Shout.  Let it all out.

We have professional profiles and virtual Rolodexes set up on LinkedIn, Jigsaw, and Plaxo.  We have blogs to showcase our big thoughts and Posterous to share our pithy thoughts.  Twitter is for our snarky thoughts, our bait trails, and those thoughts inside our head we long to scream to the room at large but reserve for the relative annonymity of our virtual community out of self-preservation (there are, indeed, a few people left in this world who aren’t on Twitter.  The droning idiot in the corner is one of them).  Podcasts in HD.  We roll it all together on flavors.me and offer synopsis – just to make sure no one missed anything – on paper.li.  We’re our own form of broadcast network, web 2.0 style.

The social web, shifting norms, pervasive technology, and an innate need for self-expression (even self-promotion) all drive and shape how we share what we know.  The things we think.  Others need to know, don’t they?  How else can you land that next great job or score an invite to the exclusive pre-conference party?  If you don’t tell your community circles at large, no one will.  All you need are a few more PostRank points, a handful more retweets.  What you know will get you places.

Sharing what you know is a good thing.  That is, until sharing what we know overshadows our need to know, and our need to learn.

Hold up a mirror.

I’m not pointing any fingers.  I fit the mold described above as much as the next guy.  You’ll find me in those places, doing many of those same things.  But I like to think I also live out the “Learner” characteristic the StrengthsFinder 2.0 test suggests runs through me.  I have an insatiable need to read, to absorb information, and find the other side of “why?”  Sometimes, its even useful.  The thing is, if I don’t read it and tag it (Delicious does it all), I feel I missed an opportunity.  And that’s a good thing.  I figure, if I’m not learning, I’m not growing. And just like growing up, sometimes the act of learning stings a little.  It can even downright hurt if you’re doing it right and looking in that mirror hard enough.

The need to learn should run stronger through all of us.  We need to learn more from each other, and we need to learn more aboutourselves.  We need to hear what others are saying, even beyond their words – to the total message being sent.  If we don’t like what they’re saying, it may be because our defenses have kicked in or we’re still placing our own agendas first.  Listen harder, and think about those conversations longer.

As someone recently suggested to me, look for the patterns.  When things are really cruising along for you, what do the situations hold in common?  Likewise, when your life is a giant sucking sound, what about it is similar to the last time the giant vortex of crap opened it’s yaw? Don’t feel bad.  It can take months, even years, before you can evaluate those periods objectively.  Just so long as you’re learning.

When was the last time you learned something about yourself?  Name something good, and something not-so-good.  Repeat the first, dismantle the latter.  I’ll go first just to show I’m not a ‘fraidy cat.

Good:  I’m a decent cook.

Not-so-good:  I tend to push hard – on a project, on a position, for a result – and have failed to recognize and respect the discomfort other group members may have with the pace.  We all adjust to things differently and I need to be more tolerant and help others digest info that could lead them to the conclusion I’ve already reached.

How about you?  Get it off your chest in the comments.  C’mon, you can do it.

What Did You Just Say To Me?

These are excerpts from three separate push-emails I received today.

1.  “I wanted to send you a quick email to let you know I’ll be taking over your account…”

What account?

2.  “The following article was published this week about (our Brand), here’s the link…”

Why do I care?

3.  “In reviewing your site yesterday, we noticed you had Google Analytics in place…many times the installation is incorrect…call us if you’re interested in achieving better results…”

Are you trying to bait me?

The Real Deal

In the first instance, I have no knowledge of the company and definitely don’t have an account. Not sure what the sender is going to take over, exactly. In the second, I know the company but find their product overpriced and of no greater value than a free tool I use, so knowing about their industry write-up doesn’t interest me. Or impress me.  And I’d think they’d come to realize that based on my exceptional ability to dodge their persistent calls.  And in the third, well I thought it was just creepy  as well as arrogant (yes, I know the site code view is easy to assess; that doesn’t mean that its acceptable to presume an intimate understanding of our business, motivations, or objectives.  Stay outta my stuff unless I invite you!).

While I empathize with the challenges sales professionals routinely experience (more so in our country’s present economic state, and the ensuing competitive environment), I don’t think that warrants these guys a “pass” for poor form, unfamiliarity with our (lack of) prospect history, or adoption of false pretense.

Stop, Look, and Listen

I need these guys to stop, look, and listen.

Stop doing the same ‘ol, same ‘ol.  What has it netted you in the past? What are some risks on persisting?

Look at your data. How many calls are returned or answered? How many emails clicked through?

Listen to the myriad of conversations around you. What does the guy responsible for the email campaigns think? What do the site surveys indicate?

Your Mission, Should You Choose To Accept It

I’ve said it before, consumers are driving the bus. They’re determining their paths, their destinations, the stop routes, their tschotzke’s .  Sales and marketers have to do more than discover a way to skirt the gatekeeper. They have to use all measures of intelligence, insight, and (yes!) ingenuity to define messages that will matter and delivery channels that are authentic to their targets.

It’s not that I don’t ever open an unsolicited email. It’s just that at a glance it has to intrigue me, inform me, engage me.  Without pressing me.

What do you do with sales calls? Blast emails? Brochureware direct mail?  Whose has broken through for you recently, really struck you as a valuable read and worth your time?

• Anticipate: flaws, lack of functionality, holes in offering suites
• Mitigate: lessen the impact or importance of flaws or weak benefits
• Prepare: plan for competitive or consumer interest group response
• Solve: know what issues are a priority, and why
• Resolve: have a target goal/benchmark of achievement

If you’re a company offering products or services, you’d better know how important that consumer perspective (voice of the customer, VOC) is to the growth and longevity of your business. If you’re not actively seeking, synthesizing, analyzing, and identifying valuable customer data, then let me be the one to tell you: you’re on a one-way trip to irrelevance.

Nobody uses products that aren’t simple, convenient, intuitive, relevant, fulfilling. No one subscribes to services that are cumbersome, circuitous, complicated, cause the customer to bear brunt, and don’t meet target needs.  Unaddressed, these issues serve as communication roadblocks, essentially sending your customers the message “You really don’t matter.”

In other words:  If you’re not listening to what your customers are saying and building that insight iteratively back into your culture and product or service development, you won’t have to worry about them being your customers for very long. You’ll be relieved of that little problem. And likely many other little problems, if those customers share their experiences within their networks or assert their viewpoints in public (online) venues.  Personal opinion/ratings are incredibly influential, whether shared between close friends or semi-anonymously in customer comments or reviews.

Which is precisely what I’ll endeavor to do here, hopefully avoiding crossing the line into “rant” territory.

I am a very satisfied customer of Veridian Credit Union.  Adam and Amy there are my peeps; I have their email addresses and Adam once called to personally thank me for notifying them of a problem at a kiosk one day.  Generally speaking, banking is a necessity and the elements of choice and benefits are negligible, but I feel very good about our relationship with Veridian.

By contrast, I don’t have a relationship with Wells Fargo. About 7 years ago, we were customers of theirs. There was no relationship, but rather cyclical transactions.

Three years ago, after satisfying a small loan, I personally visited a branch and closed our account. Twelve months later, we received a $25 service fee for that same account. I came to learn our account was never really closed, and we were charged for the privilege of holding an account.

Yes, that’s right. Charged $25 for an account I had closed one year earlier. An account with zero balance that had shown no activity for over 12 months.

Re-read paragraph above. Yes, folks, this happened again in 2007. Re-visit branch; again request closure; repeat assurances of said closure, yada yada. I leave feeling smug and vindicated because hey, I’m very comfortable asserting myself with service institutions and providing rational, evidence-based debate.

But it gets better. Or worse. So just this month, in 2009, *it happened AGAIN*. Just last week, a $25 fee was charged by Wells Fargo. Ostensibly on the very account that had been closed (at least to the fullest of my control) twice before.  Details:

• I had to narrate this whole sordid story to a new (phone center) person with no vested interest in my satisfaction.
• My deductive powers of reasoning tell me we’ve been at credit risk for three years, unaware of an open account that could have been accessed by someone.
• We have the insult of a third $25 fee assessment
• The $25 fee can’t be returned to me electronically, I must wait for a check. Which I then have to physically deposit (nobody does that anymore, right?) in Veridian.
• I experienced unease giving personal identification information (DOB, address, SS#, mother’s maiden name, etc.) to phone center, given Wells Fargo hadn’t impressed me with their keen eye for detail or thoroughness.
• Despite providing all of the info above, they weren’t allowed to give me my “account” number over the phone.
• I’m to be inconvenienced for a third time, to drive to a physical bank branch.

I can’t express my frustration, disappointment, mistrust, feelings of disabuse emphatically enough.  The irony of Wells Faro placing me at financial risk, then again inconveniencing me as they purportedly protect my financial security is baffling.  There was no customer service escalation. There was no customer training that kicked in upon hearing my startling story.  And while $25 isn’t a large sum of money, I resent the presumption that Wells Fargo felt it within their rights to charge it.

For an account dormant three years with zero balance, no less.

Gak, are there no IT or Quality assurance processes in place there?  What assurances do I have that this will get resolved properly this time? Another smiling suit across a desk showing me the computer screen and shaking my hand while offering melodious platitudes is inadequate, really.  Heard that before.

So consider this, businesses big and small:

• Consumers have big voices, and they’re using them
• Consumers trust peers and referrals far more than they trust institutions
• Consumers are doing research for considered purchase products and services before deciding to buy
• You, Mr. Company, have a lot to learn. Fortunately, you have resources to tap
• The competitive environment mandates a genuine, demonstrable interest in customer service as a cost of doing business. Not interested? Fine, we’re moving on.

Wells Fargo:  if you were listening, you would have known yesterday that I’d Twittered 140 char of customer relationship angst about this. And you’d know I shared my views on this blog because your analytics would show the inbound link. You’d know how to reach me to discuss because of the buttons on my blog. If you were listening (and were concerned).

2/3/09 Update:

After sharing this post with a friend on Twitter, I learned she had a connection within Wells Fargo’s social media team and chose to share a link to my post with them. The next day I received the post comment from Joel shown below, and a phone call from someone within their “Online Executive Office.”  The gentleman at the OEO verfied one piece of identity and said he “would check with his colleagues and see if they could resolve my issue.” It’s been 24 hours; no confirmation call about my account cancellation. I’m not sure what to do now; call him back? Wait? Will I get a letter? Another post comment? Meanwhile, I received a $25 check today, presumably remuneration from the wrongly assessed annual fee. This is my assumption, but as there was no accompanying letter of explanation (nor apology), only the check, I can’t be for certain.

The repayment gives me transactional closure, yes. But it doesn’t resolve my pervasive issue, nor does it suitably address my value as a (potential) customer. It further cements the Wells Fargo view that I really don’t matter to them.

Feeling like Wells Fargo still isn’t getting it.

2/5/09 Update:

Received voice mail from same gentleman in the Online Executive Office, wanted to determine if I’d received the $25 refund and instructions on how to close the account. If I still need help, I can call him….

Which, of course, I did.  Left a message. This situation is still a trainwreck; what benefit did I receive from having the OEO involved in things? I’d already had the refund part of the issue resolved with the regular phone bank person days before, and had received the refund check already (remember–the check came without a single piece of correspondance). One would assume that escalation policy (presumably, the OEO, right?) would offer a consumer added value–say, like, actually closing my account? As swiftly as possible? Right now, they’re just another cook in the kitchen, but not yet producing anything.

Why is Wells Fargo ostensibly “listening” and dedicating staff, but doing nothing to resolve the core issue, authentically address customer concerns, and bring closure to a very aggrevating situation?

I had the opportunity to partner with Successful Blog author Liz Strauss, and let me say I’m darned lucky. Not only is Liz the fairy godmother of relationships and conversations, but she can identify kernels of ideas and say big things about them.  Things that get her readers thinking.  And you can be sure, they’re always listening to Liz.

The post I co-authored was published today and is titled “It’s so easy to get stuck repeating what we already know.” And you guessed it, it’s about making assumptions, not being in tune with your audience, the misapprehension of academic intelligence and practical intelligence, and a few other things too.

(More) Magic Happened

As you can see from the screen shot below, Liz announced the post this morning on Twitter. Some loyal followers checked out the post, then visited my blog and Twitter page. Voila! Cool stuff happened (Heather pumps fist in the air, yells “Score!”).  This morning, I gained about 27 new followers who likely wouldn’t have otherwise discovered me.

Celebrate! New peeps!

A Bigger, Better Following

Having people’s interest is really great, and on some level validating. But I’m not overly concerned with the number of folks in my Twitter sphere.  What I AM jazzed about is the new opportunities that were given to me today, as a result of the increase in followers.

Blessed with a larger network of friends, I can now bounce ideas off more people, my chances of discovering new links and tools has improved, I’ve  gained insight into new fields and strengthened insight into fields held in common.  There are more people for me to discuss things with, more people to be inspired by and learn from. Not to mention challenged, and even humbled, by. Like my own advisory council.  How cool is that?

Partnering With Peeps

Yeah, this “new followers” gig is a sweet one (for me). The trick is to honor their new interest by sharing the best I have to offer.  I sure will try.  Together, we’re as good as greater than the sum of our parts. Isn’t that the essence of social media?

Thank you, new followers.  Separately, we’re good.  Together, we’re great!

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?

Do you understand me at all?

Do you speak my language?

I had the great fortune of having a live & in-person meeting this week with someone whom I’d previously known only virtually.  That is to say, we had connected via Twitter, LinkedIn, and even email.  It took awhile for our “first date,” (she’s a busy gal) but as with some budding acquaintances, I had an inkling that we’d hit it off.  Score!.

Lynn and I are both passionate about communication and helping create meaningful relationships between consumers and brands.  There are a lot of ways to do that, and we each bring a little something different to the table in terms of skill sets.  But what helped us really connect was the fact we were speaking a common language.

That language was consumerism.  And I believe it’s one every good marketer or communications pro should speak fluently.

Are you really talking if no one is listening?

Don’t look at me like that.  Consumerism isn’t a bad word.  It’s a reality of global economy (we can thank the industrial revolution) that people need things, they want things. And they want choices.  Options.  Search for what suits them best.  The era when companies could manufactur products without investing in consumer insight is gone.  The time when messaging could be sprayed Gatling gun style all over their targets is over.  Targets have clued in, tech’d up, and are filtering out.

Truth is, the power is with the people–the consumer.  For oh-so-many reasons, companies have to rev up (Heaven help those that are at “START”) their methodologies for monitoring, responding, and reaching their consumers (reaching includes offering relevant goods/services). And the initiatives have to run the full customer lifecycle, from awareness-building to retention.  The strategies will differ, but the fundamental core principles have to place the consumer at center stage.

Roger That

Time, cost, and interaction experience are all key decision-making factors for consumers when purchasing goods or services.  But companies that understand the consumer viewpoint–needs, wants, convenience, added value, psychological nuances–are in prime position to advance their brands by meeting the emotional needs of their customers.

We all know a few companies that indeed are listening, and channeling what they’ve learned into business and cultural changes within their organizations.  Hats off to them.

Wonder when some of the others will bother to learn the consumer language?

We’re talking.  All you gotta do is listen.