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Archive for the ‘customer service’ Category

I was digging through the vault yesterday, when I stumbled upon this fantastic post from Chris Brogan I had bookmarked almost a year ago:

I believe we’re going to shift back to thinking customer service and community management are the core and not the fringe. I believe we’re going to move our communications practices back in-house for lots of what is currently pushed out to agencies and organizations. I believe that integrity, reputation, skills, and personality are going to trump some of our previous measures of professional ability. I believe the web and our devices will continue to move into tighter friendships, and that we will continue to train our devices to interpret more of the world around us on our behalf.

Read the rest here.

Yes, yes, yes, and yes. In his post, Chris also talks about bringing value-add and core competencies together – which is a drum I have been beating for years.

This is by far the best piece of advice I’ve heard this decade, also from Chris:

Here’s a quick way to really turn around your clients: be helpful.

I know what you’re thinking: “Duh!” Right? But when was the last time you actually said those two words outloud during a strategy meeting or quarterly business review? When was the last time someone actually suggested this as a course of action? As a core competency? As a business objective? As a mantra?

And more importantly, with all the commotion around Social Media tools, platforms, channels, measurement, content and tactics, when was the last time you looked at Twitter, Facebook, LinkedIn, FriendFeed, etc. from the perspective of being helpful? Of providing assistance and value to customers – instead of merely promoting your wares? Best Buy has. So have Starbucks, The Home Depot, Virgin America, Comcast, UPS,and scores of companies gaining traction in the space AND converting these net new positive interactions into new business and increased loyalty.  So my question to you is this: As a company, what are you doing to be helpful TODAY? How are you using communications platforms to be helpful? Phones, email, mobile, web, Social, print, radio, etc.? Where are you scoring high marks? Where could you do better?

Is the “just be helpful” mantra so simple, so obvious that we might have forgotten to make it a cornerstone of every interaction we have with the public? I hope not, but I’m thinking yeah, probably.

I think I just gave you your assignment for this week.

😉

Note: Chris and I will be speaking, listening and being as helpful as we can at the Like Minds conference and summit in Exeter, UK on February 26 and 27. Look for #LikeMinds on Twitter if you want to follow the fun.

Then on March 4-5, I will be answering questions in Chicago in an “open mic” style event at a #SohoSeminar. This will be kind of cool: Usually, I spend more time presenting than answering questions in a live forum, so being able to devote ALL of my time to answering questions is something I look forward to.  Click here to register for the event now. It should be well worth it.

Cheers.

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Judging by the close to 200 pages of comments left by readers on my last post, I guess we’ve hit on a pretty hot topic this week: That of “social media certifications.” (Who knew?)

So okay, let’s talk about it.

1. Do we even need Social Media certification?

To be completely honest, I hadn’t really given the subject much thought until a few days ago. To me, it seemed far too early in the game, not just from an academic standpoint, but from a practical one: Even if we happened to need certifications or accreditation for social media practitioners, there are no standards as of yet. No agreed-upon best practices for every business function and specialty that touches Social Media. There are no PhDs in the subject. No twenty-year veterans to teach anyone the ropes. In other words, there exists today no mechanism through which a social media “practitioner” might find himself or herself truly “certified” by anyone in any truly legitimate fashion, like, say, a PR professional, attorney, nurse, or even a hairdresser are able to be certified.

Part of the problem at hand can be summed up in the following two questions:

A. A “social media certification” would certify you in what, exactly? Your ability to create a Facebook fan page? Basic blogging techniques? Twitter usage? Social media measurement? Optimizing a LinkedIn profile? I could go on and on. So the question again: Certified in what, exactly? Some kind of general “Social Media expertise?” What does that even mean? (We’ll get back to that in a bit.)

B. Who would offer these certifications/accreditation and how? Accredited universities? Business schools? Professional organizations? Guilds? Private certifying companies? State boards? Software vendors? Consulting firms? Anybody with the ability to sell an online webinar? And who would develop and teach these courses? Academics with no practical social media experience? Internet consultants? Superstar bloggers? Who decides?

Check out this video and we’ll get the conversation started afterward:

If the video doesn’t play or open for you, go here.

2. A training certificate and a certification are not the same thing.

So, first of all, it’s important to understand the distinction between a Social Media certification and Social Media training. While training is… well, just training, a certification tends to be more structured. Standards have to be applied. Testing administered. Certification is a little more complex than just sitting through training. More often than not, certification is synonymous with accreditation.

To keep things simple, I hopped over to wikipedia and find this about the word accreditation:

Accreditation is a process in which certification of competency, authority, or credibility is presented.

Organizations that issue credentials or certify third parties against official standards are themselves formally accredited by accreditation bodies (such as UKAS); hence they are sometimes known as “accredited certification bodies”.[2] The accreditation process ensures that their certification practices are acceptable, typically meaning that they are competent to test and certify third parties, behave ethically, and employ suitable quality assurance.

One example of accreditation is the accreditation of testing laboratories and certification specialists that are permitted to issue official certificates of compliance with established standards, such as physical, chemical, forensic, quality, and security standards.[3]

The whole purpose of certifications and accreditations isn’t for social media practitioners to learn how to be social media experts. (You aren’t going to learn that by sitting in a class.) Rather, accreditation/certification is a process by which you are tested against specific industry standard and either proven capable/qualified or not. It’s a weeding out process.

And kids, that process has nothing to do with self affirmation. What it has to do with is separating professionals (with experience that can be demonstrated through an accreditation process) from people with no experience, no skills, and lacking the necessary qualifications to take on a social media management job, no matter how many fans they have on Facebook.

In other words, if certification/accreditation truly is needed in the social media world, its purpose is solely to help companies with very little understanding of the space get some notion of whether a consultant or job applicant has a particular skill level required for the job.

If you want to distill this down to its simplest form, think of this simply as third-party testing: Having a reputable certifying body vouch for the fact that you actually know how to do something. Period. That’s it.

Note my emphasis on the word “reputable” because this is an important point we will revisit.

Note: A certification/accreditation is not a substitute for real experience, demonstrable results or professional references. But it can help validate a candidate’s skill-set, which isn’t all bad. And it can also help ensure that an individual has sat through x hours of best practices training and demonstrated an ability to apply their training to the experience they’ve already acquired in the real world.

3. Social Media Generalist Certifications vs. Professional Certifications: Rebooting the model.

Where things get a little iffy is with the structure of a social media certification. What exactly should it look like?

Currently, many “certifications” tend to look at the social media “profession” as a form of general mass of quasi-expertise ranging from how to manage a blog, start a facebook fan page and customize a twitter account to how to measure ROI and manage online communities. (Pretty big and dangerously amorphous range, from my perspective.)

What seems more logical is a slightly more operational approach to both social media training and social media certifications/accreditation: Instead of looking at Social Media as some sort of broad ranging field of study with an endless list of applications, look at Social Media as a skill-set that applies differently to each function within a business. In other words, give social media training and certs specific professional focus.

Consider that a Public Relations professional and a Customer Service professional will probably use social media (professionally) in radically different ways:

While the PR professional will probably want to be trained in online reputation management, digital brand management, online monitoring, digital crisis management and some assortment of publishing best practices, their customer service counterpart will want to be trained in online keyword monitoring, digital customer relationship management, crisis management and some light community management. Will there be some overlap? Sure. But what we are looking at here are very distinctive tracks, leading to very distinctive certifications. In other words, a social media certification for a PR professional shouldn’t look at all like a social media certification for a customer service professional, or an IT professional, or a business development professional.

The specific nature of the jobs dealing with social media requires both specific training, and specific certification/accreditation – both in specifically relevant sets of social media competencies.

No more over-arching cookie-cutter, one-size-fits-all social media certifications, please. If we’re going to get serious about this (and we should), let’s get serious about it.

4. The difference between established, reputable certifying bodies and… well… the other kind.

Okay, so in light of the fact that a certification process could now be geared towards specific types of roles as opposed to some vague “social media specialist” notion, let’s look at certifying bodies that might (at some point) be able to offer these types of certification for professionals. Is it possible that perhaps an organization like PRSA might be better equipped to certify Public Relations professionals in something like digital public relations management, maybe? As opposed to, say, a newly assembled social media certifying body trying to adapt its general certification to the PR profession? Something to think about.

Something else to think about is the fact that a certification/accreditation from a reputable organization or institution is pretty crucial here. Organizations like PRSA, AMA, and others of their caliber can’t afford to do this poorly. They HAVE to take it seriously in order not to tarnish their reputations. In sharp contrast, the social media space is filled with opportunistic individuals who would have nothing to lose and a lot of potential cash to gain. All you need to start certifying unsuspecting marks is a website and a Paypal account. Just create a social media certifying body out of thin air, create a series of webinars about whatever you want, charge a registration fee, and you’re in business. These types of operations are rampant in the US already.

So the point I am trying to make is that it would be great if the AMA, PRSA and other established and respectable professional organizations that already offer certifications for their members started moving in this direction – if only to ensure a pattern of legitimacy and accountability in the social media certification/accreditation process.

We could go on and on and on with this, but this is a good place to pause and get some feedback from you guys. The comment section is officially open. Agree? Disagree? Somewhere in the middle? Let’s hear it.

Cheers.

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BRAND DOOM GAME

Design For Users‘ Kristi Colvin (@kriscolvin on Twitter) had some pretty powerful brand management advice recently that is well worth sharing here. Check this out:

The heart of a brand, like that of an individual, is vulnerable. It must be both soft enough to prove genuine caring, and strong enough to withstand scrutiny and adversity. But it is your core offering – not your products and services – and if you aren’t in touch with and know what’s in the heart, establishing lasting relationships with customers will be difficult or hit and miss. Do you want a shallow relationship with the people that interact with your brand, or a sympathetic bond that can withstand conflicts?

The connection between brand loyalty and a healthy bottom-line being what it is, I can’t really think of a better question to ask a CEO or brand manager every time they come to a strategic crossroads.

In other words… This type of introspection isn’t just something company execs should go through once a year or at the start of every new business cycle, but rather every single time a decision needs to be made within the company.

(I am already hearing the question germinating in your brains: What if hundreds of decisions have to be made every day? My answer to you is simple: Once a day or a thousand times per day, there is no difference.)

If you’re looking to save time, feel free to distill the question down to its core: “What would our customers want us to do?”

You just can’t go wrong with that kind of mindset.

Look at it this way: There is absolutely no decision anyone can make within a company that this question cannot be applied to. None. Why? Because every decision you make impacts your relationship with your customers. The software you use. The way you answer the phone. The speed with which you respond to complaints. The way you design your website. The way your product is packaged. The way you treat your vendors and partners. The people you hire. The people you promote. How clean your bathrooms are.

Everything.

Every time you are considering a new hire, ask yourself: “What would our customers want us to do?”

Every time you are considering cutting cost out of your model, ask yourself: “What would our customers want us to do?”

Every time you are about to respond to a crisis, ask yourself: “What would our customers want us to do?”

(Ideally, you want to be able to ask them directly, but that will have to be the topic of another post.)

Once you get into the habit of addressing every question, every problem, every crisis in this way, life gets a whole lot easier. Suddenly, you find yourself not needing to set up so many meetings. You find your reaction time greatly enhanced. You find that taking your ideas to market takes a whole lot less time.

You also find that you don’t have to work quite so hard to earn more business (new and repeat business).

Again, from Kristi:

“Engaging people from the heart of your brand, being vulnerable and forging true and lasting customer relationships are what will keep companies alive and thriving through good times and bad times.”

This isn’t touchy-feely rhetoric. This is as real as it gets. It’s how Starbucks used to do it. It’s how Zappos does it. It’s how the next generation of firebrands will do it.

And if you still aren’t convinced that what you read here today makes good business sense, here’s another question you might want to ponder: If you don’t do what’s best for your customers today, what will your customers do?

Everything you do either gives your customers a reason to do business with you or do business with someone else. There are no neutral-impact decisions.

Don’t give the other guy a chance to eat your lunch.

Don’t give the other guy a chance to earn a better reputation than you.

Don’t give the other a guy a chance to write your eulogy when you finally find yourself circling the drain in what used to be your market.

Even if you don’t buy the whole “higher calling” thing we’ve been talking about lately, understand that your customers are constantly judging you and THEY care. Being better, friendlier, easier to do business with is just good business. Treating your customers like cattle when so many other choices exist for them now will get you nowhere fast.

Have a great weekend, everyone! 😉

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