Given the current social climate of fake news, now synonymous with "alternative facts", it's no wonder that there's a buzz about the lack of TRUST in media and government and on social (ehem, Facebook). Of course, advertisers have been discussing this lack of TRUST well before November 8th, 2016 because, despite all the negative posts and press, people are still turning to and trusting in businesses. So, the pressure to continue building TRUST through each interaction is more critical now than ever - especially since this is not a national crisis - it's global.
Lets pump the breaks just a minute and talk about TRUST.
TRUST is the result of having an honest relationship over time. It can be built quickly, but once broken (and that can happen in a flash), might also take years to rebuild. So, when evaluating how to build upon trust between individuals and brands, we really need to focus on listening, learning and being honest.
LISTENING
Back in October 2016, I attended the Seattle Interactive Conference (SIC). As you can well imagine all the buzz and demos were focused on #AR, #VR, #chatbots and #marketingautomation. The most inspired (and most well-attended) talk I sat in on, however, wasn't focused on tech at all. It was given by one Mr. Warren Etheredge (@thewarrenreport) and was titled The Art of Listening.
During his talk, Warren didn't even click through typical PowerPoint slides, instead opting to bullet his points with a sharpie on the whiteboard behind him. And, he had the entire standing-room-only audience's full focus as he walked us through 4 Steps to Having the Conversation of our Dreams.
1. Get their attention 2. Maintain their focus 3. Win their trust 4. Earn their respect
He introduced the idea of starting conversations with unexpected questions. By approaching people in an unexpected way you're letting them know that this just might be a worthwhile conversation that leads some place interesting.
He spoke about keeping people engaged by staying engaged. Don't stick to a template or follow a script - it's unnatural, frustrating and even infuriating.
Keep your conversation authentic. By engaging in an open conversation people are more likely to share information they wouldn't otherwise. And, provide you with great insights that would otherwise be impossible to get.
Of course, steps 1-3 lead us back to the topic at hand: LISTENING. You need to be prepared to listen to what people are telling you, then act accordingly. That's the road to respect and one that will likely lead to success.
LEARNING
Handles, hashtags, and BIG bucket loads of data: LEARNING about your customer's interests and needs has never been easier. The digital landscape gives companies access to instantaneous feedback - that is, if they're listening, obvis.
Back in the mid-2000s the question being asked was, "What's our social strategy?". The question that should be asked today is, "What's our Customer Service strategy on social?" Why? According to J.D. Power, 67% of consumers have used a company’s social media channel for customer service. And nearly half of those people expect a response within the hour.
Remember our lessons about LISTENING: If you're going to be in the social space, it's vital you're THERE. Posting regularly to peak interest, staying engaged with others in the space, listening to their needs and responding accordingly.
Rather than go on and on about HOW, check out these "14 Amazing Social Media Customer Service" case studies. Good, simple solutions that will go a long way in winning trust and earning respect for your brand.
HONESTY (aka: Transparency)
Lets get real for just a minute. When we're talking honesty in advertising, lets look to a few naysayers first.
Some feel that people "want the illusion of honesty" rather than hearing it straight or that's it's necessary to "bend the truth to grab attention". That may be true for fluffy TV spots over dramatizing the effectiveness of a product or urgency-driven headlines on a direct mail piece touting a hot offer that isn't really ending soon, but that doesn't have to be the "way it is".
The best way to be honest is to use customer insights and pain points to offer a service that's actually worthwhile. One that addresses their needs, shows you've been listening and have actually done something about it! And, to the naysayers, I say, Transfarency.
Southwest Airlines took the transparency game to a whole new level back at the end of 2015. Their slogan "Low fares. Nothing to hide." was then (and continues to be) reinforced by their Transparency campaign. This overtly-named strategy provides a fee-free suite of services that are unmatched by the competition, and alleviates an entire checklist of customer complaints. They also manage to deliver these messages with personality - just check out their Fee or Fake game. I scored 100%, just sayin.
How well has it worked for them? Southwest has reported record profits over the past two years and is showing so much promise that even Warren Buffet (a man who once referred to the entire airline industry as a "death trap") is investing billions.
But, just for fun - & a shout out to the naysayers - check out these 40 Honest Advertising Slogans by graphic designer Clif Dickens. Hilarious!
Now. Lets wrap this up.
What we're all really trying to achieve is a long-term relationship. And, that means we need to focus on being interesting and interested. Start conversations with the goal of learning something new and be prepared to adjust your policies and processes when it makes sense. Above all be honest and just do the best you that you can do.
Hugs!