Posts Tagged Brian Solis

What’s your customer service strategy?

Posted by on Wednesday, 20 August, 2014

Brian Solis - Customer ServiceWhen I started my first customer service job in 1994 it was easy. If a customer had a complaint they called or dropped by. Occasionally they wrote a letter. Sure the grumpy ones told their friends over the garden fence, but that was just the neighbor.

That was 1994. Now it’s 2014.

Brian Solis recently said that an unhappy customer tells 20 people. A happy customer will tell only one. I recall hearing similar numbers back in 1994.

But in 1994 telling 20 people about a poor customer service experience wasn’t a crisis. Social media has given a new customer service tool. It has also given customers a new, public voice.

Let’s look back at the 20 people who hear about the poor experience. Imagine if one of those tellings was a facebook post. The average facebook user has 338 friends, which instantly turns that 20 into 357. Add in a Twitter account and it’s 576. That’s a lot different than a gossip session over the fence.

What can you do about it?

If you’re already listening to your customers (including on social media) and offering great customer service to minimize any poor experiences, give yourself a pat on the back. Well done.

If you’re not there yet, it’s not too late. Look at your policies and your team. Is that how you’d want to be treated? Yes, it will mean some changes and probably cost you some money, but can you afford to lose 20 customers for each poor experience? To quote Brian Solis (again), “Customers have to be asked and rewarded. It’s something new. It’s proactive customer service.” This is from a social customer service video series that he’s doing with Hootsuite. There’s also his book, [What's the Future] of Business?

And you can always email or Tweet me.

Book Review: What’s the Future of Business by Brian Solis

Posted by on Wednesday, 12 June, 2013

wtf-brian-solisOn Saturday I heard Justin Briggs explain how to set up WordPress for SEO.

During his presentation I was getting more and more agitated. I was convinced he was wrong and that his techniques won’t work.

I was right and I was wrong. Yes, his check list of things to do will get your site a certain level of visibility. Applying Justin’s tactics along with the tactics in What’s the Future of Business: Changing the Way Businesses Create Experiences by Brian Solis will get you even more visibility. Justin’s presentation leaves out the people aspect of SEO: write posts people want to read.

In this book, Brian changes things up from his previous publications. I love it. The most obvious change is the coffee table book style. It’s a hard-cover, 12″ x 12″, and full of bright colors and scream-out quotes. I was stopping all the way through to take photos of the quotes. Yes, the featured image is one of those.

Aesthetics aside, Brian’s focus in this book is on how to create amazing customer experiences. He introduces the concept of Generation C (the generation of customers), and What’s the Future of Business takes you through the Moments of Truth needed to turn a fan into a customer and get them to buy again. Differently than other business books, Brian quotes a Google publication that the first moment of truth is actually as early as when the customer first identified a problem to be solved.

He includes lots of models and case studies and research that’s useful and engaging. If professors can move passed the need to select expensive heavy tomes, this would make a very effective text book. Weirdly enough, I finished reading and couldn’t recall any case studies at all. I don’t think it’s a fault of the writing; there’s just so much packed in and I read it over a few weeks.

So, yes, [WTF] is very different than his outline of social media tools in Engage!, and all the better for it. If you’re in business but don’t have a marketing theory background, this will help. Even if you do, grab this, you’ll LOVE the models. I know I did.