I was thinking about how I communicate at work, and trying
to relate that to brands. In the past I have used more written channels like
email or memos, and I used to set more official meetings than I do these days.
Communication these days is different. I have much more frequent communication,
it is often less formal. With my colleagues here at THINK communication is face-to-face
more than ever. Technologies such as AIM, SMS, social networks, and Twitter
have connected me to everyone I need at almost anytime, and in a much less
intrusive fashion than did cell phones when they arrived. I believe these
technologies have made it more natural to just “reach out” or “ping” someone instead
of more formal dialogue modes. Also, I
heard someone say years ago that the most successful managers walk their office
hallways often, and slowly; I try to do this everyday. I think all of this is
working well for many, me included.
So, does any of translate to how brands might think about
communicating with their customers? I think it does. It appears to me that most
brands still communicate in a rather stiff fashion. Letters, trigger-based emails and phone calls
seem to dominate. Most on-line forums are really monitored communications
between customers. Blogs are nice, but again are really rather formal and
directed. What if brands started mastering the art of the “ping”? What if they
started reaching out to customers more often, what if the just started “checking
in”?
One of the brands I like is Men’s Wearhouse, I shop there a
lot. What if I could pop them a quick IM to see if the winter sweaters are in
yet? How about an SMS from them asking how my winter wardrobe is looking? What
if a representative just walked the mall on Sunday afternoon chatting with
people with MW bags? I know there is some use of these channels and techniques,
but it seems predominately for things like voting, entering a sweeps, or ordering
a product. I have not seen much usage for less formal dialogue.
I think the trick here is to get to a point where your brand does not always have something to push, sell, confirm, or offer every time you touch your customers. In my experience, when you just “check-in” with people you get a very different dialogue pattern than when you approach them with a formal request or agenda. Obviously this will only work for customers that want that intimacy level with your brand, but for them and you it could be powerful.
