Principles

Over the years of working with a wide range of organizations from local non-profits to Fortune 100, we have developed a set of principles that drive what we call the Social Media Customer Experience.  These principles relate to any customer interation, but are especially relevant to those in the digital world.  Some are more internal to the organization, other more external to the customer interface.

FOCUS

1. THINK LIKE THE CUSTOMER 
Yeah, it’s trite, but so many don’t get it, so let us say it again: Do not forget why you are in business-it is for your customers. If you don’t have them, you are finished. Period.

2. LIVE THE EXPERIENCE 
If you don’t live the experience exactly like your customer, you will never get it.  If the general eats well while his soldiers starve, he will never understand how hard or how long they can fight.

3. SIMPLE IS ALWAYS BETTER  
Life is hard enough.  People don’t want it to be hard to buy your product.  They don’t want it to take forever to donate to your organization.  They want what they want-delivered as easily as possible.

 

PERSONALITY

1. BE HUMAN
We all are, so get over and act like a real person. If you don’t, you will end up sounding like an ass and be banished to Digital Siberia..

2. BE HONEST
Listening, really listening, to your customers is gonna hurt sometimes.  So be prepared to hear that you suck.  Then be prepared to do something about it.  Tell the truth the whole way.  If you don’t, people will know and you will be back at Number 1.

3. GIVE A SH*T
If you don’t care, your customers won’t either. If your employees don’t care, your customers won’t either. If you don’t have customers, see Number 1.

4. SHARE (without expectation of getting something back).
If you don’t share your thoughts, insights, information and other digital toys, the other kids (customers) won’t want to play with you. If they don’t, see Number 1.

5. THINK FOR YOURSELF
It’s ok to learn from others. In fact that is how we learn.  But, take what you learn, apply it to your own situation and run YOUR business.  Just because Dell and Pepsi do it doesn’t mean it’s right for you.

 

PROGRESS

1. EMBRACE AMBIGUITY
The Internet as we know it has been around for 15+ years.  Social Media has been around for just a few years.  Thus, we are still on the western edge of the digital frontier. So, it doesn’t fit into a nice neat box–Embrace that, it equals opportunity.

2. EMBRACE OTHERS
There are a heck of a lot of really smart, really nice, really interesting people in this space. If they help you, thank them. If you use an idea of theirs, acknowledge them. If they do something great, congratulate them.

3. STAY CURIOUS
Curiosity may have killed the cat, but lack of curiosity killed the company. If you don’t know something (like how your customers really feel), find out. If it doesn’t exist make it. Losing your curiosity will return you to Number 1.

4. FREAKING GO FOR IT! 
Look, life is short. Take some risks. Embrace the Digital Customer Experience.  Embrace Social Media. Change your company. Heck, change your industry. It’s all there for the taking, so take it.