Please note: The following is James Whatley’s personal opinion and not necessarily those of his employer, Spinvox.
If you havenâ€™t read Ben Jenningsâ€™ excellent post on his view of how to deal with the iPhone debacle, then go and do that now.
This post is related.
…I’ll tell you.
It was with great interest that I read Benâ€™s three step proposal for dealing with said horrifying iPhone badness. All three steps were interesting but for me, it was step two that really made me sit up and pay attentionâ€¦
For those of you that missed yesterday’s piece â€“ hereâ€™s the part Iâ€™m referring to:
â€œStep 2: Hire an Evangelist.
This only needs to be one person. Heck, they could even be a student, as long as they have the right information. Maybe they could run the information page [in step 1] too. This personâ€™s role would be to engage with the customers on the O2 forums. Wouldnâ€™t it be fantastic if CPW had forums too? Are CPW even aware that they are being talked about on O2â€™s forums just because there is nowhere else for this conversation to take place? The evangelist would be an invaluable tool to act as a barometer of what are the specific hot issues. The evangelist would also make the customers feel like they were being listened to, rather than ignored. They could even Twitter updates to gain that Web 2.0 cool.â€
Why am I interested in this?
Well this actually makes up a part of what I do for SpinVox and, hand on heart, I honestly have NO IDEA why other companies/brands, big and small arenâ€™t following suit.
There really is NO EXCUSE for not at least listening to the web to find out what people are saying about you, your products, you level of customer service, your shops… Basically, if anyone out there is saying ANYTHING about you, you can bet your bottom dollar they’re saying it online.
“Well that’s lovely James, well done. But CPW is everso slightly different from SpinVox…” I hear you cry.
Yes… and no.
Admittedly, not every company is like SpinVox and I do not pretend for one second to have a single clue about the inner workings of Carphone Warehouse, however what I do have is a certain amount of knowledge about being a Product Evangelist.
And rule number one? LISTEN!
OK, so it would seem that someone out there at O2/CPW is obviously â€˜listeningâ€™ to the web, (or maybe just to Ewan), or else I doubt very much Dan Lane would have his iPhone activated right now, (which he does by the way â€“ in case you were worried).
But knowing how to engage with your community once the listening period has begun can be a fantastic way to circumnavigate these kinds of troubles and tribulations.
I cannot imagine for a second that someone, somewhere along the line at O2 and/or CPW didnâ€™t put their hand up in THAT meeting and say:
â€œErrâ€¦ But what if it all goes wrong?â€
What IF it all goes wrong? It DID all go wrong!
Fair enough, itâ€™s going to take some balls for someone to say:
â€œWell itâ€™s alright, weâ€™ve got an Evangelist, it’ll be fine!â€
But by having one as part of an over-arching customer service team (aligned with the PR and the Tech Teams) can and will make all the difference. Hell, why not make it part and parcel of the lead up to launch?
At least those savvy enough to know about said person/representative will know they have someone to turn to who isnâ€™t bound by a single â€˜Failed Security Checkâ€™ message.
Like Ben says, an evangelist can help the customers feel like they are being listened to rather than be ignored.
Having sales folk in-store? Standard.
What about on the end of your customer service line? Yep. Got that.
Ok, so how about ONLINE?
Having a reputation manager, product evangelist, community manager, customer champion, social media manager or just ANY kind of digital representative that can talk to your customers for you can and WILL make SO MUCH difference to your online reputation!
If CPW had their own forums then they couldâ€™ve redirected their complaints to the static info page that Ben laid out in Step 1, (see post referenced at the beginning of this one). If they had their own representatives on those forums then they could feed back live information.
Hell, it doesnâ€™t even to be their forums. They could trawl the o2 ones!
Also, being an evangelist isnâ€™t just about talking up your stuff all over the place (online and off), itâ€™s about being a trusted face and a trusted place. The first port of call not just should anything go wrong, but also for potential customers, partners or even just for those who are looking for information about you.
(A recent SV example from a day or so ago can be found here, on Twitter).
Sticking with the point – if the CPW website is broken? Get to X.
Oh, not happy with the CPW customer service? You should drop a note to X.
Having trouble with that thing you bought from CPW? You should follow X, (s)he’ll help.
These are all examples where an evangelist would help your brand reputation.
Something, ANYTHING to calm those folk down who think theyâ€™ve been misled, cheated, defrauded, messed around, screwed overâ€¦ (do I need to go on?) â€¦by CPW (and/or O2).
This isn’t rocket science folks and I am most certainly not revealing nuclear codes here -
A simple Google Alert will tell you whoâ€™s talking about you RIGHT NOW.
“It can’t be that simple James!” – No really.
It is THAT SIMPLE.
I just set one up for Carphone Warehouse, (set to ‘as-it-happens’) and within minutes I got a pingâ€¦
Familiar story huh?
Well how about hiring an evangelist to monitor this stuff?
To reach out to these disgruntled bloggers and say something like:
Look, we messed up. Big. We are REALLY sorry. In equal measure we also REALLY want you to get your iPhone. I honestly do not know when we will be shipping your iPhone 3G out to you, but if youâ€™d like to email me your details I will do my best to find out what the current state of play is regarding your account.
Reasonably simple; make it personal, reach out to your critics and let them know they are being heard.
Help them understand that you are here to help and yes, even humans mess up sometimes.
Fingers crossed, Tomâ€™s account details would be passed back, a rapport would build, information would be shared and the next thing you know you might even have a fan whoâ€™s happy to tell the world that actually, yeah CPW got it wrong.. but y’know what, they ARE trying to get things done.
CPW, if you’re listneing, engage your online community and ignore them at your peril.
And if you want to tack a bit of science on the end of that just to really hammer it home:
Recent studies show that the internet is the most influential medium when it comes to consumers purchasing decisions; twice as strong as that of Television and almost eight times the influence of traditional printed media.
Here endeth the lesson.