As I write this today a discussion has begun in the twitterverse about who “owns” the conversation between the organization and the customer.
I’d just like to scream, “STOP!” at the top of my lungs.
- Customers don’t care. In fact, many would be insulted if the answer was, “the company owns the conversation.”
- “Owning the conversation” sounds so 20th century. This harkens back to 20th century public relations when the Marcom Department “owned” the conversation. But that conversation was primairly one way. Not two way as we have now in many channels.
- But the real reason is, time spent debating on who owns the conversation takes away from the more important discussion of identifying how we can improve the conversation with the customer so that we’re more agile in meeting his or her needs and building customer loyalty.
I hereby propose that we drop the word “own,” when used in this context. You can:
- start a conversation
- initiate a conversation
- hold a conversation
- engage a customer in a conversation
- end a conversation
But really, who cares who owns the conversation? Focus on the quality and content of the conversation itself, not on whether the customer or the organization owns it.
You can converse with me on Twitter. I’m txglennross