I’m a huge fan of the deceptively simple book “Raving Fans: A Revolutionary Approach to Customer Service” by Ken Blanchard and Sheldon Bowles, which first came out in 1993. Although this book was written before the days of social media, the book is as relevant now as it was in 1993.
In fact, the book may be even more relevant today as a blueprint for how social media can be used to deliver exceptional customer service and create raving fans.
For a client or customer, no part of a business interaction is small (some parts are just more important than others).
Companies know that doing things right doesn’t necessarily make them stand out from the competition. But companies may also know that how they correct a mistake can tank a business relationship or make the customer/client sing the business’ praise all over the Internet.
Companies frequently ask what is the ROI on investing in social media – in having a staff person or persons monitor online mentions of a company and respond in a timely and appropriate manner?
I think the question needs to be revised: What is the harm to a company’s reputation if social media is NOT invested in?
Can a company that has spent millions on advertising over the last several years really afford NOT to be participating on social media sites where people are discussing the company – whether or not the company is listening?
I think not.
And if your company is going to be listening, wouldn’t it be a good ROI to use the listening and subsequent online interacting as a way to create raving fans?
If your company wants to start embracing social media to create raving fans, Miller Mosaic Power Marketing can help you do this. Email me at marketing@millermosaicllc.com for more information.
© 2010 Miller Mosaic, LLC
Phyllis Zimbler Miller (@ZimblerMiller on Twitter) has an M.B.A. from The Wharton School and is a co-founder of the social media marketing company Miller Mosaic Power Marketing.
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{ 2 comments… read them below or add one }
I like what you’ve said about what the damage would be to a company that is not investing in social strategies. The truth is, I don’t think any of us know yet. What is the ROI of a social strategy gone wrong? Is it better to do nothing than to do it poorly? What if you social strategy ends up being a customer care channel and not a marketing channel and it messes with your internal budgeting. It’s a big can of worms.
If you find a study that questions whether or not a company is perceived better or worse by using social media (not how much it cost), then you’re on to something….
Samantha –
I like what you say about considering whether “a company is perceived better or worse by using social media (not how much it cost), then you’re on to something …”
I’ve just written a blog post about the question of quantifying social media, which in part speaks to this question. Read the post here — http://budurl.com/quantifysocialmedia