NSFW: Cherchez la fame – or why the media’s obsession with Twitter campaigns will make customer service smell French
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by Paul Carr on Feb 28, 2010
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Time was, companies knew how to keep track of their important customers.
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Two years ago, none of this would have been news. A cult film maker was kicked off a flight? So? What was he going to do? Make a film called ‘Jay and Silent Bob hate Southwest airlines’? (Admittedly that would still have been better than Jersey Girl). An entrepreneur’s got quietly kicked out of a members’ club to make way for more profitable clients? Tough shit: that one’s not even newsworthy enough for the most desperate trade magazine. A little known designer gets ripped off by a gigantic retail chain? Boo hoo. Tell it to someone who cares. Without a major celebrity angle, there was little to no chance of the media picking up a run-of-the-mill intellectual property complaint and forcing the company into action.
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Really there’s only one answer – and it’s one that strikes at the very heart of the established hierarchy of customer importance. Companies are going to have to start treating every single customer like a VIP. Actually, no, it’s worse than that – consider the Hidden Eloise example; she wasn’t a customer, but just a humble designer. Companies are going to have to start treating every single person in the world like a VIP.
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Twitter will burn more and more organizations that are inconsiderate, fraudulent, or deceptive.
I love the strategy: form up your ‘David vs Goliath’ story and get people tweeting and retweeting about it.
Then, watch the “blood”!
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