One of my goals with release of "Satisfied Customers Tell Three Friends, Angry Customers Tell 3000" is to maximize the "experience" around the book themes and topics. What better way to do this that to have real conversations with real consumers. So here's my plan. Every day or so I will post an audio interview or conversation with a consumer about a brand or product "experience." It could be a great experience, or it could be one that prompted the "tell 3000" implulse. Either way, as you listen to the interviews, think hard about the expectations and emotional needs these consumers bring to the table. Why is Alex so eager to "share the love" about Southwest Airlines. Why did Jeffrey feel the need to share a great experience with Air Tran. Why was Deb so disappointed with American Airlines...to the point where she's publicly share her bad experience. Here are a few questions to ask as you listen to these short yet insightful consumer interviews:
- Expectations: What were the expectations before the particular incident?
- Talk Drivers: What specific "talk drivers" prompted the rave or rant?
- Recovery: How well did the brand or company manage the feedback loop? Did the lack fo listening or responsiveness (two of the credibility drivers cited in my book) contribute to the "feedback moment."
A few are already posted, and as you'll notice here and there my wife Erika Brown and Greg Brummer will assist with the interviews.