Fast answer -- which one are you more likely to cut some slack Apple or Microsoft? When you pick up the phone to call the customer care number, what is your state of mind if you know that someone from Apple is on the other end of the phone? Now try Microsoft. Try any wireless operator. That’s what I thought.
Here’s the thing, we do business with people we like. Period. Liking leads to trusting, it’s not the other way around. Jeffrey Gitomer has a nice sound bite on that. You may build credibility and show expertise, be believable, but in the end you don’t marry someone who is credible, you marry someone you like. The same happens when you deal with companies.
Companies spend millions to provide thought leadership, enhance their credibility with tons of proof points, print sell sheets, and glossy brochures -- they would be much better off using those funds building reputation, which leads to respect. You approach and respond to someone you like in a very different way than you do to someone you don’t. In that case, you react.
You dial the 800-number for customer service and in your head you are already preparing for a fight. The thoughts and arguments that pop up are in defense of your argument, one minute longer on hold and you are ready to read them the book on what you think about their poor service.
Now go to a different place. You are calling a company whose brand you like so much that you’ve been telling many friends about it. You wear, or use their products proudly. What goes through your head? My educated guess is that it’s something entirely different. You are already cutting them some slack.
The tough deal Steve Jobs negotiated with AT&T is benefiting the huge (and often disliked) wireless provider. AT&T now looks better -- because of the iPhone and the positive power of the Apple brand. That alone has given AT&T more brand rejuvenation and a better reputation than the acquisition of Cingular, especially after the company decided to throw away all that good brand capital by folding the hip image into the stodgy conglomerate.
A brand with a good reputation on its resume can get more doors open in the hearts and minds of its customers exactly like a person with a good work history. Are you putting your budgets where it counts? Are you building and maintaining a good reputation for your company and products brands?
Valeria Maltoni • Conversation Agent • Philadelphia, PA • www.conversationagent.com
Related Stories: | Topics:Innovation, Apple Inc., Microsoft Corporation, AT&T Inc., Jeffrey Gitomer, Marriage |
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Recent Comments | 8 Total
January 17, 2008 at 1:26pm by Frank C. Martin III
So right on! It's amazing to me that companies still think they can "market" or "PR" their way out of problems they operate their way into..
January 17, 2008 at 1:44pm by Valeria Maltoni
What a great way of putting it, Frank. Welcome to the conversation. I do like people who have a way with words and your intro/short bio at your blog says much in little space. Kudos.
January 17, 2008 at 7:28pm by Elias
I agree with your perspective on brand and trust. I know when I'm on the phone with my cell phone company I am ready for a battle because all the past experiences with the company come to my mind and I wonder why don't I switch carriers? Then I remember I'm in Canada, we only have 2 to choose from (for GSM) :(
Companies still have shown they just don't get it. When a company gets it, even a little bit I give them my loyalty. The rest, I give them as much loyalty and respect as they treat me with which is often too little sadly.
January 18, 2008 at 4:12am by gianandrea
Valeria, I like Apple very much. But when last week I spent several minutes with their call tech support at the phone, paid the phone call and had no significant answer, I was very disappointed. More disappointed than if I had the same problem with a company I do not like the same way. You marry someone you like but divorce exists.....
January 18, 2008 at 6:56am by Valeria Maltoni
I would be disappointed, too. If you think about it, although a company you like disappoints more when not meeting expectations, you are still better disposed towards them when you approach the call.
Yesterday there was a discussion on Twitter about the poor response Target gave to a blogger about an ad. Although everyone was outraged, it ill take a lot more to turn people ho like shopping there off. Companies should be listening. Period. When the time comes that they don't (for whatever reason) those with more goodwill in the bank have a better chance to make it through a rough patch. And in that case, it is like intimate relationships, if they are willing to make up.
January 18, 2008 at 8:05am by Joe Raasch
Hi Valeria,
Happy Blogiversary! 52 posts for FC - awesome. One can only imagine the number of conversations started here.
Having a great reputation may allow for better conversations and the benefit of the doubt once in a while. This reputation has another side: higher consumer expectations.
We expect a $75 bottle of wine to be great. If not, we're stunned and a bit upset. Though with most vintners, there is rarely an issue.
For a $7 bottle of wine, we have little expectations, and are amazed when it tastes like a more expensive bottle.
Cheers, Joe
January 21, 2008 at 12:56pm by Valeria Maltoni
Hello Elias,
It's a two-way street, and it always ends up being about people. Competition does light some fire to get it, as you put it. There's the issue of respect and empathy as well, especially when it comes to talking with people on the phone.
You have some beautiful photography linked here!
January 21, 2008 at 12:59pm by Valeria Maltoni
Thank you, Joe, for reading and participating since my very first post here at FC.
It all remains about keeping the promises you make. Yes, higher expectations demand higher level of care. I think it's all within reason. It also depends on how personable and intimate the relationship becomes with a brand -- a place, a service, a product.