TODAY, MORE
THAN EVER,
PEOPLE WANT
TO KNOW THAT
THE BRANDS THEY’RE
INVESTING IN SHARE
SIMILAR VALUES AND
VIEWPOINTS AS THEIR
OWN.”
— MAGGIE MALEK, CEO, MMI AGENCY
Taste Test 2021 milkshake 9
engaging, interesting, amusing, empathetic
and helpful. Things to avoid include being
overly pushy, bullying, talking over people,
insincerity and laziness. If you want to slide
this back into marketing speak—in terms of
communities—communication touchpoints
are more than just transactional moments;
they are critical interactions within the
customer journey that help define key
moments in the process.
“Those moments are inflection points at
which communities and customers decide
who they buy, use, subscribe to, promote,
and who they are loyal to,” Hubble says.
“Communications made in bad taste,
at others expense, that use outdated
stereotypes that result in cancel culture are
no different than taking someone off your
Christmas card list because you don’t want
them in your community anymore.”
The list of brands littering the battlefield
of communications gone wrong include
some pretty prominent names: Borders
(we do what we’ve always done), Theranos
(secretive and disingenuous), Blockbuster
(didn’t keep up with technology),
and New Coke (we know better than
you) all highlight what happens when
communications are a one way street and
don’t build empathy or understanding of
the market.
“Customers have high expectations of
the companies they choose to patronize,”
Hubble says. “And even one instance of
missed expectations can make customers
change providers for what they perceive
to be a better opportunity. Naturally, it is
therefore extremely important to actively
listen to customers and analyze their
feedback. But just like all conversations,
listening isn’t just hearing about their
problems. Listening is about connecting
with them. It involves paying close attention
to their needs and understanding how you
can help them achieve their goals.”
5 WAYS TO KEEP THE
CONVERSATION GOING
1. LET THE CUSTOMER SPEAK
You can’t listen to another person if
you’re talking. Customers cannot speak
with you unless you provide them the
platforms to do so.
2. EMPATHIZE
Use consumer speak, not jargon. Hold
your customer’s hand. Every question is
significant, so value each one equally.
3. ENGAGE WITH CUSTOMERS ON
THEIR PREFERRED CHANNELS
The goal is to make people comfortable
with your brand or business, so start by
making them comfortable with where
they chat.
4. FOCUS ON THE CUSTOMER
There is the problem and your brand’s
solution. Nobody likes to hear, “I told you
so,” especially your customers.
5. BE RESPONSIVE
Ensure your consumer knows they are
being heard.
SOUCE: MMI AGENCY & BASTION DB5