Mike Stopforth

I just don’t get it. I don’t get why companies (and in some cases individuals) are so dreadfully scared of customer feedback.

Let me give you some background… I’ve just posted about BMW’s Auto Africa blog, and Wezzo was first to comment, suggesting that BMW probably wasn’t expecting so much negative feedback (I agree there) and that they probably should’ve had a suggestion box on the stand at the expo instead. Nooooooooo!

Firstly, thanks for the comment Wezzo. Nice to know I have a celeb reading my lowly blog :). But here’s the thing - your comment reminded me of a meeting I had with the marketing director of arguably one of the world’s leading IT (and even pop culture) brands. I can’t divulge details except to say that it was not a banana.

Not Banana Man: Mike, we’re holding a big event to showcase products in the next week and inviting key customers each evening for previews - creatives, designers, CEO’s etc. We want to invite bloggers and podcasters one evening - what do you think?

Mike (me): Wow - great idea! You can have displays, toys to play with, stuff to do and invite the bloggers and podcasters to publish and broadcast from the event…

Not Banana Man: Yeah that’s the plan. Any suggestions?

Mike: Why not have a roundtable discussion with the guys to get feedback on product development, marketing strategy and stuff like that - these are some serious brand evangelists you’ll be inviting - they may have some really useful info for you…

Not Banana Man: Nope, can’t do that Mike.

Mike: Why?

Not Banana Man: Because they might say something bad - it might turn into a ‘bitch and moan’ session.

Mike: Ugh.

And this attitude is indicative of corporate South Africa’s perceptions of their markets. As corporates we say things like ‘How can we help you’ and ‘You’re somebody special’, but we’re dead scared of having a real conversation with even our most radical brand evangelists in case someone says something nasty.

WTF!?

Here’s a bombshell: THEY’RE SAYING IT ANYWAYS! In blogs, in podcasts, at sites like hellopeter.com, over dinner, next to the watercooler… it doesn’t matter where. People say bad things about brands ALL THE TIME. Think of the last time you complained about a brand, a restaurant, a service provider. Just yesterday I was telling my family I’ll never eat at Ciao Baby in East Gate ever again because of crap service. Another example - I nearly choked at the table sitting next to an executive of our favourite national telecoms provider the other day at a function when he uttered these words:

“I hate it when I get bad service”. I wanted to throw scrambled egg at him.

And yet, he’s not alone. Even inside our companies execs have twisted perceptions of how their own customers - their employees - perceive them and the company. I tell the story of visiting a top 4 consulting firm and hearing completely antithetical messages from different strata about how ‘everyone gets along’. ‘Everyone gets along’ my rosy red ass, says the tea lady…

This monologue-style push-marketing this-is-what-you-will-think-and-like-it approach to customer relationships is old. It’s the same reason today’s parents can’t connect with their teens. If you are a marketer or an exec or in an agency or a brand custodian - get to grips with the fact that the new customer is like a teenager. It needs very special attention, open conversation and plenty of patience, and even then it might not like you. But it’s smarter than you think it is and it will almost always give you dreadfully honest feedback. You won’t like it, but you’ll learn to think carefully about it and make strategic decisions from there.

Here’s another revelation: old people are retiring and some are dying. There’s less and less disposable income in Boomer pockets as it gets spent on exorbitant uni fees, retirement and all manner of other wordly pleasures. Today’s 25-35 year olds are your make-it-or-break-it audience in 5 years time. Do you know how to speak to them? Can you have a conversation with them? Can you invite them over for a cup of coffee and listen to their ideas?

Test it: try it once with a handful of customers in that age group. NO! not a focus group you idiot, you’ve done those and they’re old too. Not contrived, not staged, just a frikkin’ beer amongst adults. Ask meaningful questions. Invite hectic feedback.

Have a conversation.

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