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customer service

Social Media: It’s a Moral Imperative

July 16, 2009 by Kathy Hendershot-Hurd

socialmediamarketing2For more than a millennium, the underlying relationship between consumers and business has overwhelmingly been defined by the term  caveat emptor (buyer beware).  However, over the past few years the easy to use mass communication tools we’ve dubbed “social media” has been subtly shifting  the balance of power in the relationship between buyers and sellers.

Social Media is shifting the balance of power in the relationship between consumers and the businesses that serve them from caveat emptor (buyer beware) to caveat venditor (seller beware)  and the easy to use mass communication tool known as social media is the sole reason for this shift.

The Power of Social Media Connection

The real driving force which is powering the social media explosion are the gossamer threads of human connection.  The unseen, unmeasured force which seems to drive us to connect with other human beings.

This was illustrated clearly a few nights ago when my family watched an absolutely HORRID movie at home.  It was one of cases where the movie’s marketing had caught our attention,  but we never found the time to see it in theaters.  I  popped a bag of popcorn and we settled in to watch a movie which had been heavily marketed as a “comedy”.

We suffered through almost 2 hours of  graphic sexual content and  intense violence (such as gun shots to the head and a death by ax bludgeoning) delivered by a cast of recognizable actors playing one dimensional characters under the guise of “comedy” .

When the final credits rolled – my oldest son jumped up and ran to his computer.

“What are you doing?”  I asked.  After all, it was shortly after midnight and I was heading upstairs to bed.

“I’m a member on IMDB.  This is what we IMDB members DO!”

Ah, the gossamer threads of social media literally pulled him to his computer to share his experience.

This is what social media looks like from ground zero.

Seth Godin refers to this kind of behavior as “tribal” and I think it’s a good description.  My son actually felt a MORAL OBLIGATION to spare others in his “tribe” the “agony” of watching this painfully un-funny comedic romp through hell.

It’s important to note that part of our extreme disappointment with this movie was the fact that the marketing for this movie had painted it to be a “comedy”.  I personally don’t find death by ax bludgeoning or gunshot wounds to the head to be even mildly amusing.    Obviously from someone’s marketing perspective – these gruesome scenes are real side splitters.

The expectations set by the marketing played a huge role in my disappointment with the flick.  We had all been duped.   Had my son not jumped from his seat as if he were called to a 3 alarm fire – this blog post would have been all about how important it is to create realistic expectations in your marketing messages.

However, my son’s actions illuminated a deeper truth to social media.

People are smart.  They’re smart enough  to realize when they’ve been promised something that wasn’t delivered.  When that happens, they get angry.  They want to TAKE ACTION!!! That combination of emotion and easy access to mass communication tools is like spraying a gasoline mist into a cylinder.

The resulting social media explosion can be positive – or negative.

When it’s positive – it’s called viral marketing.

When it’s negative – well, it can cause a social media shit storm.

Social media makes communication easy, fun but most importantly PERMANENT!

There was a time – when your advertising and other marketing messages didn’t live forever, easily accessed by the search engines.

That was then – this is now.

Disappoint customers today and they’ll take to the tools of social media to share their experience with others.   Those disparaging remarks will live on – and if you’re not on top of your online reputation’s SERPS – those customer complaints may end up being featured front and center.

The consequences of disappointing your customers can be more severe than just a negative rating on a single website.  Disappointed customers who feel  strongly can now easily, post a Tweet,  create a video – create a Facebook Fan Pages – or worse yet – blog about your current customer service.

It’s becoming obvious that this type of sharing is one of the moral obligations of social media.   Caveat venditor!!!

What to do when Social Media creates a Shit Storm

July 13, 2009 by Kathy Hendershot-Hurd

Only July 6, 2009 – United Airlines executives awoke to discover a social media shit storm had erupted thanks to this viral video from Dave Carroll.

Thanks to Carol Solomon of Stress Eating for the heads up about this video.

The video above was a long time in the making.  The  now infamous guitar tossing incident happened way back in March of 2008.   Dave writes on United Breaks Guitars about what it took to bring him to the point of creating the song (the first of a trilogy) and the video (again, probably the first of a trilogy).  After months of fighting with various levels of management at United… where they actively engaged in the age old customer complaint strategy of deny, obfuscate, and stall –  he writes:

At that moment it occurred to me that I had been fighting a losing battle all this time and that fighting over this at all was a waste of time. The system is designed to frustrate affected customers into giving up their claims and United is very good at it. However I realized then that as a songwriter and traveling musician I wasn’t without options. In my final reply to Ms. Irlweg I told her that I would be writing three songs about United Airlines and my experience in the whole matter. I would then make videos for these songs and offer them for free download online, inviting viewers to vote on their favourite United song. My goal: to get one million hits in one year.

United Airlines can’t say they weren’t warned.

Dave Carroll promised Social Media Armageddon and he delivered.

With over 2.5 MILLION views for the video,  multiple television interviews and the resulting blog buzz, this story is not exactly what most businesses envision when they ask for a viral marketing campaign.  It’s a once in a lifetime opportunity for Dave Carroll… but it looks like a shit storm from the other side.

There are several  pundits who are saying that United can make lemonade out of this shit storm.  The phrase,  “there is no such thing as bad PR” has been tossed around.   One recommends that United should try to leverage this disaster in their future marketing.

All I can say is I’ll take a kilo or more of whatever it is these people are smoking.

If United were my client – I’d share with them the wise words my mentor shared with me over 20 years ago.  When one of my advertising clients awoke up one Sunday morning to a PR shit storm in the Sunday paper of admittedly a much smaller scale – my mentor shared these valuable words of wisdom:

The more you stir shit- the more it smells.

Talk about pithy words of wisdom – those were it.  So when I sat down with the client on Monday morning, my advice was simple: LET’S NOT STIR THE SHIT!.

My advice to United would be the same.

Don’t try to make lemonade out of shit stew – no amount of sweetener is going to make this palatable.

I would also advise United to FIX WHAT IS OBVIOUSLY BROKEN.

The thing is – twenty years ago – the customer service practice of dealing with customer complaints by  denying, obfuscating, and stalling was actually sound business advice.  Why pay restitution if you didn’t have to?   (I have to wonder why flight vouchers weren’t offered to try to placate him.)  After a few frustrating and fruitless conversations, most customers would become frustrated or bored and give up.

If this situation had happened two decades ago, there wouldn’t be much backlash.   United might have lost a customer – maybe one or two more thanks to word of mouth.  However, adding up the lost revenue and comparing it to the restitution involved in this situation would have made this an easy call a generation ago.  This guy and his band don’t spend enough to make it worth it to make this right.

Twenty years ago – Dave Carroll couldn’t have caused more than a scratch to United’s Teflon coated brand.  Without access to the mainstream media – his message wasn’t going to get very far no matter how catchy, clever or well produced it was.

That was then – this is now.

Now – Dave Carroll is planning a second video – riding the wave and stoked with all kinds of creative energy on how to make the next video even BETTER than the first.

Rather than play armchair quarterback to all the opportunities inherent in the situation for United’s competitors in the marketplace – I’ll offer this admonition…

A new age has dawned and it’s name is social media.

Social media makes it easy for average people access to a world wide audience.  Those average, everyday consumers can use technology to create what is know as user generated content.  Sometimes, that user generated content is catchy and clever enough to do more damage in a week than several decades of carefully orchestrated media buys and brand strategy.

In my book –Beyond the Niche: Essential Tools You Need to Create Marketing Messages that Deliver Results I warn business owners to be aware that “power customers”  -those who can do serious damage to their marketing efforts – were not easily identified and as a result, EVERY customer needs to be treated as if he/she has the ability to influence dozens of other consumers.

Social media takes the power of a single consumer and expands it exponentially.

You never know when a consumer may have a popular blog – or even access to one – so treat them all like they do.

This is a full blown shit storm for United – but every day, similar smaller stories are happening all over the web. They aren’t as well documented as this one is but, then again, six weeks ago Dave Carroll was just another musician with a beef against United.

Another crippling blow in retaliation to piss poor customer service has been delivered.

Facebook Fan Pages – Ask WIIFM

June 26, 2009 by Kathy Hendershot-Hurd

social media marketingWIIFM – What’s In It For Me – it’s the foundation for any successful marketing campaign.  However, it’s important to note that the What’s In It For Me should not in any way, shape or form be applied to your OWN selfish needs and desires.  You must maintain laser focus instead upon the satisfaction and delight of your customers and potential customers.

It’s with the WIIFM mantra in mind that I will ask the question here – what’s in it for me to become a “fan” of your business on Facebook?

Facebook Fan Pages: The Facts

Do a bit of research on Fan Pages on Facebook – and you’ll see lots of marketer’s singing it’s praises.  Among the chief selling points:

  1. It’s free.
  2. Pages contain links.  (Links to your own site – even though you can’t control the anchor text – well, hey – see #1 … it’s free.)
  3. The updates appear on every fan’s page (free publicity)
  4. You can send updates to fans – for free.
  5. A Fan Page has the potential for higher SERPS for a variety of reasons
  6. Um – did I mention it’s free.

So creating a Facebook Fan Page is FREE.  Great – free is great – when there’s value. KFC discovered that free is a powerful marketing incentive – but it’s a disaster when you offer free without limits.

There’s no doubt that a Facebook Fan page can provide GREAT value for the businesses that create them.

Ann Smarty at Search Engine Journal writes in evaluating the difference between creating a Facebook GROUP and creating a Facebook FAN PAGE:

  • Pages are generally better for a long-term relationships with your fans, readers or customers;
  • Groups are generally better for hosting a (quick) active discussion and attracting quick attention.

Ok – so there are a LOT of benefits to smart marketers by creating fan pages or groups on Facebook.

Notice, I qualified the above statement – SMART MARKETERS.

Because – again – creating a Facebook Fan Page without keeping in mind the WIIFM mantra (or worse yet, applying that mantra to your OWN selfish needs and desires instead of focusing upon the satisfaction and delight of your adoring fans) – means that you won’t get much other than free links with meaningless anchor text (worth exactly as much as you’re paying for them)  from your Facebook Fan Page.

Before you create a fan page – ask yourself – WHY would anyone want to become a FAN of my business?

WHAT’S IN IT FOR THEM?

In order to answer that question – you’ve got to have a clear vision of your customer’s GDP (Goals, Desires, Problems).

Seriously – if you don’t know the answer to “what is my ideal customer’s GDP?” – pick up a copy of my book Beyond the Niche: Essential Tools You Need to Create Marketing Messages that Deliver Results

Knowing what makes your customer’s buy is the most important piece to the marketing puzzle!  If you don’t know – you need to figure it out!

Sometimes – if you’re lucky – your fans will take matters into their own hands.

One of the most searched for recipes online is the recipe for Red Lobster Cheddar Biscuits.  The chain has a closely guarded secret recipe for those delightful little biscuits which overshadow every other offering on the Red Lobster Menu.  (Seafood… really, they serve seafood there too?)  The biscuits are by far the best thing on the menu so it should come as no surprise that the Red Lobster Cheddar Biscuits fan page on Facebook has over 400,000 fans.

What is surprising is the fact that the fan page was not created by Red Lobster!!!

It was created by true “fans” of the delicacy – likened by the page’s creator to “the Krabby Patty on Spongebob”. A fan of the product had time on his hands and created a fan page.  The “viral” properties of a Facebook Fan Page took over from there.

Every time a fan of Red Lobster Cheddar Biscuits posted a comment on the fan page – it showed up in the fan’s news feed.  Other “fans” found the page and many of the fans write disturbingly amusing love notes to the delicacy … and provide other social commentary.

The page creator posted on April 30 that he “just talked to the President of Red Lobster…. he approves of the page!!!!”

Um – if you’re a business owner, the fact that anyone can create a “fan page” for your business should cause your blood to run cold.

I’m just saying – a fan page can get ugly FAST!   Read The shit fight is beginning- should you join in? for how fast – and ugly – things can get in the social media universe.

The fact that the Fan Page not being controlled by the Red Lobster chain may be the reason it is so popular.  Even though the President of Red Lobster approves – he has to be uncomfortable knowing that one of his flagship products branding is now in the hands of a true “fan”. (The fan page is #6 on a search for the keyword by the way- well ahead of any “official” page sanctioned by the Red Lobster chain.)

What’s in it for fans of the Red Lobster Cheddar Biscuits?  Well, a recipe for the delightful treat along with a lot of witty banter.    What’s in it for Red Lobster?   Perhaps the real value of this fan page is to provide insight for the chain as to what people REALLY love about Red Lobster – and unfortunately it isn’t the seafood entrees!

Do you think you work with corporations or individuals?

March 9, 2009 by Kathy Hendershot-Hurd

I got a phone call last week from an organizational development consultant with whom I worked a few years ago.  At the time, he was in the beginning phases of launching his consulting business and we were hammering through the “tough stuff” that every new business owner goes through.

At the time, he decided that the launch process would be INFINITELY easier if he went back and got his Ph.D. so he put his business on “hold” and went back to get his degree.  Now he’s a “doctor” and he’s decided to get back on track to build his OD consulting business.  (I wish I could tell him that it’s going to be “easier” now that he has more letters trailing his name.  Unfortunately, the tough tasks he was trying to avoid are still there waiting for him. They’re still standing between where he is now and the successful consulting business he wants to run.)

In the opening stages of our “getting reacquainted” conversation, he asked me a profound question.  Looking back, I think the question may have been an attempt to “power over” – but because it had been “coming up” lately in other areas, I didn’t take it as such in the moment.

The question he asked was this, “So, are you still working with individuals?”  I answered authentically,

“One thing I’ve learned over the years is that I’ve ALWAYS worked with individuals.  Sometimes, those individuals are starting their own businesses and sometimes those clients may work for very large corporations – but in the end, every client is an individual.”

I learned this lesson the way I’ve learned every single lesson of value in my business – through experience.

A few years ago, I was working with a “big” company when my contact decided she couldn’t take it anymore there and left the company.  After she left, I spent the next few months trying to navigate the now unknown waters of the company.   I talked with the graphic designer who had worked with this company longer than I but he was having an equally tough time finding out who had assumed the role of project manager which my client had so capably performed.

What I should have known at the time was that when my client left the company, I officially “lost” the corporation as my client.

That experience taught me that while the corporation’s name may appear on the invoices I issue and the checks sent for payment – my true client is my contact at these larger corporations.

Unfortunately, it took a few times before I recognized the pattern!!!  It took me a while to learn an essential truth.  I don’t care who you are,  or what kind of consulting you do –

You don’t work with “corporations”  – you work with individuals!

Recently, I filled out a form which asked whether my business was B2B or B2C.  I truly don’t believe there’s any difference between the two!

You may THINK your business is selling B2B -business to business – but I’ll guarantee you that within that business is an individual CONSUMER who is making a buying decision.  The transaction may “close” with a Purchase Order instead of a signed check, but that doesn’t remove the human element from the equation.

Instead of thinking of your business as a B2B or a B2C – try viewing your business through another lense.  In my book Beyond the Niche: Essential Tools You Need to Create Marketing Messages that Deliver Results, I talk about the TWO types of sales defined by Neil Rackham.  They are known as Major Sales and Minor Sales and there’s a HUGE difference in the sales process between the two.  Whenever I see someone begin to talk about B2B and B2C – I almost always see them incorrectly assuming that B2B sales are “Major” sales while all B2C sales are all “Minor” sales. (For a more in depth explanation of the differences between Major and Minor sales, read Advertising and You.)

Nothing, and I mean NOTHING could be further from the truth.

There are many B2B sales which are definitely classified as “Minor” sales – for example – purchasing copier paper.  Meanwhile, there are many B2C sales which are classified as “Major” sales – buying a home or car for example.

In the end – you must ALWAYS remember that even though the checks that keep your doors open may say they’re from a “coporation” – in the end, your client or customer will always be the individual within the corporation.  You’re still in the business of solving problems – helping people achieve goals or satisfy desires.  The only difference is you’re doing that for individuals WITHIN a corporation.  Now of course, depending upon the product or service, the signing of a single corporation as a client may mean literally HUNDREDS of new “customers” for your business.  THAT is where the difference lies between B2B and B2C.

As always, this blog’s comments are open so those who are wiser and wittier than I can share their insights.   Leave your take on this issue below.

When the Pest Control Company is your most Annoying Pest!

February 26, 2009 by Kathy Hendershot-Hurd

There are times when, if it wasn’t for the media telling me how HORRIBLE the economy is – I wouldn’t know it. This is not one of those times. This is a sad tale of a business obviously struggling to survive the great recession of 2008 and features my former pest control company – Truly Nolen.

Back in 2007, I contracted with Truly Nolen to provide pest protection for my home and yard.  I paid to have my yard treated despite the fact that I pay a monthly fee to my homeowner’s association and their guy rides around spraying what must be water on my lawn every 4 months.

My complaints about my homeowner’s association are legion but they can wait until another day.

Today, I’m telling the tale of Truly Nolen – how I came to choose them as “my” pest control provider – why I decided to NOT continue that relationship and most importantly, how I have become involved in almost a “Fatal Attraction” style “service provider breakup” with them.

Why I chose Truly Nolen as my Pest Control company

I chose Truly Nolen as my first provider of pest control in southern Florida because of the car. In a word – it’s ADORABLE!!! It’s a yellow VW Bug outfitted with ears and a tail.  You used to see it driving all over town. Looking back, I realize it probably wasn’t the most REASONED buying decision I’ve ever made.

Truly Nolen’s Performance as my Pest Control company

I signed a one year contract for pest control for my home and my yard – because I actually SAW a grub on the sidewalk. When I complained to the guys hired by my homeowner’s association – they told me I didn’t know what I was talking about. Those brown spots in my lawn weren’t from insect damage – they were because I needed to water more often.

I hate being lied to!

So I call Truly Nolen.  The Truly Nolen guy comes out and makes a BIG production about the infestation of cockroaches living behind my dishwasher.  EWWW!!!!  My home is less than 3 years old and I’ve got cockroaches!!!  EWWWW!!!!

I’m thinking, “Boy, am I glad I signed a year contract with these guys.”

As the Truly Nolen dude pokes, sprays and heads merrily upon his way –  I feel safe and protected.

Three days later, I am confronted with one of said cockroaches on my front door. EWWWW!!!

So I call and tell them to get someone out IMMEDIATELY!!!  They say they can’t get anyone out until next week.  

Wait – I’m not feeling so safe and protected anymore.

When the Truly Nolen guy finally arrives,  he is obviously having a bad day.  Obviously, Truly Nolen must not PAY their technicians when they have to go back out to retreat a house.  Or maybe they treat him as badly as they’re treating me.

This scenario plays out repeatedly over the next year.  I see bugs – I call – they apologize, stall and then give excuses.  I anxiously await the call to renew my contract.

Truly Nolen never calls. Instead, my doorbell rings as I’m getting ready for church one Sunday morning (yes – Sunday morning….) and my teenage son answers the door.  As I’m getting ready, I see a Truly Nolen guy walking the perimeter of my house.  Before I can get my clothes on, he’s gone.  I ask my son who was at the door and he told me it was the Truly Nolen guy.  He told me the guy had asked if it was ok for him to treat the house and my son said, “Sure.”

I am now officially upset and sure enough, they follow the treatment with a bill for ANOTHER year’s services.

I call and tell them that not only do I NOT want their sub-standard services for another year but the services they provided were based on a verbal contract with a minor which is a HUGE problem for THEM not ME!

Truly Nolen becomes my most annoying pest

Actually, I think I’m being QUITE nice about this with the young lady from Truly Nolen.  She replies, “Oops!  Let me have you talk to my manager.”

She puts me on hold – 15 minutes later, I hang up and call back.  She answers, and I ask to speak with the manager.  I’m now told that the manager is on vacation and he’ll call me when he gets back.

A few weeks later, I get another bill from them – which I call and am told that the manager is STILL not available to talk to me.

I ignore said bill.

Yesterday, I got a collection notice in the mail.  I call the “collection” agency and get an answering machine that loops endlessly telling you to wait for the beep and it never does.

I feel extorted.  Of course I’ll pay the bill.  It’s not worth it to TRASH my good credit over this amount.  Truly Nolen will have won.  They will have gotten to a little bit MORE of my cash.  [NOTE:  After this blog post was published- Truly Nolen representatives contacted me.  Not only did they promptly remove me from collections and credited the account – they also assured me they would be making the auto renewal of the contract more visible in the future.]

The real pity here is Truly Nolen is selling a SERVICE.  They may think they’re selling pest control, but you know what – I can’t SEE pest control – all I see is the surly Truly Nolen tech.  In her post You May Not Be Doing as Badly as You Think, Cath Lawson writes:

Selling a service, especially a more costly service, to your first few customers is far harder than selling a product, because you’re selling the invisible – they can’t see what they’re going to get.

Truly Nolen “got me” the first time with clever branding and effective advertising.  They won’t get me again no matter how cute the mascot or how effective the marketing message.

That’s the way this whole “customer service” stuff works.

When you please a customer – if you’re lucky-  they’ll tell 3 people.  If they’re pissed or disappointed – they’ll tell 16.If they have a blog – they’ll tell thousands – perhaps tens of thousands – as long as the blog post stays “alive”.

Over at the Ignite Social Media blog there’s a GREAT post on Your Customer’s Hierarchy of Needs. You have to get  passed the “satisfied customers” tier – before you can begin to achieve customer advocacy.

So here I am – pissed off and feeling really abused.  It’s not the money – it’s how they’re GETTING my money – via extortion.   It’s the accumulation of multiple bad experiences with several different technicians with the final straw being a hidden renewal clause.

All I can do is wonder what in the world they’re thinking.

What are YOUR customers saying about you online?  Are your customers blogging about your piss poor customer service?  Are your customers pissed off enough to contact a blog which specializes in airing poor customer service?

You build your business reputation one customer service contact at a time.  If you’re a business owner – protecting your online reputation should be a high priority.  Is it?

Authors note:  Over the course of the past three years – this blog post as served as a “lightning rod”  for people who are upset with their pest control company – or looking to find a reputable pest control service. 

In response, I’ve finally launched Florida Pest Control Reviews. as a place where consumers can leave their authentic experiences with various pest control companies throughout Florida. I’m going to close comments on this post – and ask that you head over there to share your experiences.

Bugs are just a part of living in Florida – but they shouldn’t be the lesser of two evils when it comes to dealing with your pest control company.  Feel free to share your experience at

Florida Pest Control Reviews

PR: wait… I: wait… L: wait… LD: wait… I: wait… wait… Rank: wait… Traffic: wait… Price: wait… C: wait…
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