Tuesday, March 24th, 2009
Social Design Principle #4 – Participate in Active Listening
Utilizing social design principles to improve a customers shopping experience has the potential to bring tremendous benefit to a company and its customers. However, no matter what conversations take place, there are two key components essential to the fourth principle: active listening:
- Maintain your commitment to having conversations – companies must be dedicated to maintaining their social channels to keep content fresh and new.
- Admit your mistakes, and do something about them – part of having authentic conversations is being prepared to accept negative feedback and to do something about it.
Maintain your commitment to having conversations.
Social Design is only powerful when the content is new. Customers will not participate in a conversation if there are very few others or if the thread is old. If there is little or no activity, then people are not likely to participate. Therefore, companies must be prepared to maintain their blogs, video and photo galleries, Twitter broadcasts, Facebook groups, and whatever myriad of social technologies they choose to pursue.
More importantly, companies need to mean every word they say. If a company promises to modify a product or improve a service in response to an upset customer, they must do so. Engaging customers then failing to follow through and deliver on those promises damages the company’s brand, reputation, and credibility.