The WWW has been around for a while, and has grown to become our pillar of support of sorts. Our best friend (as corny as it may sound) to be precise. Its incredible how one can turn to the net to complain, to whine, to celebrate, to connect, to reach out and to make a difference. And, in return, the internet has shown its relentless support by listening. Sadly marketers haven't explored its potential, they haven't been able to put their finger on the thump that is getting stronger and louder.True the internet has propelled a whole lot of things, but it has also been a favourite medium for grouse. I did a rather juvenile search ‘hathway sucks’ (now that would clearly spell out my intentions). There were some 100 odd groups bitching about the service provider, while I was
contemplating which one to join I searched for many other such angst portals. There are like a zillion of ‘this is terrible’, ‘that is horrid’ websites. However, there is not a single platform trying to play aunt agony. There are too many conversations but no one listening.Today almost any service provider promises a great customer experience that is for keeps. I often wonder if ‘customer delight’ is their chosen pursuit or is it just a sexy term straight out of a management textbook. There is hardly any delight in dealing with the customer care officers, for starters they rarely ever get on the phone, which is extremely frustrating (especially if you have to lend a ear to the tireless electronic voice). And when they do get on the phone they are rude and insensitive.
Blogs, social media and communities are mushrooming all over the internet and consumers are splashing the pages with their angst. It has become critical for corporates to hear what is being said about them more than just pretty PR articles. I chanced upon a BusinessWeek article that made me write this blog and conduct many childish searches. A brand like DELL truly found itself by listening to blogs. The ROI of blogs and social media has been proved without a doubt, atleast in my head. All corporates need to do is put a little money and ear on the thump to plug the hole.
