Paying Attention to Consumers Is Easier Than Ever

 

Are Companies Doing It Right?

Social media makes it easier than ever to create real communication between companies and clients. Consumers have a direct, and public, way to communicate with companies. Companies have an easier way to communicate directly with consumers. All of this requires new methods of listening and communicating. More individuals on both sides can speak for large groups of people.

 

Before social media there were advertisements, direct marketing, focus groups, surveys, and mailers. It was mostly broadcast. The other communication methods were private. The only real listening came from people that had the time to go to a focus group or take a survey. Complaints, or praise, were made via phone service or word of mouth. Neither led to a great deal of listening. Phone complaints or praise were still private and up to internal methods to be distributed.

 

Social media has changed the game. Public posts mean more than one set of eyes. Multiple consumers, but also multiple company representatives can view and respond to comments. Companies also have to be aware that their competitors can also view the comments and will eagerly respond. There is also a longer timeline to online posts. Phone calls are immediate. If someone can help, then they may. Online posts survive. A company may not have an immediate response, but they may address the problem as soon as they can.

 

Consumers share a wide variety of comments with a wide variety of online platforms. Consumers may share a plethora of comments and reviews, from great to terrible. Sometimes clients just want to rant, sometimes they want solutions. Listening before jumping in may be the most important part of the response. Consumers can research companies, but the same is true in reverse. Some people just want to rant, there may be no solution. Sometimes everything is done correctly, and people are still unhappy. Trying to fix a problem that can’t be fixed is a fool’s errand. Sometimes clients complain because there is something that can be fixed. Maybe they like a product but have a way it can be improved. Maybe they like a product or service but would like it better if it was slightly altered. Actively listening and trying to understand what a client is actually complaining about or praising will start the conversation on the right foot.

 

I would start by listening. Do the appropriate research. Consumers research companies, why don’t companies research clients? Does this client do a lot of business with my firm? Who worked with this client? Were there requests reasonable? Does this client have a habit of leaving bad reviews for a lot of companies? Were they just shocked by the cost? Are they dealing with their own emergency? Are they disappointed because a lack of variety? Are they giving me suggestions? Do they need a response, or do I need to change something before responding?

 

Listening is the key to effective communication. Whether in person, on the phone, in a classroom, or on social media. Not every comment needs an immediate response. Not every comment can be ignored. Different people view different situations differently and that needs to be recognized. It never helps any company to be dragged into the mud. Understanding the methods and motivations of commenters is far more important than the comments themselves.