Tom Feltenstein

Twitter, Facebook, Instant Messaging, Podcasts, and a host of other social media has infiltrated society.  People perceive that the Internet has taken over marketing and advertising, when in fact this is not the full picture. More traditional means of media such as magazines are holding their own against the wireless warrior. During Google’s 12 year reign, for instance, magazine readership has actually risen 11 percent due to online versions. Social media proves once again that there is enough room for all forms of advertising and marketing mediums.  Just as movies didn’t eliminate radio and TV didn’t oust movies, social media isn’t going to kill other forms of advertising and marketing.

You cannot assume that customers are going to behave a certain manner nor can you assume you know exactly what they want, because invariably you will be wrong. Before you jump on the social media bandwagon and eliminate other marketing efforts, take a moment and think about your customers. What is their average age? What are their interests? And which social media platform – out of the hundreds – might be best for your audience? If your target audience is over 45, they might not care as much about some social media platforms as a younger group of customers would. Research shows that people between the ages of 35-44 are more likely to use Linkedin, Digg, or Twitter than they are to use Facebook.

Lastly, I’d like to give a word of caution about starting new marketing mediums. Don’t assume because something is all the rage on TV or on the news that it directly applies in the exact same way to your market or business. This perception can cost you big bucks. To determine the best method of reaching your customers you need to research your advertising and marketing strategies and evaluate what works and what doesn’t. Ask your customers for feedback and responses. I’d love to hear your thoughts on this topic.  What tactics do you use to reach your customers? Are you using social media for your business and if so, how?

Recently I had to call and make a payment over the phone. What should have been a quick, simple phone call required fifteen minutes. I had to press 1 for English, 3 to pay my bill, 8 for a person…and heaven forbid if I forgot to press #.  By the time the call ended I was ready to don a straight jacket and suck Jell-O through a straw. How can any company expect to retain customers when it is annoying them so much? I thought it can’t just be me; surely there are more people out there who despise automated calling systems. Apparently I’m not alone; check out this hilarious spoof on YouTube.

http://www.youtube.com/watch?v=FUM0KYQrmKM&feature=related

As I sat in the Emergency Room due to the carpal tunnel injury I suffered from pressing #,*, and every other combination of numbers, it again confirmed to me how important personal contact and quality customer service truly is. To quote Barbara Streisand, “People need people.” Bring back the human touch, please!

Most automated call systems originated out of the company’s need to cut costs.  However, it has grown into a convenient excuse for some companies not to offer actual service that is easy and efficient for customers. The frustration consumers experience as a result of automated menus reflects a broad and unsettling shift in the service industry mindset.  The core focus has shifted from being customer-centered – that is, striving to offer an extraordinary customer experience – to being self-centered.  In this new reality, the company chooses to save costs rather than explore more efficient methods of operating and delivering customer needs, and as a result the customer experience is marginalized.

Where does your company fit in this new paradigm?  When you make choices, do you think of the impact upon your customers first?  We all know that without customers our phones don’t ring.  One encounter with a frustrating phone menu reminds us that we need to be constantly vigilant in serving our customers to engage customer loyalty.

I’d like to learn from you.  What are some of your most frustrating or most memorable encounters with automated call systems?