We're not gonna take it

Recently, I was standing in the self-service check-out line of a major retail chain. I was not the only one thinking about how retail has changed over the past several years; a few other customers were reflecting on the topic, too… in a manner you might consider harsh.

“If they’re saving overhead by not having to pay cashiers, they should give us an extra discount for going through this line and doing all the work by ourselves,” said one customer. “Or, they could use the money they saved on cashiers to hire more people to help in other areas of the store,” added another.

Think about this. I was standing in line, waiting for a chance to trade my money for this company’s products and services… and the customers behind me start a miniature rebellion, just before the point of transaction. It got me thinking: What if your customers started talking with each other?

They are. And they’re doing it publicly. Speaking with several retail and service company clients over the past few months, I’ve noticed an emerging theme. Online communities, chat rooms and social networks have given people a place to start spouting off. Frustrations which once had no forum now have a seemingly endless list of web addresses where they can be vented, virtually. And the ease with which customers can offer criticism online has emboldened them: People seem more likely to voice their opinion… on-location.

Implications: Your company might not have more critics today than it did a few years ago… but the critics you do have are much better equipped to start a word-of-mouth campaign. If they cannot talk to you about their frustrations, don’t be surprised if they start talking to everyone else. Entire chat rooms and Facebook groups are dedicated people who are angry about something. And that frustration could begin spilling into your store or showroom.

Do you employ customer service reps (or other problem solvers) whose job is to correct any difficulty a customer has with your company, product or service? Would giving your clients greater (or more convenient access) to these resources help mitigate their frustration, and therefore minimize their viral effect? Do your company’s advertising and marketing materials clearly communicate WHY your company has made a change (i.e., “self-service checkouts help us keep our prices lower,” or, “self check-out means less time standing in line”). And remember that word-of-mouth can work both ways: You might want to create a way for your raving fans to join voices, if you haven’t done so already. (Feedback form at your web site? Facebook page? Online comment cards?)

Mike Anderson