First, he reminds us we’re in business “to sell products or offer services that people want at prices they are willing to pay.“
I disagree. Not that we don’t want to sell our products or services. of
course we do. But that’s not why we’re in business. We’re in business
to help our customers accomplish something. We do that, in part, by
selling a product or service.
You might say this is assumed and therefore doesn’t need to be
mentioned. Again, I would differ. It’s a matter of focus. If you
focus on selling something your actions will reflect that. Everything
you do will be directed toward pushing product. But if your focus is
on helping, your actions will be different. More importantly so will
your customer’s experience.
Different purpose drives different actions which create a different experience.
The proof of this is in the lousy service most of us get when we are
customers. Companies that focus on selling us things will make that
their priority, not customer service or customer experience. Those that
focus on helping will make service and experience a higher priority.
The difference will show up in every customer interaction.
Second, Steve suggests we shouldn’t want our customers too engaged
in our businesses. Agreed, I’m not going to cook dinner for them and
wash their clothes. But, in most cases, increasing customer engagement
is a good thing. It can bring you volumes of real-time information
about what your customers want and how to give it to them. Done right,
customer engagement is priceless. It can increase loyalty, revenue and
Sure, customer engagement can be taken too far and it can be misused, just like any idea. Then it becomes wasteful.
This is where Steve and I agree. His comments on Twitter are on
target too. It’s a cool new technology. Fun to explore and talk about.
But before you dump a lot of time into it, make sure you’re taking care
of more important things first. As Steve advises…
“Embrace technology sure, but keep your eye on the ball.”
So if you want to use Twitter for your business, take time to learn
about it first. Dip your toe in the water. Take it for a spin around
the block once or twice. If you think it could be useful for your
business, read a book
or two to see how other business people are using it. Then jump in the
Twitter pool knowing how you’ll use it and what its capabilities are.