I just heard from Lee Baler at Digitas. He wrote to thank me for the links to Seth Godin’s videos the other day, and that his team was part of the group working with AMEX Open Forum on their content. He told me a bit more about all that they’ve been doing to roll out more and more innovative and useful content over on the Open Forum site, and he’s right. They’ve got GREAT stuff that goes well with the Seth Godin masterpiece.
But what I loved was this snippet at the end. Lee Baler said this:
Why I’m contacting you is you made a point that we all completely agree with regarding the embed tags. I thought you let us off the hook too easily. You should have nailed us for not distributing this content more widely.
Man, I LOVE that! I love that Lee wasn’t upset or offended that I wanted the site to improve, and I love that he asked for me.
What Companies Should Take Away
First, points to Digitas and especially Lee Baler, for coming back and telling me what he thought. Super big points for asking for more. And third, excellent that he was listening in the first place so that he could engage a blogger in the midst of all the other traffic.
Second, companies have to absorb negative and critical comments. No, you don’t have to accept vulgarity and trash talk (just talked about a corporate comment policy) , but when someone acknowledges you at all, step up and say, “Thanks for the comment.” Now, the power move comes when you do something like Lee and say, give me even MORE to work with here.
Finally, how easy have you made it for people to reach out and comment? Make it ridiculously easy. Make it as ubiquitous as leaves on the driveway in the fall. Allow your customers to slather you with thoughts, because guess what, kiddos? That’s the seed for opportunity. Every touch is the chance to have another interaction. Take them up on it.
Are you encouraging feedback? Are you BEGGING for it? Are you plastering people with your interest in listening nearly as much as you are your interest in blathering at them? DO it.
And you? What should I be doing for YOU that I’m not doing these days? What else do you need? How can I do more?
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