Two years ago at an industry event, an executive from a major airline told me frankly the company would NEVER go live on a platform like Twitter. “It’s Pandora’s Box” the executive exclaimed as we sipped glasses of wine, “There’s no way we’d be on Twitter.” I felt my eyes widen as I responded:
I understand your concerns, and here’s the problem with this thinking: “Pandora’s Box” is already OPEN! Conversations about your brand are happening, right now, without you on the social grid. You can stick your head in the sand like an ostrich, but will only be a matter of time before the audience will demand your response. Wouldn’t it be better to enter the discussion proactively? Will it take a crisis to drag you into the conversation? Can’t you see that these tools, like the Internet – have the potential to strategically extend your business – specifically in the area of Customer Service?
While my thoughts admittedly made a dent in this executive’s conscience – they didn’t make a dent in the company’s approach. Sadly, within a year, United Airlines was dragged into the open – totally unprepared – as Dave Carroll’s song, “United Breaks Guitars” became an overnight, viral phenomenon.
Prior to the summer of 1999, few people knew who Dave Carroll was. United Airlines did, but they didn’t seem to care – even though he’d been working to gain resolution on a customer service issue with United for almost a year. Dave had a band with a small following. He didn’t have a Top Marketing Blog listed in Ad Age’s Power 150. He didn’t boast more than 5,000+ Twitter followers or a kick butt Facebook Fan Page. In short, by current standards, Dave Carroll wasn’t an “influencer.”
United didn’t flinch when he warned them that, if he could not get satisfactory response, he would write a series of songs about United’s poor service and post them on You Tube for open consumption, votes and ratings. Perhaps United believe him. Perhaps they didn’t care because they were locked in the world of policy and procedure. Perhaps someone just decided that Dave Carroll didn’t really matter.
But boy, did he turn out to be influential.
It’s been a year and I’m resurrecting an old story by Internet standards. However, I’m doing so because I think Dave’s story illustrates some points about “influence” that many of the pundits in social media don’t seem to actively consider; primarily the fact that, in the present economy – and with a totally unstable level of predictability — almost anyone can become an influential force overnight. Dave Carroll was an ordinary guy with a simple recipe:
- A good story, artfully told
- A clear plight or frustration that resonated with others
- Access to / proficiency with You Tube and other social tools
- Creativity and personality
- Some good friends
- A little dumb luck
So if we know this, why don’t we treat people better?
Today, I leave you with this thought, but I’m following up with another “People Matter” post. Until then, consider Dave’s lesser known “Video 3” from the United Trilogy. For those of you who suffer from short attention spans, my favorite part of this video occurs at (:50 – 2:10 minutes) where he makes some good points about customer service:
Companies: How does your company treat people like they matter? How do you use market segment, CLV, influence measures to enhance the service or experience you provide?
Consumers: How do the brands you support make you feel valued and respected? How much of this is “going beyond the call of duty” vs. “providing a base level of good service”?
All: This “broke” Dave Carroll’s career. So, what do you think of his (relatively) new, non-musical, customer experience venture “The Right Side of Right?” Check it out and weigh in!
