May 7, 2007

Note to self: don’t mistreat customers

Filed under: advertising, links, marketing — Simone @ 6:59 am

If you don’t want your customers to find out that you mistreat customers, then don’t mistreat customers (Dave Winer via The Social Customer).

I know it sounds really obvious but I guess it’s a big insight for people living in big companies that were successful last century (and quite possibly still are). Just in case it doesn’t sound so obvious to you, the reason is the 3rd rule of Hughtrain:

3. Your customers are becoming smarter about your market a lot faster than you are.

Thanks to the internet, your customers are able to talk to each other. They are able to find better information about your product than you are able of willing to give them, much quicker than you are capable of giving them. The conversation will happen with or without you, you’re better off joining in.

Well a reason could also be that you are just a nice guy but I know some people think it’s too naive.

Oh and speaking of Hughtrain, ladies and gentlemen, rule number 6 is very interesting as well (and to me it’s just a consequence of the above):

6. The future of advertising is internal.

The hardest part of a CEO’s job is sharing his enthusiasm with his colleagues, especially when a lot of them are making one-fiftieth of what he is. Selling the company to the general public is a piece of cake compared to selling it to the actual people who work for it.

Better keep that in mind.

By the way, sorry for unfrequent posting. As I said I’m very much in a “learning mode” these days, so my (little) spare time is more about reading/watching than writing.


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