Communication is a powerful word, and as a concept implies an exchange of ideas and intentions between active, engaged parties. Adding another layer of complexity is the reality that as an advanced people, we can communicate in written, oral, and sometimes more importantly nonverbal methods in the forms of body language, facial expression and reactive measures like word of mouth passalong. I’m sure there are other subtleties I’m forgetting (comment your own additions below).
The facet of communication that is niggling at me today involves how it’s possible two parties can arrive at gross misapprehensions after participating in the same conversation. It’s like Group A departs with a firm understanding of apples in their head, while Group B moves on, thinking about the oranges that were just discussed.
You Apple, Me Orange
Because the groups lack real communication, both end up disappointed and dissatisfied. Group A (a company) regroups and tries again, because hey, that’s what they do–they send direct mail and e-newsletters and the like. But Group B (consumers) has choices and frankly would prefer to spend their time and money where they feel they matter. Like Over There, where someone is listening to them, really listening. Group B has moved on because Group A wasn’t paying attention.
Repeat After Me
There’s a depth of fulfillment that a consumer can reach when they’ve come to believe they matter to a company. The fulfillment stems from a reciprocal relationship that should be nurtured in order to be maintained. “Nurture” doesn’t necessarily mean coupons, free shipping, or waived late fees. It’s not only about when things are going right, but also about how a company acts when things are going wrong.
That’s how interpersonal relationships (like marriage) work, right? Together in good times and bad, always communicating. Listening. Paying attention.
Case in point of relationships in tough times: Zappos during a Q4 headcount reduction and Motrin following release of an ill-conceived promotional video. Zappos was applauded for its transparency and honesty through an admittedly difficult and controversial event. Customers remained, and even complimented. Motrin, by contrast still seems to have learned little, as their follow-through to date consists only of an apology note and removal of the offending video. Leaving confused consumers saying, “So you heard us shout. But do you really understand why?”
Listen Up
Good communication is both an art and a science. It requires a talent and innate interest in understanding and learning from those around you. And it involves skills enabling you to hear what isn’t being said, as well as consider the way another might view or feel about a topic.
Say not only what you want to promote, spread, or express–but say it after you’ve figured out what really matters to those you’re talking with. After month one, what undeniable value will your product or service deliver? Features can be rationalized and trivialized circumstantially. Benefits are subjective and strike at the heart of our emotions. When something triggers our emotions, we form stronger connections with it, and by extension, the company providing the product.
Did you hear that?
That was Opportunity knocking. Did you open the door?
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A consumer-centric brand strategist with strengths in idea orientation and activation. Seeking the intersection of brand relevance, differentiation and emotional fulfillment to create opportunities for stronger customer relationships. Believe compelling content can create a memorable brand experience in this noisy world. Brand is the heart of business.
