You should have seen it coming
This week’s feeding frenzy over Amazon.com’s “glitch” is yet another example of how a really basic kindergarten concept somehow ends up becoming another “lesson learned the hard way” in the world of business.
Here’s what we all know, but often ignore: people get angry when they discover – or even suspect – that you have deceived them. That anger is contagious. Why do we not remember this? Why is this a surprise?
You tell a customer that their order will be processed that day. No true, but it’s what they want to hear, right? You tell them you solved a quality control issue – but didn’t. Odds are, they will never know.
You give them an explanation that doesn’t quite ring true - but what are they going to do about it? Somewhere along the line, many business owners became more concerned about appearing responsive rather than actually caring. Back when the world was big and impersonal, you could often get away with it. But now the world feels smaller every day – and it’s very personal.
The surprise that startled even the online giant Amazon.com was how blazing fast outrage can be in this cozy new interconnected world. Thanks to the web and social media, it takes just a few seconds for one customer to launch a worldwide dialogue. A single blog post about Amazon’s fateful “glitch” started a snowball effect that gathered with amazing speed in just 24 hours (Church of the Customer Blog has the timeline) – and it’s not over yet.
But you should have seen it coming. It all comes down to remembering what you already know. Don’t underestimate your customer. Don’t be dismissive, or evasive, or less than truthful. And even if you aren’t any of those things – don’t let them think you are – even for a second. Be clear, be candid and be quick! Because these days, people will talk…and talk… and talk… and talk…about it.
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