One Man’s Voice…
The power of the internet and personal media tools has forever changed the balance of power in favor of the customer. One Man’s Voice can be heard by millions. Here’s a story that I think really drives that point home.
A few months ago, I contributed content to a presentation initiated by David Armano. David is the Creative VP for the marketing firm Digitas. He is also a very influential blogger who is well known for creating simple but powerful graphics to communicate his ideas. The presentation, entitled “2006 in Your Words”, was a collection of insights and opinions about what the year’s big themes were from a marketing and communications standpoint. To demonstrate the power of Web2.0 collaboration, the presentation contained content from little fish like me as well as some industry heavy hitters. You can see the presentation here.
“We have been shifting media power to individuals for years now. Perhaps it started with the VCR. The internet shifted control of retail to the customer years ago. Today, individuals have the power to control markets, create and distribute their own content, build and occupy virtual worlds with new opportunities for commerce and entertainment. They don’t have to rely on some corporation to provide the experiences for them. They simply use the new tools, which they are mastering as fast as the tool developers can build them, to build whatever they want, to be whoever they want to be and to let their voice be heard.“
Why am I telling you this? I work for Circuit City Stores and have been helping the organization become more adaptive through the use of social media tools. Last night I came across a number of user generated videos about Circuit City. Some were commercials, done by associates, which is interesting in itself,
But then I found this
You should watch it all the way to the end. It’s powerful! As a company, we are determined to become great at providing exceptional customer experiences. We are making progress towards this goal, but this statement from one man points out how difficult that journey will be and how much harder we need to work to get there.
Corporations need to realize that today’s customer expects perfection and has an increasingly loud voice that can potentially reach very large numbers of people. They are actively sharing their experiences and feelings to anyone who will listen. We should be listening to them!