shift in our society. Sharing experiences and opinions with one another gives us a sense of connection. The ability to identify problems and alert others gives us a sense of purpose. To participate in solving problems facing customers and businesses gives us worth and prestige. If this is the case, and I believe it is, then we must join this community,embrace it, and more importantly, engage it!
This is a new wave of customer interaction. It's a new style of communicating that businesses must learn in order to build and maintain customer relationships over the long term. Over time, more and more consumers will gravitate to companies that accept them for who they are, and treat them as equals in this virtual world.
However, in order to build these advanced relationships in the virtual arena of the internet, there is going to need to be reciprocity and outreach on the part of companies. I believe it's going to take a bit of time for most organizations to get on board with this because participating in an online social network requires a degree of transparency and openness that may make folks a little squeamish. The social network is powerful because it's an honest exchange. Honesty fuels participation, and participation creates the synergy that spawns positive (and sometimes negative) ideas and opinions about a range of topics, including your company!When someone detects that you're not being upfront with everything ... or that you're just trying to sell something, then the fabric of the network begins to fade and trust begins to break down.
You've invited your customers to engage you on the web with your web self-service strategy. Good move. But now don't be surprised when self-service isn't enough and they slowly start to expect more through this channel. My closing advice is: join Facebook, MySpace or LinkedIn and start figuring out the lay of this virtual land. It's here to stay and it's going to bleed into the business world. Companies that meet their customers on this new field of play will gain a significant competitive advantage.
Edited: 12/31/2008 9:38:36 PM by ecamulli
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