Note: this is the third and final prediction in a series of predictions I’m making for 2012. The first two can be read here: Prediction #2: Favor tips towards credible media and Prediction #1: Social media slides down the pedestal.
Marketers are no longer in control of their brands. Do you believe it? I did. But as in my first prediction, my thinking is changing.
“Companies that don’t understand and listen to their customers experience problems because not only are the ignoring their customer, but also the flaws in their offering. That’s because customer service is usually activated when people are pissed, not when they are happy.
What about the vast majority of happy customers who never call? How can customer service represent them.
Just like the army doesn’t want GI Joe managing a supply line, international troop deployment, and war strategy, I don’t want customer service driving marketing. While feedback can lead to innovation, overall I think the effect would be stymied, reactive products that don’t advance anywhere nearly as quickly as they currently do.”