Category — Social Media

There is a Starbucks within walking distance of my apartment. It’s a beautiful thing, for a number of reasons. This morning, after waiting in line for a minute or so, a friendly barista greeted me with a smile, said good morning and asked if I wanted my usual beverage (Venti iced, black). He quickly poured my coffee as another cashier rang me out. They both said “thanks,” and I was on my way. Now that, is customer service. It’s one of the things I have come to expect from (most) Starbucks and I am sure it is a high priority on their barista training checklist. It’s one of the reasons I shell out $3.50 for a cup of coffee and keep coming back for more.

It’s not a new thing
Customer service has always been extremely important in keeping patrons happy and ensuring repeat business. But in the last few years a number of disruptive technologies, mainly the mobile Internet and social networks have notched this basic necessity up a few levels. If I find myself in an unfamiliar area and am looking for lunch, I launch the Yelp app on my iPhone – search for what I’m interested in eating and within a minute I’m on my way to the highest rated establishment within driving distance. Poor customer service = low ratings = me never finding you. Experiences good or bad can now be broadcast to thousands of people in a matter of minutes using Foursquare, Facebook, Twitter, Yelp and many more. It’s time to put on your A-game.

A brief history, and then on to the future…

Those darn Internets
As the Internet found its way into more and more homes there was a fundamental shift in the way consumers made purchases. No longer slaves to hyperbolic marketing copy, buyers now had the ability to read user reviews, exchange messages with friends, family and strangers and carry out in-depth research with just a few clicks of a mouse. Things were changing – fast.

The power of mobile
The year is 2007. Steve takes the stage at Macworld and announces what is now viewed as the device that turned the mobile industry on its head. Fast-forward three years. Over a half-million smart phones are being sold worldwide, every day. Consumers now have unrestricted access to the Internet, reviews, and user-generated content where ever they are. That is, of course, if they have a cell signal!  Combine this with all the social networks, especially those that are location based and you have given every man, woman and child with a smart phone the ability to broadcast praise or disappointment, effortlessly. Now that is a game changer. Imagine what this system will bring as more users begin to embrace it: That shady auto repair place? You’re done. The dry cleaner that rips off its customers and doesn’t get your clothes back on time? Not anymore. It hasn’t fully happened yet, but it will.

Talkin’ bout, my generation
Actually, talkin’ bout generation Y or the “echo boomers,” as they’re called. Those born between 1982 and 1995 are my generation and we are heavily influencing  the way companies go to market. We grew up with technology, the Internet, witnessed the birth of Facebook from our dorm rooms and possess the “all about me” mentality that causes us to broadcast our thoughts within the multitude of social “speakeasies.” But more importantly, we have money. We’re employed and gunning to be more successful than our parents, which is looking harder and harder each day (but that’s a different story). Yes, those darn youngsters born after 1995 who are currently enjoying their high school years will soon become a more influential part of this new super tech savvy generation – but for now it’s money that talks, and they don’t have any. As generation Y and Z come of age, wielding their smart phones and Internet connected devices every which way, businesses will be forced to respond even further. No longer can you be rude to your customers, or soon they will disappear. The customer experience will be stressed, even if it’s only one of getting a coffee and breakfast sandwich. While it may not be that obvious at present, to quote Beck, “Things are gonna change, I can feel it.”