During my travels over the past few weeks I have had many discussions with people on many intriguing topics.  Many will become blog posts in the coming weeks.  One of the topics of conversation with Brian Solis can be summed up on his blog post “Who Owns Social Media.”  I fully agree with his post, with the exception of one word: influencers.  This is because I believe in this new world order, ALL Customers have the ability to be influencers.  Of course that will have to be a post for another day.  It is always fun to see friends and continue hotly debatable conversations.  One topic that kept recurring resulted from my last blog post “Are Companies Ready for Trust Agents.”  The discussion referenced Chris Brogan and Julien Smith’s New York Times best seller “Trust Agents.”  Speaking of trust agents, I want to wish Jeremiah Owyang and Deb Schultz well with their new positions with Charlene Li at Altimeter Group.  I am sure he will see continued success.

I did not intend to continue the trust agent conversation from the prior post, but it seems to have warranted more attention.  I will take a stab at it in another post.  As discussed in that post, trust agents will happen whether supported by the company or not.  The fact is employees are already out there.  Some of the recent discussions were about branding of individuals verses the corporate brand.  I have a firm belief that social media is about individuals and relationships; it is hard to have a relationship with a logo.  Part of this belief stems from my Customer Service background.  I am not aware of any company that does not attempt to personalize a call with the name of the agent.  Even emails from companies are usually signed by someone.  Why should social media be any different?

The larger conversations investigate what a company can do when the groundswell is attracted to a trust agent representing the brand.  What do they do to prevent them from leaving, or losing equity if they do leave?  I am going to attempt to provide some thoughts to assist companies that may find themselves in this position.   The best approach starts by encouraging all of your employees to be a part of social media.  Many are probably out there already.  Hopefully you are building multiple trust agents associated with your brand.  If one decides to leave, you will have many others still out there helping your Customers and further strengthening the brand.  This has been my approach.  For those that pay attention you will notice that I am not on Twitter as much as I was when we first started these efforts.  This is to allow my employees to earn the trust of many people out there.  This is their opportunity to become trust agents.

There are other ways companies may want to consider protecting their interest with these trust agents.  Nothing fancy, but simply using reward and recognition tools and tactics that have been available to businesses for years.  First it all starts with respect and fairness.  Understand your employees and what drives them.  Some are driven for the “fame” and they will be thrilled that they are being recognized.  Others may be motivated by the job itself, and helping Customers.  Some may like to take on additional responsibility.  Reward them with that, they will continue to be happy with the organization.  There will be some that will be driven more financially.  This is a little bit harder, especially in tough economic conditions.  The trouble is everyone feels they are worth well more to the organization then maybe what is reality.  Here you have to be a little more careful in your assessment.  What is the value to your competitor to have someone like this person on their staff?  Is there a market for this individual?  What is the lost value if the person leaves the organization?  Is there a way that you can develop a contract with this person to ensure they stay?  This could also be a way to limit where the trust agent may go, if they do decide to leave.  Vested stock options are another way a company can strive to maintain a relationship with a trust agent for years to come.  These questions have to be thought through, but this is true of anyone that is a asset to a company, no matter the position.  As you can see this is nothing new, companies are always striving to retain top performers.  The only difference here the deciding factor is more due to the groundswell then internal assessment.  Social media does cause companies to lose a little control to the groundswell, but the right tactics will ensure continued success for most organizations.

What would you do to retain a trust agent?

I had other plans for posts this week, but things do get hectic at times.  Wednesday night I did a panel discussion and I was reminded of one of my favorite videos on You Tube, so I decided to share it here.  It cracks me up that it was created my Microsoft.  Enjoy!

In the past year I have built many friendships at Zappos, and I am proud to have learned from them.  One of the greatest experiences from a business perspective was the opportunity to tour Zappos in Las Vegas.  It was the most Customer centered place I have ever been.  During the visit I received their famous culture book and a bag.  I keep both on the top shelf in my office to remind me that it is all powered by service.  So when I heard the news that Amazon was purchasing Zappos and making it a subsidiary of Amazon, I will admit that initially I was concerned.  It is not that I have had a bad experience with Amazon, because the exact opposite is true.  Every interaction I have had there was very good.  One minor service concern was rectified really fast.  I knew the purchase was the best thing for the Zappos shareholders, but what about the culture that I have grown to love?

Tony addressed this in his letter to employees:

“Q: Will the Zappos culture change?

Our culture at Zappos is unique and always evolving and changing, because one of our core values is to Embrace and Drive Change. What happens to our culture is up to us, which has always been true. Just like before, we are in control of our destiny and how our culture evolves.

A big part of the reason why Amazon is interested in us is because they recognize the value of our culture, our people, and our brand. Their desire is for us to continue to grow and develop our culture (and perhaps even a little bit of our culture may rub off on them).

They are not looking to have their folks come in and run Zappos unless we ask them to. That being said, they have a lot of experience and expertise in a lot of areas, so we’re very excited about the opportunities to tap into their knowledge, expertise, and resources, especially on the technology side. This is about making the Zappos brand, culture, and business even stronger than it is today.”

I was still not convinced, but again not due to experience with Amazon, but rather seeing acquisitions in the past with other companies.  As I went down the letter, there was a video with Jeff Bezzos, CEO of Amazon.  I have heard good things about Jeff, but mainly due to investment performance and driving the results of the company.  The video shows a much different side, and one that I felt the need to share:

Maybe this will be a marriage made in heaven.  I wish all involved great success.

Most of my readers know of Jeff Jarvis but for those that do not, he is author (latest is “What Would Google Do“), journalist, and a Customer evangelist (at least based on his Dell Hell example).  You can learn more about Jeff on Wikipedia.  I tend to agree with Jeff Jarvis on many things, and this will be another point that he and I will agree.  Yesterday on Twitter Jeff shared an experience he was having with his local cable provider (not Comcast!).  He followed it up with a post on his Buzz Machine blog.  During his experience with the cable company call center, a representative responded “I dont see you listed as a VIP.  Now I am not going to say something like companies do not have VIP Customer lists, because most I have ever worked for did.  When I worked for Vanguard investments I was a supervisor in their Voyager service, which was for household with $250,000 to $1 million invested (those levels may have changed today).  Since starting my work helping people in social media, someone inevitably steps in and says “you only helped them because they are an influencer.”  Even within Jeff’s comments Cody Brown stated the following:

“If I did this on my twitter, I dont think I would have gotten any response from Verizon or Comcast.

A big problem with going after corporate customer service with Twitter is that if you dont have the follower count, it often goes no where.

Its nepotism when you get better service because you are friends with the VP but what is it when you get better service for having 20K twitter followers?”

Well Cody, my belief is you are just as much an influencer as Jeff Jarvis, and so is every Customer a company interacts with.  I responded to Jeff, not because he is a VIP  Customer, in fact he is not a Customer of Comcast at all.  I responded because he directed a comment specifically to me, and it is only polite to respond.

Social media is making the world a smaller place and it is also providing a lot more control to Customers.  People are sharing their experiences to their new world within places like Facebook and Twitter.  Customers have always communicated bad experiences to others, but the scale is shifting.  The rule of thumb used to be a Customer with a bad experience will tell 10 others, but as Pete Blackshaw points out in the title of his book “Satisfied Customers Tell Three Friends, Angry Customers Tell 3000,”  the scale is getting much larger for everyone.  This is a new world order and the Customer is gaining the upper hand.

Now think of it from your own perspective, what happens when you have a bad experience?  You tell as many as you can.  How many of us are influenced about a product by reading a review on Amazon.com?  I know I have been.  Today there are many influential websites serving Customers, such as the Consumerist, Planet Feedback, Get Satisfaction and many more.  Any person can influence things like search results or the perception of the brand.  You can even look at your Facebook page as having dramatic influence.  Updating your status goes out to all your friends, then others start to comment on it opening it up the influence to their friends and so on.

This is why, in this new world, companies are going to have to improve the Customer experience through all communication channels.  If they do not, they may not have Jeff Jarvis going on a rampage, but it could be someone as simple as “John Smith.”  The person who brings it to light on the internet may not even be the Customer at all.  Instead “John Smith” may share his story and a friend decides to tell so many others.

I have reviewed numerous software for managing social media and discussions on the web.  A feature I always see is “influencer” ratings or rankings.  I believe any company that focuses on the highest rankings is really going the wrong direction.  They are usually working from a PR or marketing perspective and not really striving to listen or help their Customers.  I am not going to say I have not helped people that would be ranked as “influencers,” because I have.  I strive to help all Customers in the same manner.  If you have not seen the ABC story, check out the video on this link.  One of my favorite stories was when I help Michael Arrington, many said it was because of who he was, but within the comments there were comments like these:

Siobhan said “Actually, they monitor a lot of blogging tools and sites. I have a friend who uses LiveJournal who got an email within about 24 hours of complaining about her Comcast service from a legitimate customer service rep, and they sent a tech out to help within a day. So theyre doing it whether youre Michael Arrington or the average Joe on the street.”

Even Michael added a comment “based on twitter messages Im receiving, they are monitoring services in general, not specific influencers. http://twitter.com/angelcitybl…../784144918“

Since the Michael Arrington story, I am sure many others will recognize that my team and I strive to assist everyone to the best of our ability.  Some will say that service is not the same through other communications channels with my company, but I will let everyone know that we are working hard to change that.  In fact the cool part about our efforts is we can learn so much that can then be utilized in other communications channels.  It took us time to get to the level we are at, and it will take time to show these improvements.  I look forward to getting to that point.

I think all of this is why Forrester’s Dr. Natalie Petouhoff wrote a post that I will be discussing later this week about Customer Service leading the way for companies in social media.  Check it out.

I will end this note with a tweet I sent to Jeff Jarvis last night:

On Saturday I was reading the Wall Street Journal and in section B there was an article titled “GM Takes New Direction.”  As we all know GM exited bankruptcy protection on Friday.  It marked a new beginning for the company.  What caught my eye in the article was the 2nd paragraph which stated:

“The new company will put a premium on speed, accountability, and risk taking, and root out the layers of management that had hobbled decision making, he [Frederick “Fritz” Henderson, CEO of GM] said at a news conference.”

Wow, I wonder why they have not done this years ago?  In this time of social networks, and instant communication, speed is the name of the game.  For those on Twitter news is not measured in hours, but more like minutes or even seconds.  But how does this apply to big business?

Well businesses have been changing, even if it is not realized at the top.  With a new generation at the lowest levels, they are not like prior generations.  They want a direct say in the business.  They want to control their own destiny, and one of the ways they will do that is providing their ideas and insights.  It is imperative for organizations to include them in the discussion.  They will tell you everything, whether you want to hear it or not.  I would guess that their actions will force a flattening of the corporate structure, and hopefully the elimination of the typical corporate bureaucracy.

Customers too are now demanding speed and support.  They are tired of not have a personal connection with companies.  As part of this same article Mr. Henderson discussed having his team meet with dealer and consumers around the country.  Wow what a shocking concept.  Yet it took a lot of money, bankruptcy and almost going out of business to think that way.  Hopefully other companies realize this sooner.

The name of the management game is changing.  During my first interview for a management role I was asked what the most important thing for a manager was.  I responded listening.  Needless to say it was the incorrect answer based on the feedback from the interview, but I stand by it.  In the new world order, listening will be the most important attribute of leaders.  You will now have to listen to Customers and employees in a new manner.  Then you will have to further engage them to learn more and to find out if you completely understood.

Social media tools are a great way to consider doing that.  I wonder if GM has built social media tools internally for allowing all levels of the company to communicate with each other?  As we have seen with the uprisings in Iran, social media tools make the world a smaller place.  If used properly internally they can even make a place as large as GM, much smaller.  They can also be used as a means of communicating and listening to Customers.  I do want to emphasize that it is 1 part of what should be an overall plan to listen and engage with all Customers.

I wish GM well as they strive to reinvent themselves, I just hope other companies do not have to go through such drastic steps to realize what needs to be done in this new world.

After seeing the USA Today story on Friday, I was shocked to be referenced as “something of a legend.”  I see everything I have done as really being Customer Service 101.

I started with Comcast in September, 2007 as a manager of Customer Service in Philadelphia.  On my fourth day with the company we were asked to locate a blogger and reach out to them to assist with a problem.  We called and assisted the Customer.  From that day forward, on occasion, we would reach out to bloggers when we had time.  Each and every time we did that the reaction was overwhelmingly positive.  In December I was asked why we did not write on blogs.  I did not realize we could (my background was in financial services and we were not allowed to write on the web regarding work).  This provided us the opportunity to reach out to many bloggers that were typically anonymous.  Reaction remained overwhelmingly positive.  In February, I became the manager of Digital Care (I later became Director of Digital Care), a new role to look at ways we can meet Customer where they already are.  At that time we started to review ways we can assist Customers in this digital world.  We outlined our goals, which were to listen to our Customer and help when we can.  It is very simplistic, but that remains the same goals we work from today.  Early on we learned from others regarding the space (my only experience in social media was a website for our daughter, and, later, our family website ).  We learned quickly that each space is its own community, and you have to treat it as such.  Forums, for example, are peers helping peers, and you do not want to take away from that.  Based on this, we typically private message within forums.  We were introduced to Twitter by a VP of our southwest region, Scott Westerman.  Like other spaces we watched for a long time, reaching out on occasion via phone.  At one point we reached out to Michael Arrington.  In fact it is a day that stands out for me.  I was procrastinating putting in ceiling fans and I was reviewing emails instead.  I was also reviewing RSS feeds that I had set up, including the one for Twitter.  I noticed Michael’s post, and I called him on the phone.  The next day he posted “Comcast, Twitter and the Chicken, Trust me I have a Point.  The neat part about that post was the first few comments were they reached out to you because you are Michael Arrington.  That was simply not true, we reached out because I saw it.  But other people started posting and telling Michael, “They reached out to me, and I am nobody.  That to me is what it is all about, helping anyone in need.

Anyway, that was the first day I actually tweeted.  My original intent behind ComcastCares, was this ID would be used by all members of my team as I learned how to engage in this space.  My original avatar was the Comcast logo and not my picture.  Well after Michael blogs about you, many follow.  Every post offered different types of feedback.  I read every one, and when possible, incorporated the feedback.  I realized the space was personal, and people wanted to interact with other individuals.  It was then I added my name and later my picture.  It is also why now each of my team members has their own ID.  They also decide background and avatar.  All of my tweets, 31,500 and 15,000 direct messages were done by me.  One of the more memorable blog posts discussed me using the word ‘perception and how it was not typically used.  At first I laughed, because I have always used that word, in writing and speaking to people.  What the post really was telling me to do was loosen up a bit.  So I did.  I also learned very quickly that when you are reaching out to someone, do not try to interfere in any way.  So instead of just providing an answer, we may open the conversation with “Can I help?  If they want assistance, they will respond.  I did learn to tweet about other things and loosen up a lot, but you still need to be careful.  I remember during the first Presidential debate I was following much of the discussion via Twitter search.  I really wanted to get involved in the conversation, but I know politics and religion can be difficult when you represent a company.  During that debate Jim Lehrer tried to control both candidates.  Not thinking it was political, I tweeted “Jim Lehrer for President.  I did not realize that some people view him leaning one way or the other, but responses I received made that clear.  So much for being too personal!  The fact is we are writing the book each day as we learn more and more through every social space.  I always enjoy learning and I love when I have the opportunity to learn even more.

One of the best learnings in this space was not so much the interaction, but the valuable feedback and the speed of information.  I now have so many people watching Twitter search, because it usually provides information even before calls come in.  We are then able to react to it and provide Customers the best information.

So that is enough of this after school special!

We have been watching the groundswell of Customers in social media, but a current beta for Facebook will completely change the game.  According to Facebook’s statistics there are over 200 million users, with many rumors topping that number well above 300 million.   Compare this to the rumors regarding the size of Twitter which is about 30 million or more.   We have all watched recent enhancements to Facebook that have more Twitterfied the experience.  Now they are adding the capability to share status with everyone, and potentially this information will be searchable.  But what does this all mean, and why are they doing it?

Rumors last fall were that Facebook was making a bid to buy Twitter, but talks never really took off.  Whether the rumor was true or not, there is no doubt that Facebook saw value in what Twitter has to offer.  We have seen many examples where news has taken off via Twitter.  Most recently the uprisings in Iran were broadcast live via Twitter directly from Iran.  This way of communicating is really making the world a smaller place.  We also watched recently has news of Michael Jackson and Farrah Fawcett passing away.  Even fake news has the ability to spread like wildfire, such as the incorrect rumor of Jeff Goldblum dying.  Every piece of news over the past year or so really started via Twitter.  I am sure the same as true in Facebook, but because there was no central resource of this data, no one would know unless you were friends with those talking.  The top 10 Twitter search was a true game changer.

For those that want to get the most out of Twitter, search makes it really easy.  By entering a few key words you can quickly locate new friends that are talking about things of interest.  Facebook has search but it is limited to thing like people’s bio, groups or specific pages.  Not easy to connect with someone that may be talking about a unique musical interest or something like that.  So to me Facebook was always about existing friends.  Twitter has always been about meeting new friends.

So how is this shifting the power to the Consumer?  Today most people online have a megaphone, but the reach may be just within their reach of friends.  It is easier to spread your thoughts on any businesses that you deal with, but it is limited within Facebook.  By changing the status to be available for everyone, this will now provide a megaphone to speak to 100’s of millions of people at any given time.  How will a company respond?  It is time to think about that now.   Advertising on Facebook has not always had the best reach, especially since people tend not to click on the ads.  Ones that have been successful are typically very unique and very hit or miss.  One of my favorites was the Burger King Whopper giveaway.  But now business will have to find a way to harness the power of the Consumer voice, respond to it and create the right experience.  Of course all of this starts with creating the right experience for products and serviced offered to the Customer (and non-Customers for that matter), otherwise this potential groundswell can be much larger than anything we have seen before.  Also people will talk about a product or service, even if not seeking help through ordinary channels.  This will make it where companies will be forced into the conversation.  The one thing we know is in this Google world, information, right or wrong will always be available through Google.

Ready or not, here comes your Customer!

Today was a sad day in music as Michael Jackson passed away at the age of 50.  I, like many, have said my share of Michael Jackson jokes, but I must admit he really changed music in so many ways.  Starting as a young boy through most of the 80’s his music redefined expectations.  The music video for Thriller redefined how artists wrote songs, and the visuals chosen to represent the music.  There will be so many tributes to Michael’s work in the days and weeks ahead, and it is not my area of expertise, so I will let others do that.

I have written a number of times how Customer Service needs to shift to be more personal and develop relationships, the same is true on the radio.  In recent years the way we hear music on the radio has changed dramatically.   You may not realize it, but many stations use computers to program and play music, and, on many stations, when there is a DJ, it is actually prerecorded voice tracks.  Now that is personal!  Today as I was driving back from Newark, NJ I was listening to a NJ station.  Like many stations they were playing all Michael Jackson songs.  It was reminiscent of when John Lennon passed away back in 1980.  I was only 8 but I remember they kept playing The Beatles.  The DJ popped on to explain what happened and provided personal insights in the career of a great musician.  I was lucky, I was listening to a station with a live DJ and it was an excellent experience to hear live updates regarding Michael and hear there insight.  I wish I remembered the station, but it was closer to NY so not a station I typically listen to.

A good friend of mine, Jason Lee, recently lost his job as the late morning/early afternoon host for Philadelphia’s Ben 95.7 FM (WBEN).  They decided to go with only DJ’s for morning and afternoon drive.  Well this started me thinking, how would stations handle this without a live DJ?  So I started to scan the stations in North Jersey, New York and Philadelphia areas.  What I found were a number of stations that did not have any different programming.  I guess they were not able to change the computer settings???  Other stations did change the programming, but did not have anything (at least while I was listening) to explain why they were playing all Michael, all the time.  That would cause me to switch stations just to find out what was going on.  WBEN at least had their afternoon drive time host record a spot explaining why the were playing Michael.  It was good to see that they recognized the moment and changed programming but I still missed personal interaction.  Out of all the stations I listened to, I was so happy to hear the ones with live DJ’s making a personal connection.  One station not only had a live DJ, but they also encouraged listeners to call in and share their own remembrance of Michael.  I enjoyed the tributes.  That was a great touch, and shows the flexibility of a live DJ.

In this tragic loss, I believe we may have seen an unlikely rebirth of the radio DJ.  I think it is time that radio stations start to connect with their listeners, and this sad event showed the reason why it is so important.  What did you hear on the radio today?

I have talked about it before, but Customer Service across all businesses has been changing, whether it is known externally or internally.  First and foremost the Customer has changed.  I always credit this to the popularity of Amazon reviews, Ebay ratings, and Google in general.  Beyond that the typical Customer Service workforce is changing, they are now filled with the Gen Y, Millennial Generation or whatever the name is today.  This is a group that prefers a more flattened approach.  They want to share their feedback, and they will provide it to whoever will listen, no matter the title of the person.  They are not out to impress, but they will drive their point home.

So what does this all mean for businesses?  The approach for everyone needs to change.  Lets start off with the Gen Y group, they want to be a integral part of the decision making process, they want to fully understand the reasons why decisions are made and they want to be able to provide clear feedback regarding how the business is being run.  Internally it is important to provide tools to allow team members to be able to take this bottom up approach.  Engage them in decisions and take the time to teach them why certain decisions are made.  They are eager to learn, and they will be even more dedicated to the company when they feel involved.  In my observations, I have noticed the baby boomer generation to be more accepting of leaders decisions.  I remember at my prior employer, when I started you would always hear “it is what it is.”  You are not going to change it, so accept it.  Well that was never my style!  Anyway, the Gen X’ers, of which I am a part of, will question things but usually in the end support the decision and move on.  That has never been my style, but for all groups I am generalizing, and I know there are people with other styles.  For companies to better run, and have a cohesive team, it will be important to better explain and involve all levels.  The other thing to realize is if you do not, Gen Y is very resourceful, and will find ways to move the needle in their favor.  I have seen many stories of this, so this will definitely be an important aspect to managing.  They will communicate with friends (“rally the troops”) or even engage the topic in public via social media.  But the good news is, they are really striving to do what they think is right for the company, and, actually in many cases, the Customer.  I have been in Customer Service management for many years and I have seen this many times.  Have you ever had a call and thought the representative was not up to par, maybe even down right rude?  Many times this is not because of the agent, but because they disagree with the policy and they are sending a message to the company through you.  Trust me, in my prior company I managed quality assurance, and I did it by evaluating the company as well as the representatives.  You learn a lot when you start to dig into what is occurring.

Now on to the Customer.  From what I have seen the Customer is tired of companies telling them what they like or dislike.  Amazon reviews (I know there were others prior, but it really took off from there in the US) started shifting that power.  Today if a product is bad, a Customer is going to try to tell as many people as possible.  This can be done through Amazon, but now with the popularity of places like Facebook and Twitter there are now many places to do it.  Companies have to recognize this and make sure their products are at the levels they would want to represent the brand.  Now, more important then ever, service will be leading the way.  Companies have depersonalized interactions through self-service.  There will also be a shift to personalize service again.  Measurements will shift, and in many places already have, from handle time to first contact resolution and Customer satisfaction.

Beyond all this Customers are going to demand more support in ways not noticed before.  How many people have called their internet service provider and the trouble was reported to be the router.  Well from experience I can say it may be, but companies are going to have to find ways to help with all aspects.  This is not easily done, but what I foresee is working with the entire web community to build help that is used with Customers on calls, and for someone surfing the internet looking for help.  I am in the process of designing a way this could be done across many spaces.  Customers will be a part of the answers and they will have the opportunity to help others.  This is not new, but really has been limited to help forums.  But in the future this will be part of the help through all communication channels.

I also think Customers will have a greater say in the service they received.  We have already seen this through all the surveys companies are doing, but I think involvement will go from teaching representatives, to talking with senior leaders.  A lot of the future involves a theme I have always said is the most important part of management: “Listening.”  The funny thing is when I interviewed for a management role at a former employer, Vanguard, I provided that as my response.  The feedback I was given was management was much more than that.  The funny thing is I used the same response for a different management role at Vanguard a few months later and I was hired.  To this day I still believe it is the most important aspect.  Many people around you, including Customers and staff members know so much more.  It pays to listen.

It seems to me that the word converging is used to describe so much that is happening right now.  At Comcast we have used it to describe the combining the way people use products like phone, internet and TV.  But in general we hear it throughout business, especially when we hear about mergers or new partnerships.  We also hear about it in politics, global news and within social media.

A little over a year ago I told a large group of PR people that the best thing about me is that I was not one of them.  This was not done in a negative way, but used to point out that people within social media do not like to have spin or the corporate line.  They prefer dialogue.  Of course I was wrong, and I have grown a lot since that time.  I have learned that we are in a converging world.  PR and Customer Service have a lot in common.  Ultimately good service is good PR.

Last night I received a phone call from a head hunter (probably not a politically correct term, should probably say executive recruiter or something like that).  That was not the first time, but what was interesting was the position was a leader in marketing for a major company.  I am sure I know many people that would be good for the role, but what really shocked me was how I have accomplished many of the goals in a very short time.  How can that be?  I have never been in marketing.  As I say all the time “I am a simple Customer Service guy.”  I guess nothing is simple in today’s world.  Things are changing including the approach to marketing and the shift to conversational marketing.  This is the first time that I could really touch it in a quantifiable way.  My eyes continue to be opened wider each day.

In this online world, it is about dialogue, not dictating the conversation.  It is not about spin but listening and asking questions.  These are both common in good Customer Service experiences.  Worlds are converging everywhere and the real winner is the Customer.