Cut & Paste Customer Experience….
The internet is the holy grail of worldwide information.
With the click of a button, the press of a few keys and you can find, read and copy endless reams of information. The cut & paste culture that has developed on the web has been integral to its growth. However, it is also seen by some as its potential cultural downfall.
Ilana Simons has a great write up on how The Internet Makes Us Superficial and Sensational. Simons challenges the cut and paste culture of the web – that any part of a conversation, section of an opinion, or even specific words can be spliced, lifted and reposted. Simons comments that anything posted online can be taken out of context, creating a new piece of information – one without our traditional offline form of contextual information.
What is most interesting with about this concept is twofold:
1. The loss of control brands have over their image and communications
2. How your Customer Experience is affected by this behaviour
If people can take anything you post, comment or upload online then how can you ever communicate effectively as a brand? With this thought in mind, it should be more apparent than ever that building a customer experience that makes people want to react positively to your brand, communications and product/service. If customers, clients or the general public come across a negative customer experience with your organisation, and are readily presented with the tools to communicate this (i.e. Blogs & Social networks) then what sort of chance do you think your brand has?
You may not be completely ready to hand over your brand to your customers, but you can be prepared for any influence by crafting a sublime customer experience.
By Colin Shaw | Published: March 19, 2010