Customers, Brats and Servitude
Written by Robert Bacal | 
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| The Never Ending Social Media Interview - About Customer Service and Social Media |
Q: I noticed that you had a brief conversation with @altmilan who suggested that people on both sides of the customer equation (employees/companies AND customers) sometimes confuse service with servitude. Can you expand on this a bit?
A: Actually, that was Milan's speculations and he asked it as a question. I don't know the answer. Certainly, customer service has become horribly unbalanced and at times unreasonable, where bratty behavior is rewarded by companies even if it's bad business. You have to wonder that we hold up Nordstroms as a shining example of customer service because, among other things, they have been known to accept returns of products they don't even sell!. I'm not sure what that means.
Q: Are you seeing an unbalance attitude often?
A: Yes to that in terms of discussions on social media platforms like Twitter. For example, I just saw the following from @marshacollier who has expressed a desire to "help" create better customer service. She said:
Great #custserv is not something you implement, it's who you are. Either you exist to serve or you don't.
Q: I'm sorry, what's your issue with that?
A: "...exist to serve?" You're kidding me. Next we're going to hear it is genetic to be good at customer service. Anyone who "exists to serve" needs serious therapy and a life, and anyone who even suggests that nonsense has no business holding forth on how to improve customer service. There's a real problem here. When you have people who want to be customer service gurus/trainers but only can come at the problem from the customer's perspective. Customer reps are human beings who do not exist for the purpose of serving other human beings. And, customer service is a business function and only can be understood by looking at it within a business context, and not an entitlement.
The reality is that we are not talking about human rights here. We are talking about business functions. Suggestions customer service reps have to "exist to serve" and it's "who they are" is simply the height of ignorance.
Q: It sounds like you believe that in this case along with @altmilan that there is a confusion of service with servitude?
A: Yes. It's the only explanation I can think of. We've all come across bratty customers who behave badly and expect completely unreasonable things and actually act like the service rep "exists to serve" him or her. To hear this from a radio personality and author is simply shocking.
Q: Is this part of the customer service imbalance you talk about?
A: Yes, but we'll have to get to that another time.
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Scoundrel
MicroThoughts
You can tell your "social media expert" is a scoundrel or utterly ignorant if they use the phrase "They just don't get social media". The truth is that the expert doesn't get social media, or how human beings work and is unable to come up with anything better to refute arguments or disagreements about social media.
Mashable no-no
In response to a Mashable article about how Starbucks supposedly used social media to bring one million people into their stores in a day:
This is just terrible "journalism". First, the giveaways brought the people in. Second, we have no idea how many people came for the freebies hearing on it from Twitter or not. Third, They could have pulled people into their stores with this promotion in any of a number of ways. This is not a social media success, anymore than having sandwich board guys outside of each store would constitute a success for loitering.
Learn From Competition?
Some believe you should monitor and emulate your competition on social media. Here's a thought:
If you look at your competitors, will you end up looking like your competitors? The ongoing issue in any marketing or even in developing a network is how to standout FROM the competition, and not to BE like the competition.
Social Media Frauds
You know someone isn't worth following if they retweet compliments given to them by others. They are either frauds who are better at self-promotion than they are in their alleged area of expertise, or they are so insecure that they have to -- just have to, make sure that everyone knows how wonderful other people think they are. Hint: Run away. These folks are like empty drums. Bang on the outside and you get a cool sound. Empty inside -- nothing to offer.
Immersion
You cannot fully understand social media solely by being immersed in it. In fact, one reason why there is so much bad information about social media is that most of it comes from immersed people. The full picture is only available to people who can DISTANCE themselves emotionally and intellectually and see social media from the outside -- as most human beings view it.
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