Does the above represent how your companie feels? As companies struggle with social media marketting, the biggest struggle is many times with its self. How this often expresses itself is instead of focusing on how they can do better to improve the customer experience, they would rather focus on how they can control the content that exists about themselves. This shows a very dated look at how we invision the way the customer interaction works. Gone are the days of companies telling customers how things are and how they do business.
The new marketplace works by our customers telling others how we do business. Customers want to rate us, tell others how we did, and find out from others how we did. By having all this information readily available our customers can make a more informed decision. Sometimes this shows the warts and all of what we are providing to the customer.
Some people see this and cringe thinking we have to protect our brand. But what this really is is part of the honesty you can build with customers. Additionally without feedback we never know how we are doing as a company. The feedback and ratings give us a stick to measure ourself against. When doing the measuring though you have to ensure that you do not use it as a stick to beat your staff, as sometimes there is just no pleasing the customer. But that can still be a teaching moment.
In the end is your company brave enough to commit to engaging with customers and dealing with their comments and reviews sometimes on your own site. Are you willing to use it as a tool to help establish your honesty and credability with your customers? Are you able to see it for what it truly is? If so these kind of engagements can lead to lasting customer relationships instead of just simple blasting information through your various channels at your customers.