Let’s start in the middle of this story, which is to say the present. I just saw a wonderfully polite tweet from Nordstrom, who is both my favorite department store and the purveyor of one of my credit cards.

@bentannenbaum Sorry u were given incorrect info at first. That was r mistake & we appreciate u letting us know. It will help us get better.

So how did we get here?

Let me preface this story with some facts:

1. I have a Nordstrom Visa Credit Card. I signed up for this card because I shop often at Nordstrom. I have personally experienced their legendary tradition of customer service. It was this high level of service and satisfaction that promoted me to make the move to Nordstrom Visa. A credit card company providing that high a level of service? Sign me up.
2. I manage the social media properties for my company, MX Telecom. While I wouldn’t call myself a social media expert, I’ll simply say that I keep myself up to speed with what’s going on in the space, be it strategy, tools, etc. Let’s simply consider this an area in which I am knowledgeable.
3. In my first job out of college, I worked on the Customer Service Team for TheStreet.com. The biggest lesson I learned was that good customer service requires empathy. Every person calling has an issue unique to them. They may have seemed trivial or repetitive to me at times, but if I was going to be good at my job, I had to inject a minimun level of empathy into each call in order to leave the customer satisfied.
4. I believe that customer service is marketing. Tonight I actualized that belief.

The Incident

Last month, I found a fraudulent charge on my statement for my Nordstrom Visa (and the vendor just happened to be Nordstrom.com…). While I was very disconcerted at first, I called Nordstrom and the service rep was polite and knowledgeable. The charge was clearly fraudulent. She resolved the issue right then and there (10AM on a Saturday morning) and promptly sent me a new card. Great. Now this was done and I could move on with my life.

Well, not exactly. Being neurotic, I contacted each credit bureau and created an alert. In the interest of honesty, even though this was quickly resolved, I still felt rather victimized by the whole affair. This was a big deal and significantly impacted my life. This was no fault of Nordstrom, and if anything, their customer service made resolving the issue quite painless, or so I thought…

Leap ahead to this month. As I was reviewing my statement I see the removed charge. Perfect. Then below, I see the same amount was recharged, and the merchant… surprise, surprise; Nordstrom.com

I immediately called to see what this was all about. On this initial call, the representative told me it seemed there was a processing error. He couldn’t see why. I would need to talk to the fraud department, which was closed for the evening. I wasn’t able to get much more information, as each question was deflected back to the ‘closed’ fraud department. To this reps credit, he was at least very comprehensive with regards to taking my information and ensuring me someone would call me in the AM. Look, I get it buddy. You deal with these issues daily. This is standard procedure for you. Not so for the rest of us. When this happens its a big deal to me, even if you’ve taken 25 similar calls today.

Too bad. This is my life. This is something that could potentially affect my steller, superior credit rating.

I was left with many questions. What the hell is a processing error? Why would they repost a charge they themselves had already deemed fraudulent? I wanted resolution, but short of that I wanted answers and empathy.

I have a Twitter account and I was pissed off. And I was going to let Nordstrom know about it. I was dissatisfied with the initial answers I received. I found it suspicious that these charges were related to the Nordstrom e-commerce site. I questioned the logic of using a department store for a bank/credit card company.

I bitched. Loudly. Publicly. And you know what? I got a response.

So I DM them my number. But as far as I know, the fraud department is closed for the day so this isn’t getting resolved tonight.

An hour later I get a call from Avery at Nordstrom. She’d heard I’d been tweeting about how bad their service is and she wanted to help. I informed her that there was little she could do, as I was waiting until the fraud dept. opened up tomorrow.

Avery informed me she was a member of the fraud department and that they were open until 10:30PM (2 more hours from the time she called).

FAIL.

Okay, so the initial person lied to me? Was he misinformed? Did he just want to get the fuck off the phone? Seemed that way. Disconcerting. Unacceptable. This is not the Nordstrom I have come to love.

Avery was nice (but I got the feeling she was annoyed by my nasty tweets). She walked me through everything. Explained what happened, why it might have happened, and the steps that would need to be taken to resolve the issue. It should be resolved before the end of the week. Thanks Avery. If you’re out there, I really appreciated the call.

The Lessons

I’m not Kevin Smith. I only have 159 followers on Twitter. It took me 5 tweets over the course of 45 minutes to garner a response from the object of my rage.

Sure, the squeaky wheel gets the grease, but this incident leaves me with some serious misgivings. The biggest issue I have is with the misinformation. Why are you going to tell me the department I need to speak with is closed when they aren’t? Unacceptable.

Beyond that though, where’s the empathy? I see a fraudulent charge for $1000, and you know what? That’s a big deal. ID theft is a no joke. So when I see the same fraudulent charge seemingly reinstated on my statement with no explanation, it does not sit well.

Clearly, I wanted this resolved tonight, instantly. That can’t always happen. I understand. However, I believe that in cases where issues cannot be immediately resolved, its the company’s (i.e the rep on the phone’s) responsibility to comprehensively walk through what happened and why. If they don’t know, they need to get me on the phone with someone who does. They need to explain the specific steps that will be taken in order to achieve resolution (which is not the same thing as saying, “Someone will call you tomorrow.”), which Avery did on when she reached-out.

Finally, exhibit some empathy. You’re sorry? Thanks. Don’t tell me that “these things happen from time to time and all I need to do is simply call and let you know.” They may happen from time to time for you, but this is the first time something like this has happened to me in 27 years. Maybe I’m just lucky.

I want you to explain to me that Nordstroms takes these ‘processing issues’ seriously and will do everything possible to resolve this in a timely and satisfactory manner. Tell me that my business is important to you. Indulge me, or I’ll do business with someone else who will.

I’m sure there were a lot of variables that factored into my situation including time of call, office locations and other things. Maybe that initial rep was having an off day. But when you have an incident, especially one involving credit, none of that matters at the time – not to the person being affected. If you aren’t going to resolve my issue on that initial call, you better do your best to make sure I hang up satisfied with the proposed next steps.

On the flip-side, I’m still not Kevin Smith. I now have 160 followers on Twitter. Yet it only took me 5 tweets over the course of 45 minutes to garner a response from Nordstrom.

I think its outstanding that Nordstrom was able use social media to locate me and assist me in a timely manner (i.e. get me to shut up). I was so impressed that I let them know about it.

I think there’s a natural synergy between social media and customer service. I’m also a big believer in customer service being a catalyst for word-of-mouth marketing, so this little incident really hit home for me.

The fact that they were able to use Twitter to enhance customer service was admirable. So much so that I almost (ALMOST) felt bad about my initial tweet-rant.

I’m genuinely happy Nordstrom took the steps that they did to address my issue. I really hope they read this and give my observations some serious consideration. I’ve always been an advocate of Nordstrom (not quite an evangelist) and am usually proud when I present my Nordstrom Visa because I know it represents a tradition of superior customer service. The fact that they’re employing social media strategies to maintain that tradition in the face of a changing consumer landscape is all the better.

Still, here’s a fine line between rectifying instances of poor customer service and preventing them from ever occurring in the first place.

At this point there’s still a mixed taste in my mouth. Will I continue to shop there? Will I continue to use my Nordstrom Visa? We’ll see how this issue is ultimately resolved.

Expect an update.

This is going to be a short one, folks. LL Bean will soon be releasing their new signature line. Learn more about it here.

I can’t recall where, but a few months back I read that they’d be releasing a waxed canvas Bean Boot. Ever since, I’ve been annoying Laurie from L.L. Bean PR every now and then for details. An image has finally been released, and in GQ no less. Way to go, Laurie… and team

Amazing. OMFG. <Insert dramatic exclamatory emotion here>.

They hit the streets in March, at which point they will immediately find their way on to my feet. I encourage you all to check out the slide show on the Signature website. There’s a lot to look forward to.

Side note: I have this sneaking suspicion that these boots are going to look very similar to my waxed canvas Billykirk no. 166 bag. This picture doesn’t do it justice. Its the best bag I have ever owned. Apologies Chris and Kirk, I’ll get something less fuzzy up there soon.

Welcome to 2010, friends. I hope you enjoyed the holiday/new year season. One of my resolutions for this year is to place a greater, more regimented focus on expanding my knowledge. Read more. Take advantage of free classes. Attend more conferences and speaking engagements. Consume whatever knowledge is available for consumption.

Today I came across three (3) articles that piqued my interest, but alas, I did not have the time to read them. These three (3) tabs remained open all day; unloved and unread. I eventually left work and returned home (yes, occasionally I’m not working). I was finally glad to read these posts.

So glad that I’ll now share them with you.

Maybe You’re the Reason Your Job Is Boring – Susan Cramm – Harvard Business Review

Take heart that your organization can operate just fine (for a while) without you and it’s far better to fire yourself mentally today rather than wait for your organization to do so — for real.

Will the New Mobile Era Change the World for the Better? MIT Says “Yes” – Casey Kazan, Edited and Adapted from materials provided by David Chandler, MIT News Office, Daily Galaxy

With cellphones now in the hands of four billion people worldwide…we’re at the threshold of something important in history.

Social Media Has Changed Us – Mike Laurie – Mashable

Over the last 10 years, we’ve seen social media galvanize thousands over politics, create as many industries as it has destroyed, and offer an abundance of visual and audio entertainment. But has all this incredible change actually changed us, or just the world we live in?

The common thread in the final two (2) articles is the positive change brought about by technology. Is it fair to refer to both social media technology and mobile technology as “communication technology?” I think so, and thus I will. For all the potential negatives sometimes associated with communication technology, I am filled with unbridled enthusiasm for the coming decade and the developments I expect it to bring. These articles only serve to encourage that feeling.

And as for the first article, what can I say other than I read it at exactly the right time

I advise you to read each of these pieces in totality. Your life will be richer for having done so. I know mine is.

Walt Whitman is all over the place. Sort of. Hopefully these recent Levi’s ‘Go Forth’ commercials will spark some renewed interest from a new generation of Americans.

Walt Whitman Age 37

Anyway, I was in the park last week and I came across the following plaque on a bench:

"I swear I think there is nothing but immortality! Penny M. Azar 1950 -1993"

So what’s odd about this? Well the quote, “I swear I think there is nothing but immortality!” is from the Walt Whitman poem To think of Time. I suppose what’s odd is that I actually knew this upon seeing it.

So who is Penny M. Azar? A generous donor to our fair parks? A cursory internet search wasn’t much help.

Regardless, its nice to see Walt out in public. And while I’m not sure if I approve of Levi’s decision to exploit Whitman’s unique take on that which is America simply to capitalize on the current haute Americana trend, anything that introduces stoned couch-dwelling denizens and other uninitiated types to the quintessential American poet can’t be all bad.

Did you know:

Whitman’s vagabond lifestyle was adopted by the Beat movement and its leaders such as Allen Ginsberg and Jack Kerouac in the 1950s and 1960s as well as anti-war poets like Adrienne Rich and Gary Snyder.[145] Whitman also influenced Bram Stoker, author of Dracula, and was the model for the character of Dracula. Stoker said in his notes that Dracula represented the quintessential male which, to Stoker, was Whitman, with whom he corresponded until Whitman’s death.

Yesterday on my second day of vacation, I chose to again venture out into Central Park after Will recommended that I check out the Ramble.

Today was much colder, so I was sure to dress appropriately. When describing the weather, the one word that comes to mind is: blustery. I wore my LL Bean Irish Fisherman’s Sweater. Smart move. This thing is WARM (and stylish).

Despite the cold, I was confronted with a barrage of tourists. So many people, so many accents. They don’t so much walk through the park and slowly meander. Since I had a specific destination in mind, my gait was more purpose driven. I found myself weaving through the herds of tourists choking the park trails.

I very specifically recalled the scene Indiana Jones and the Last Crusade where Indy and Elsa are in Venice being chased by The Brotherhood. Not only did they need to escape this secret society, but to do so they had to avoid running into all those damn people (tourists). Random. So anyway, on to the Ramble.

According to the website:

One of the few spots in the city where visitors can get happily lost, the Ramble, at thirty-six acres, offers a variety of intimate scenic enclaves that include the Gill, a tiny stream the wanders through the area, and the Ramble Arch. Location: Mid-Park from 73rd to 79th Streets

I think I would have enjoyed it more if not for the blistering wind chill. Much like the Ravine, you begin to forget about the city surrounding the park. The urban landscape begins to fade away. I’ll have to revisit it post-winter.

Since I was already in the park, I decided to take a walk around the lake. Immense. I remember discussions about cutting the lake in half, creating two distinct lakes, from my days as an intern for the Capital Projects Division of the NYC Parks Department. NYC was still in the running for the 2012 Olympics at this time and this dual lakes concept was one of the developments proposed in order to better accommodate events requiring a lake (e.g. rowing).

Following the lake, I made my way over to Strawberry Fields and the iconic John Lennon Imagine memorial. Its smaller than one would expect after seeing pictures of it. Visitors pay the site a noticeable respect. Most are careful to keep a distance of at least a foot or more between them and the tiled monument. They seem fearful to step on it, much like one is careful not to walk over a grave site. Fitting, I suppose, based on its proximity to the scene of his tragic death.

Other General Observations:

Even though its winter, Parks Dept employees are all over the place. This reflects the monumental effort required to keep this great park functioning and looking pristine. I’m glad to see that, even in this economic climate, Parks and other green spaces still remain a priority in the city’s budget.

One of my favorite aspects of the Central Park is the lamp posts that dot the landscape. For whatever reason, they make me feel like I’m in a Dicken’s Novel (which differs from my usual delusion of being a character in a  Wes Anderson film)

Speaking of novels, I headed down to The Strand after leaving the park. I had never been there before. It was overwhelming to say the least, but I had a good time once I became acclimated. Miles of books. Truly, truly outrageous.

Below are some random pictures of my day, for your amusement.

Amazing. As sax player myself, I know how hard it is to play in the cold.

Standing at the western end of the park, looking across at east side skyline

It was recently brought to my attention that I resemble Bud Spencer. Who? exactly. So I looked him up and from what I now know; I can dig it. I’m Bud Spencer. Right on.

According to Wikipedia:

Bud Spencer (born Carlo Pedersoli on 31 October 1929) is an Italian actor, filmmaker, former swimmer (he was the first Italian to swim 100m in less than a minute). He is known for his height at 194 cm (6ft 4 1/2in) and his past roles in spaghetti westerns. Growing from a successful swimmer in his youth, he got a degree in law, and has registered several patents.

So I’m not close to 6′4 or a reasonably good swimmer. But something told me I was going to like this guy. Call it a gut feeling. Then I found it.

He changed his screen name in 1967 reportedly chosen to pay homage to Spencer Tracy as well as his favorite American beer, Budweiser.

I think we have a winner. Let’s look back at Mr. Spencer through the years. Shall we?

So what’s all the fuss about?

I’m not sure. I suppose you either see it or you don’t. Here’s to you, Bud

Today I visited a section of Central Park known as the Ravine. I was alerted to its existence a few days ago looking for things to do during my time off from work. Man-made waterfalls in Central Park. How could I not visit. The Park’s website explains:

Visitors will feel they have been transported to the Adirondacks. Under the forest canopy of the Ravine, the City’s skyline is nowhere to be seen and the continual din of traffic recedes against the rushing sound of a hidden waterfall and the chatter of birds.

The Ravine, the only stream valley in the Park, is part of the 90-acre woodland in the Upper Park called the North Woods. It is bounded to the north and south by two rustic arches — Huddlestone and Glen Span.

I anticipated it being colder than it actually was. I got all packed up and ready to go.

Noteable Gear

• Bean Boots
• Barbour Border Jacket
• Lumix DMC-FX30 (sans an extra battery)
• Breitling Colt Ocean Watch
  
• Wool Socks
  
• Moleskin Notebook
• iPhone
  

Today was the right day for this short trip. While it wasn’t warm out, it wasn’t the slightest bit cold. I probably didn’t need the wool socks and boots.

There was a slight wind, making conditions quite comfortable for exploration. I took the 6 train up to 96th and walked on over to the Park. When I entered Central Park I saw a Labrador Puppy Oreo, which is to say two black lab puppies flanking a golden lab puppy. His fur was almost white. Puppy Oreo.

I pulled out my camera to take a picture and… FUCK. The battery died before the I could even snap one. Breaking what I’d imagine is an important rule of photography logistics, I neglected to bring my backup battery. This was very annoying. How would I take pictures of the Ravine and its waterfalls? I had my iPhone, which would have to do. So I soldiered on.

I walked up through the North Meadow until I reached the North Woods. It was at this point I realized that, as far as i could recall, this was the first time I’d ever visited the park with an eco-natural loving intentions (i.e. not going to lay out in the sun on a summer weekend). This was a good feeling.

I came across a ‘waterfall’ that seemed to be runoff from a storm drain. I hope this wasn’t what I had been search for. I continued on.

Finally, I found the first waterfall. Awesome. It was small and not necessarily a marvel of the natural world, but to know that this existed here, in New York City, was a comforting feeling. Here is a  picture. The quality is mediocre at best due to the combination of my limited photographic abilities and having to use an iPhone.

From there I followed the stream to another waterfall, right past a small wooden bridge. Both were small, I enjoyed them. I continued to follow the stream to another overpass. Coming through the other side I was greeted by another falls. More (poor) pictures can be found below.

There were periods of time where I was all by myself. I would see no one else down in the Ravine area for five (5) minutes or more. You start to forget that you’re in a big city of millions of people, cars and skyscrapers. For a brief moment, you’re just alone in nature.

I’m aware of how cliche that sounds, but maybe that’s the point. For an area to exist to intensely different from the surrounding environment that it creates a universal experience of forgetting where you are. An experienced so shared that it becomes cliche. Either way, it was a nice feeling.

I ended up walking a solid distance today. I crossed the width of the park multiple times and ventured from 96th St. to as high as 106th and back again. Not exactly fighting for survival on the Rocky Mountains, but a nice urban hike nonetheless. I deem this first day a success and will keep you updated on my progress.

See this original post for an explanation of why I’m going on these daily adventures.

Can you even call it a bridge?

If you’ve made it this far, I’ll leave you with an interesting observation. For ever one (1) dog owner walking their dog I saw today, there were at least (2) dog walkers walking other people’s dogs. For ever one (1) parent pushing their child in a stroller I saw today, there were at least (2) nanny’s pushing other people’s children.

Are dogs and children so alike that we feel we can outsource care for each?

My vacation begins today. I am on holiday from work until December 28th. I will be in Manhattan through the 22nd.

What to do, what to do?

Perhaps I’ll embark upon an adventure. Explore some interesting places in New York. Indeed I will.

I’m looking forward to going to some outdoor, nature spots like the North End of Central Park or Wavehill up in the Bronx. I know what you’re thinking, “It’s cold dear Ben.” Fear not my friends, I am prepared.

Other trips might be to museums, restaurants and wherever else I’ve not yet been.

I’ll document via pictures and prose. This is going to be a good vacation.

So that’s where I’m at right now. On the brink something big. I hope.

There’s really no way to tell with these things. Will my enthusiasm wane before this great adventure plays out to completion? Will nature’s brutality limit by travels? No, I’d like to think not.

Two (2) things I love: good customer service and proper dry cleaning. When combined, it creates something so good that I just have to write about it.

One of the struggles I first encountered upon moving into a new apartment three (3) months ago was sourcing a proper dry cleaner. This might seem easy as I live directly above one, but my life is never easy. While convenient, this establishment opened at 8AM, closed at 6:30PM, and is open Saturdays until 1PM (except in August when they are closed Saturday).

These hours are not conducive to the habits of a hard working, well dressed man.

But it was so close (and thus so convenient).

So I tried to alter my schedule around theirs, leaving later in the morning. Since I usually arrive to work at least 20 minutes before most people generally hit the office, this wasn’t the biggest loss. Besides, I don’t think anyone minded me working later to maintain my stellar level of productivity

Then I started to really pay attention to quality (or lack thereof). A missing sock. A smudge mark on the collar on a shirt that hadn’t been there before (which they agreed to re-clean when I brought it to their attention). Constantly trying to pretend they knew me when I walked in, only to print out the wrong name on a ticket on an alarmingly regular basis.

Then came the incident.

I brought in a shirt with coffee stains on the pocket and sleeve (sigh, how embarrassing). This was a bespoke dress shirt and I was going to be sure they handled this properly. The encounter went something like this:

Ben: I want you to pay special attention to this shirt. It’s got stains here and here, can you get it out?

Old Lady (looking somewhere else): Sure, sure. No problem.

Ben: I’m serious. I need you to get this out for me.

Old Lady (still not looking): Yes. No problem.

Ben: You’re not looking at the shirt.

Old Lady: It no problem. We clean.

Ben: YOU’RE NOT LOOKING AT MY FUCKING SHIRT.

Finally I had enough and left. The scene was eerily familiar to American Pscyho, though slightly (SLIGHTLY) less sinister (embedding was disabled).

Surprise, surprise. The shirt remained stained and I was beside myself.

I spend the next few days sourcing new cleaners in the area. After trying a few out with some simple tasks (box a dress shirt, small load of laundry, the usual), I thought I may have found my new place. They even maintained reasonable hours (7:30AM – 7PM Monday – Saturday).

It was two (2) avenues away and the opposite direction from the subway. Not exactly convenient, but they seemed to know what they were doing. Everything thus far had been done on time and with a smile. Now for the test. The scene went something like this:

Ben: I want you to pay special attention to this shirt. It’s got stains here and here, can you get it out?

New Lady: Hmm, let me see.

She examines the shirt.

New Lady: What caused the stain?

Ben: Coffee. sigh

New Lady (still examining): I think we can get it out.

Ben: You think?

New Lady: It seems like the stains been on there a while. I can’t guarantee, but we’ll do our best.

Honesty. I could deal with that. But would they be able to clean my shirt?

Two (2) days later when I walked in, she recognized me on sight. She smiled proudly exclaimed, “Your shirt came out perfectly!”

I was in love.

So, many of you may be wondering why exactly I chose to title this, Its the little things. Clearly, for me, this was a somewhat traumatic and involved ordeal.

Nothing little about it.

The more I used their services, the more I noticed all the small touches that elevated them above others. The plastic clips keeping my french cuffs properly folded and in place. The rush jobs when I needed them. Knowing me by sight after only a few visits and rarely having to look at tickets to find my clothes.

One day I brought my laundry in a plastic bag. They gave it back in a Brooks Brothers Shopping bag (how did they know?). Then tonight they did something so small yet so excellent that I was inspired to write this post.

I dropped off laundry last week before a trip to San Diego (something I’ll be writing about soon). Upon my return I dropped off all the laundry in my suitcase before work (not having time to run back to my apartment with the first batch of laundry). When I returned today, she comes around the desk with a giant smile. Here you go. They had put both loads together in a giant Brooks Brothers shopping bag (how do they do it?!).

Its the little things.

So what’s the point? As a business you need to provide a basic level of quality service.  That’s a given (I hope). If you’re a dry cleaner, you need to effectively clean clothes. But let’s be honest, there are probably a dozen dry cleaners in the area who can effectively clean my clothes.

Its the little things that elevate a company. Its the little things that make a common service feel personalized. Its the little things that have reserved a special place in my heart for the ladies at Excellent Laundry Services.

With that in mind, I highly recommend this fine dry cleaning establishment:

Excellent Laundry Services – 212-717-1365- 350 E 67th Street (2nd & 1st)

I’ve been very transfixed by the recent Best Buy Twelpforce commercials. Without going into too much detail, I’ll simply say that they advertised Best Buy’s new Twelpforce, now available to talk to via twitter. Not once did they mention the URL Bestbuy.com. The only real call to action directed consumers to twitter.com/twelpforce.

The message of that commercial was very clear. “Talk to us.” The message of all Best Buys commercial prior to this has been quite different. “Buy from us.”

We’ve reached a point where if your approach towards addressing consumers consists of simply asking for the sale, it’s never going to succeed. It’s over. You must invest in the relationship, earning the right to ask for something. Best Buy might agree.

This is a watershed moment that represents a huge shift in the way companies are thinking about marketing. It’s one thing to use social media technology as a way to engage consumers on a grand, yet personal, scale. You need to be where they are. It’s quite another to pay millions of dollars to advertise your presence on these social networks. It’s a paradigm shift.

This made me think of something from Rob Walker’s Buying In. Most of today’s major appliances are comparable in terms of quality. So what are people really buying? It used to be that the brand could serve as a differentiating factor (and to a large extent it still does). The shift that we’ll soon see is away form the buying on brand. Consumers will start buying based on level of service and comfort.

If everything is the same how, do you differentiate yourself? By being able to answer yes to these questions: Do I know you? Can I trust you?

Incorporating social media technology and customer service into a marketing strategy isn’t exactly new. It doesn’t have to be Twitter either, but you need to find a way of reaching people where they congregate.

I think with this new tactic, Best Buy is saying, “You’re not just buying a product from us, you’re buying our level of service. Service you’ve come to both know and trust.” Is customer service the new marketing? It’s now certainly a larger part of the conversation.

A progression of what consumers are evaluating when making purchases:
Old – the product
New – the brand
Newer – the connection

I know, I know, the connection? Let’s not get too emotional here. If the product or service is crap, then the brand or connection won’t matter. But if everything is the same, how do you differentiate yourself? There’s that question again. Find the answer or fade away.

In a world where distinction is becoming harder and harder to substantiate, and traditional advertising fails, you either:

A.    Fundamentally rethink the consumer/company relationship and embrace the idea of interconnection in the marketplace; or
B.    Inevitably fade into obscurity, clinging to a failed practice effective only on an aging generation, if it still affects anyone at all; or
C.    Cling to some middle ground. But if They Live taught us anything, it’s that the white lines in the middle of the road is the worst place to drive.

Don’t get me wrong; this isn’t a column where I say every brand needs a Twitter mouthpiece or that everyone in their CS dept needs to have a presence. No, far from it. How you chose to engage your audience is up to you. Just remember that interaction should equal conversation. It’s ‘Talk to us’ not ‘Buy from us.’

Hopefully, you’ll rethink your approach and realize that Customer Service is a media channel. Companies like Zappos have been using this channel for marketing for some time with the goal of creating sustainable conversations. Rethink the idea of meaningful interaction. Rethink what is means to ask for the sale.

Rant Section:

You’re stranded in the valley of the lost. The only way out is with new ideas. The kind that only comes from altered perceptions. Virtually anything you can think of can be fulfilled through technology. Limit yourself only by the depths of your human spirit.

Back to regularly scheduled brain drain.

Companies embracing a new way of customer engagement should think more about personality and less about the idea of brand.

Recently, George Parker remarked that Apples has a persona, while run of the mill products, like cornflakes, simply have brands. This line really caught my attention and I found myself rereading and rereading. The ability to display a consistent personality is the first step toward successfully engaging consumers using social networking technology. Decide who you are. Start being who you want to be. I’m not, however, about to jump into the debate of brand vs. personality (yet!).

Naming conventions don’t really matter beyond having the ability to easily identify a concept to someone else. Brand, Personality, Persona, Brand Personality… it doesn’t really matter what you call it. What does matter is the ability of this ‘brand personality’ to interact with and influence consumers.

In the new marketing landscape, where value-based interaction is the key to influencing consumer behavior, a company must move beyond the idea of developing their brand. The key to success is developing a personality that is both consistent and easily recognizable throughout all social media interactions (and really all meaningful interactions).

The Recap:

What are we selling?
Old – the product
New – the brand
Newer – the connection

What is the message?

Old – Buy from us
New – Buy from us, because it’s us.
Newer – Talk to us