“Where’s all the positive feedback? Why don’t our customers love us? Let’s engage more! Let’s communicate more! Rack up the Tweets and the Facebook posts! It’s a Comms problem!”
So, in response to this familiar pressure from the Board and the CEO, the Comms department rushes about talking at, producing things for and pumping things out to the organisation’s customers….and initially the love does increase a little bit. But then it sinks to a new low…
Why?
Shiny Letterbox Syndrome
Because just as the Comms department is fixing a
shiny letterbox on the outside
of the front door and draping it with colourful fairy lights to encourage customer feedback,
the various service departments of the company are installing an
industrial-strength paper shredder on the inside
of the front door.
Communications are promises, whether explicit or implicit, to deliver good services. If an organisation does nothing – it has nothing to say; and if it says it will do something – it must deliver. External communications, in any medium, are not ends in themselves but mechanisms for the development of relationships…relationships of trust.
Encouraging trust with brilliant external communications only to betray that trust with tardy or non-existent responses and poor customer service is completely counter-productive:
Shiny Letterbox + Paper Shredder = Brand Meltdown
Contact FFN Consulting Ltd for…
Practical, business-enhancing solutions
Marek Effendowicz
FFN Consulting Ltd
T: 020 7101 3692
E: ME@ffnconsulting.co.uk
http://www.ffnconsulting.co.uk
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Marek Effendowicz 