"Economic and social inclusion has always been the most powerful agent of change and builder of mutual trust."
- Maurice Greenberg, Chairman and CEO of C.V. Starr & Co. Inc.
Business people, especially marketers, are ALWAYS seeking a way to get people to INTERACT more directly with their brand. They will set up phone numbers and email addresses for you to "submit your suggestions" and in store displays with cool signs and contests that have a "1 in 1,000,000 chance of winning." PRETTY LAME GUYS!
One of the most CRITICAL elements in creating INTERACTION with your brand is INCLUSION in the brand itself. While GM may believe they are "too big" to directly interact with consumers, smaller businesses continually find ways to give their clients/consumers a VOICE… a real voice – the kind actually affects CHANGE in the brand. Why do service providers, such as attorneys and CPAs, not do the same thing?
In order to CREATE inclusion, you must have a process or system in place that has AUTHENTICITY and ACCOUNTABILITY. It must provide a direct communication path with someone that has the ABILITY and DESIRE to create change to better suit the clients/consumers. The person ASKING for "change" must be able to see it CLEARLY and QUICKLY.
2 DEGREE SUCCESS STEP:
It is these very reasons as to why "suggestion boxes" are laughed at, as well as so few people (in percentage) even call the customer service hotline to complain or praise. Frankly, why does it matter? NOTHING IS GOING TO CHANGE.
We know that companies (big and small), have one thing in common – HUGE EGO! Most believe it is YOUR honor to buy from them, as opposed to what it really is, their DUTY to provide great service or products in order to continually EARN your business.
Do you want to INCREASE business? Do you want to create RABIDLY loyal clients? Create an INCLUSION SYSTEM – a place, process or forum, where the people you serve are able to VOICE their opinion, KNOW it is reviewed by a DECISION MAKER and markedly REALIZE the changes made as a result of their engagement.
If they are building the system they want – how more INCLUSIVE could you be?
Cheers,
Zach
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