Sheridan Orr

Posts Tagged ‘social media’

Customer Experience Lessons from the NBC Olympic #epicfail

In Brand, Customer Experience, Retail on July 30, 2012 at 2:17 pm

What retailers can learn from viewer frustration at NBC Olympic coverage.

I watched Bruce Jenner before he was a Kardashian.  I cried when Nadia Comaneci scored a perfect ten.  I ran the school track barefooted because Zola Budd rocked.  Therefore, I eagerly anticipate the Olympics.

With this joie to vivre, I opened a jar of hummus and a Pabst Blue Ribbon (I’m patriotic too) at 4:00 on Friday.  I anxiously scanned 2000 channels only to find that the opening ceremony was tape delayed.

Moreover, I was blocked from the BBC live coverage because of the agreement with NBC.  After consulting with my tech friends, I downloaded Tunnel Bear and tried to watch it that way to no avail.

My frustration at being blocked from live coverage was compounded by the fact that Twitter and other social media were buzzing with images and comments from the ceremony—a ceremony that I could not watch for another three hours.  I returned the hummus to the frig, but kept the PBR out to nurse the agony of defeat.

A New Hash Tag is Born

Once the broadcast started, my annoyance erupted to frustration.  The commercials were overwhelming, the commentary made even my 13-year-old son say “They really don’t know much do they, Mom?” and many poignant parts of the ceremony were edited out in favor of commercials and interviews.

Two hours into it, I gave up but not before seeing that I was not alone. Twitter was no longer buzzing.  It was flaming and the most popular hash tag was #NBCfail.

As a businessperson, I understand that NBC paid $1.2 Billion for the Olympic coverage and needed to recoup that investment.  However, the way they treated me as a customer, made me dislike the brand, abandon the coverage and lose my enthusiasm for the games.

Some of the problems that NBC had with the Olympic coverage are not unlike things that retailers do to annoy their customers.

Real Time in a Social Media World

For the past year, the 2012 Olympics have been touted as the “first social media games.” As such, NBC should have figured there was an expectation for real time data.  In a globally connected world, ‘now’ is the norm.

A delay of three hours feels like an eternity.   In that amount of time, the meme is old and something else is trending.  Because of this fast transmission of information, consumer patience is at an all-time low.

The competing demands of modern life make time a precious commodity.  If you don’t value your customer’s time, then they will go elsewhere.

Don’t Dumb it Down

Because of easy access to information, Gen Y might not be able to name all the state capitals.  Instead, they’ve become very adroit at looking things up.  Moreover, they are worldly and politically astute

Jokes about the names of countries or saying how Sudan has that genocide thing sorted do not endear you to customers no matter the generation.

This is especially true because there were many interesting things that could have been discussed.  For instance, the success of Tubular Bells actually launched Virgin Records.  Why did the commentators feel the need to focus on the vapid rather than the relevant and interesting?

Today’s consumer is sophisticate and craves information that is factual and in context.  If you try to be gimmicky you will alienate rather than endear your customers.

Over Restriction Causes Revolt

Because NBC blocked me from seeing content in other avenues, I went out of my way to circumvent them.  Moreover, I’ve only watched one bit of coverage since then—the women’s gymnastics.

If Nadia Comaneci was competing in this year’s Olympics, I’d surely have missed it because the camera was trained only on Americans.  Isn’t that the fun of the games?  To see the diversity?

Because I felt so restricted as a consumer and viewer, I opted out.  Instead, I get my coverage from other sources.  If you are too restrictive in policies, then your customers will seek ways to avoid engaging with you.

Quid Pro Quo

Part of the bargain of network television is that you get free content and they get to market to you.  Likewise, your customers know you need to make money in order to remain open to serve them.  However, they expect things to be reciprocal and in balance.

Unfortunately, NBC quit respecting my time and interests by airing a commercial every five minutes and eliminating coverage—like the tribute to the London bombing victims in favor of Ryan Seacrest.

In addition, NBC did their advertisers a disservice.  I was so bombarded that 1. I can’t remember any specific advertisement and 2.  I was irritated with the abundance of commercials and that had a transitive effect on the brands presented.

When you lose sight of why your customer is there and instead focus on your own objectives, you risk alienating them.  Customers understand you need to make a profit.  However, you need to ensure that they never feel victimized as you do so.

More commercials than content made viewers abandon NBC coverage.

Summary

NBC had an opportunity to create energized customers for themselves and the brands they represent.  Instead, they spawned two popular hash tags #NBCfail and #NBCsucks.   Some steps you can take to ensure that you don’t end up as the unpopular meme of the day are:

–       Ensure that you respect your customers’ time and provide them with the data they need when they need it.

–       Realize the clock has sped up and that means customers expect things ‘now’. Design your systems and processes with that in mind.

–       Recognize that today’s customer is sophisticated and resourceful.  Talk to them in a language that acknowledges this.  Yes, they want information in bite-sized morsels, but they don’t want it to be without substance.  The cardinal rule is to be authentic and useful.

–       Consider whether or not your policies and procedures are highly restrictive and designed without mutual benefit in mind.  If they are, you force your customers to go elsewhere.

–       Remember customers understand you need to make a profit.  However, they want to feel like they received value.

Think of social media as an opportunity get real time feed back.  If you listen and adapt then you will continually improve the customer experience. Hopefully, NBC will rectify some of their challenges before Rio in 2016.

The Curious Incident of Employees, Social Media and a Brand

In Brand, Customer Experience, Retail on July 18, 2012 at 5:44 pm

Burger King was thrust into crisis mode when a photo of an employee abusing the lettuce went viral

How can three employees, a smart phone and a social website throw a major company into crisis mode? You might want to ask Bryson Thornton, director of global communications for Burger King that question.

Thorton and his team have been doing damage control since a picture of an employee standing in lettuce went viral.  The caption read,  “This is the lettuce you eat at Burger King.”

The photo was originally posted on the site 4Chan, which allows users to post and comment anonymously.  The image outraged enough people on 4Chan that they used the photo’s geotagging to identify the store as the Mayfield Heights, Ohio location.

Soon social media was flooded with comments and shares and the franchise with calls from angry customers and inquiring media. By the time Burger King communications could spring into action, the picture had gone viral and global news outlets were covering the story.

Rogue Brand Impressions

Brand strategists frequently define a brand as the emotional connection you create with your customer and the space that you occupy in their minds.  It is impossible to think of how a picture of an employee standing in food about to be served to customers can create anything other than disgust. Therefore, the Burger King brand and the emotions created by this image are forever linked in consumers’ minds.

Once the photo spread and Burger King corporate became aware of it, they immediately issued a statement, which said:

Burger King Corp. has recently been made aware of a photo that shows a Burger King restaurant employee violating the company’s stringent food handling procedures. Food safety is a top priority at all Burger King restaurants and the company maintains a zero-tolerance policy against any violations such as the one in question.

While the statement is well worded, timely and reaffirms Burger King policy on food safety, it cannot erase the image from dinner’s minds.

Brand, culture and employees

The modern reality is that people share even the most intimate details of their lives.  Things that weren’t said aloud 20 years ago are conversation starters on social media today.

A workplace prank can suddenly become a public relations nightmare.  All it took to spawn the Burger King crisis was a simple image shared on one site.

While significant damage can be done to a brand through social media, there is no getting this genie back into the bottle.  It has become the way in which Millennials or Gen Y prefer to communicate.  In fact, many manage their lives though social media.

Progresses companies like T.G.I. Friday’s have recognized that employees will share. Instead of trying to quash this with Draconian policies, they have embraced it and provided a positive, sanctioned outlet for dialogue and expression.

Fridoids is a site where Friday’s employees can share stories about celebrities  who visit their locations, tips for customer service and fun pictures that exemplify the culture.  Moreover, the policy around this site is simply “don’t do evil.”  Employees self-police and share in a way that embodies the Friday’s culture and brand.

The reality is that companies can’t silence employees.  Instead, they need to provide positive outlets buttressed by a well-defined social media policy.

This may not stop rogue employees.  However, many companies, like T.G.I. Friday’s, are recognizing that building a positive culture of engaged employees who self-police is the way forward in a social sharing world. You can bet your Whopper that Burger King will be considering how they could have avoided this incident.

 

Meet Your New Gift Registry: Pintrest

In Customer Experience, Retail, Self-Service on July 11, 2012 at 10:21 am

Pintrest makes an excellent gift registry for all occasions.

I’m planning a party for my younger sister.  Usually, I flip through magazines or ask friends for ideas.  However, this time I went straight to Pintrest.

As I feverishly pinned for the party, I found so many cute things that I started an alternate board to collect things I wanted.  It isn’t that I’m super creative.  It was that almost every other person had a “Want it” or “Love it” board and I hate to be left out.

After I finished collecting ideas for my sister’s party, I went through the “Want It” boards of my friends.  I honestly felt like I had tapped into some sort of arcane knowledge about people I had known for years.

I now know Marnie’s favorite wine, Elizabeth’s preferred towels and geek gadgets that Eric covets.  No longer will I be anxious over what to take to a dinner party, house warming, or birthday bash.

Instead, I can go straight to my friend’s boards and see what they like.  In fact, I was so enamored with this discovery that I drag my husband away from the Cubs game to show him the “Want it” boards including mine.  We laughed about some of the bad gifts we’ve given each other and shared  a collective sigh of relief.

The Retailers Dilemma

While this is great for gift purchasers, retailers are left questioning how to capitalize on this trend.  No longer is it enough to just hand people a scanner and set them loose in the store.  Moreover, as your customers pin items to their boards, there is no guarantee their friends are going to know where it came from or buy it from you.

Traditionally, the gift registry was for weddings, babies and housewarmings.  Now people celebrate many and varied occasions.

Let’s faces it, you’d feel (and look) like a moron going to register for your Cinco de Mayo party.  However, now I know exactly what to get Margaret when she invites the entire family over to celebrate with her famous enchiladas.   What I don’t know is where to get those cute margarita glasses from her “Love it” board.

So how does a retailer capitalize on this trend?

Make sure that content you share has excellent photography and displays your brand in a subtle way.  Big ‘in your face’ branding typically doesn’t get shared as frequently.  However, by putting a subtle logo or link to the website in the coner you make it easier for the gift giver to say “ Anne wants this bread maker and I see you can get it at Buns in the Oven.”

Show products in creative ways especially if they are items that people can get anywhere.  One of the was to ensure that your branded picture is the one that gets pinned is by making it aesthetically interesting.

Share content frequently but don’t be seen as screaming like you are in the markets of Marrakesh.  Instead, have a conversation about trends or ideas.  Also use topics that are timely and relevant like  “Here’s how to beat the heat wave” and pin coolers, swimsuits, fans, etc.

Provide a tablet or kiosk in your store so that shoppers who are there looking for gifts for friends and family can find their boards on Pintrest.  It is hard to go through all of that content on a mobile phone.  This also helps bring the social experience into the bricks and mortar store.

Summary

Pintrest is an excellent tool for retailers to have conversations with customers.  It also makes it easier for friends and family find gifts for their loved ones that they actually want.  As a retailer, you need to ensure that your content and product pictures are interesting and sharable.   Also, don’t forget to brand every photo in a subtle way so that customers know where the items came from when perusing friend’s boards for gift ideas.

To Ignite Your Customers, Fire Up Your Employees

In Uncategorized on May 8, 2012 at 7:51 am

The connected customer can find anything they want. Your employees can differentiate the experience and your brand.

I’m one of those connected customers.  I scan QR codes.  I read product reviews.  I’m never without my phone and it is loaded and ready with Google Shopper, Red Laser and Barcode Hero.  I write reviews on Trip Advisor and Yelp!  I seek feedback about products  from my friends on Facebook and Twitter.

My son is an avid soccer player. He probably knows  as much about the merits of different products as most people who sell soccer products.  He’s a keeper and therefore his goalie gloves are superstitious item (I won’t even talk about his sock ritual!).  They have to be Reusche. Period.  If they are not, then his goalie mojo will evaporate.

In short, we are connected consumers who are crystal clear about what we want.

So why are we in the car on Saturday morning driving to a store 12 miles from our house when I could easily purchase what I want online?  One simple reason.  The employees at the Soccer Post.

If I’m being honest, I don’t usually like to talk to store clerks.  It’s not that I’m anti-social.  It is more that I really like to do things for myself.  I have all the information that I need at my fingertips.  What I want from them most times is to be courteous and let me settle my bill quickly.  So why is the Soccer Post different?  Because the employees are passionate.

It is clear they love what they are doing.  Their enthusiasm for the latest Joma shoe or ‘epic’ goalie jersey is contagious.  They know who has which patents on which type of finger saves in everyone of the goalie gloves they carry.  They truly understand the crazy sock ritual–something even I as the mother don’t get.

A CASE STUDY

 Much has been written about the loyalty and caliber of Chick-fil-A employees.  The turnover among Chick-fil-A operators is only  5% a year. Among hourly workers turnover is 60%, compared with 107% for the industry.  They don’t pay any more than other fast food chains.  They don’t have any greater benefits.  The career path and training at McDonald’s is far superior.  So why are Chick-fil-A employees so much better?  The answer is not merely that they have a religious foundation and they recruit and hire from church communities.  It is not that they are closed on Sunday.  It is more than that.  They hire employees who believe in what they stand for.

IGNITING YOUR EMPLOYEES

Retailers don’t need to shut down their stores on Sunday and stand outside of churches with job applications as their new HR strategy.  The Soccer Post in Raleigh has the same type of employees and they were recruited from the elite soccer players in the area.

So what is the formula for getting employees excited?

Clarify what you stand for

It does not have to be a religious principle, but it should be clear and something that is easily understood.  In truth, if your brand is well done it should be instantly obvious.  It doesn’t have to be a lofty goal that a future Miss American contest quotes.  It can be simple like the Soccer Post—performance soccer gear for all levels.

Hire only those who believe

Once you’ve articulated what you stand for you, only hire those who have similar values.  We’ve all made bad hires because we were time crunched, dying for an extra set of hands, afraid that the headcount would go away if we didn’t act quickly or various other rationalizations.  I have been guilty of it myself and have always ended up regretting it.

When I asked the owner of the Soccer Post how he recruited such good employees he said “I find those who love the sport and I figure I can teach them retail.”

How often have you looked at a job application and tossed it aside because they had no retail experience?  Or worse does your HR team do this and you have no idea?  If you are unsure, should call your recruiters right now and give them some additional screening criterion rather than ‘previous experience.’

When you make bad hires, you are not the only one suffering.  Your brand and your customer are the victims of these poor choices.  Wait until the right candidate comes along.  Recruit from communities where people with your beliefs congregate.  This is  much easier than ever before with social media.  Moreover, these communities are global.  Leverage Linked In, Facebook and Twitter to find people who match your philosophy and aspirations.

Create a Culture Around Your Beliefs

Let’s say you are a struggling consumer electronics retailer.  You spend a lot of time hyping new products to your customers.  Do you also do that for your employees?  They are the ones who are going to be helping customers select products.  Do your employees exude enthusiasm about the latest television or video game?  Do you celebrate successful product launches of what you are trying to focus on?

If you are a women’s apparel store, do you get your teams excited about the latest in fashion?  Do you send them Twitter updates about the trends live from the runways?  Why not?  If you’ve hired well, then these people will want to hear this type of information and will eagerly share it with your customers.  Think of it is quick, inexpensive employee training.

 Make the Tough Choices

I’m sure Chick-fil-A has heard the business case from every freshly-minted MBA on why they should open on Sunday.  However, Chick-fil-A is steadfast in remaining closed so that employees can attend church and be with their families.

If you clarify what you stand for and something comes along and opposes that, you have to be willing to say “No.”  For instance, lacrosse is becoming big where I live.  What would happen to the experience at The Soccer Post if they started carrying lacrosse gear?  I’m guessing they would have to hire lacrosse experts too.  So when I wanted to know the specs on the new Reusch gloves, I’d have a lacrosse player trying to help me?  Or perhaps they’d go back to the old reliable “Must have retail experience.”

SUMMARY

If you want your customers to be passionate about your brand and what you do, then your employees have to feel that enthusiasm as well.  In a connected world, customers can find lower prices, free shipping, etc.  Focus on things that can differentiate you and having great employees is one of the easiest ways.

Resources:

http://www.forbes.com/forbes/2007/0723/080.html

http://www.consumerpassion.com/consumer_passion/2007/12/the-chick-fil-a.html

http://www.truettcathy.com/pdfs/5%20Step%20Recipe%20for%20Success.pdf

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