My friend Ken wrote a nice piece a couple days ago about ROI and the role of the community manager. In particular, I liked this observation:
… The community is not a structured presence. You cannot simply pen in the community as they’re a wild herd of virtual voices. The skill of the community manager is their expert knowledge in finding these “voices” and listening to them.
[From Managing ROI for Community Managers | TheLetterTwo.com]
Darius says “Go read the whole thing…”
Last week I attended the VRM West Coast Workshop and one of the many impressive folks I met there was Joe Andrieu of Switchbook. In a recent blog post, Joe describes the The Identity Quartet – the key services that allow user to express their identity in online services. It’s one of the most clear descriptions of the identifier issues I’ve read. Joe even makes the point:
The Identity Quartet pattern isn’t rocket science. In fact, it makes things simpler when it comes to security, maintenance, and user control. The Quartet makes systems more flexible and more secure while giving users more freedom to manage how they interact and present themselves online. It is one way to turn user-centric Identity services of OpenID and Information Cards into truly user-driven Identity.
[From The Identity Quartet]
His post is recommended for anyone wanting to start understanding the issues of identity and security in internet applications and services. Check it out!
I’m not sure I like “4th party” as a description. We spent way too much time at the VRM West Coast Workshop wrangling over the naming of firs, second and third. But when you get past all that, this key idea is really something big:
VRM is about enabling the first party. It is also about building fourth-party user-driven (and within that, customer-driven) services, which make use of first-party enablement.
…
Fourth parties will provide many services for first parties. In fact, VRM should grow large new fourth party businesses, and give new work to large old businesses in the same categories. (Banks, brokers and insurance companies come to mind.) Native enablements, however, need to live with first parties alone, even if fourth parties provide hosting services for those enablements.
Fourth parties also need to be substitutable. They need service portability, just as the customer needs data portability between fourth (and other) party services. That way whatever they can provide can be swapped out by the user, if need be.
The combination of service portability and data portability doesn’t just put the user in charge, it also makes the data better. Companies should be very interested in that.
Some things that seem to be good are actually failure.
I’ll use an example tech support pros will all know: A customer calls, you know the answer, you give it to them and it works, and everyone is happy. Simple, straightforward, case closed. Right?
No. This is a failure. Simply put, if you knew the answer then why did the customer need to call you for it? Why wasn’t the answer quickly available to them? Why wasn’t it already fixed in the product?
The answer immediately at hand for tech support tells you that something else has failed to work, or isn’t completed. Measure it, for sure, but you must drive those known answers out of your system.
In your business, what is it that looks on the surface like a good thing, but is actually an indicator of a more fundamental failure?
This just cracked me up…
Markets are Hanging Up On Customers
I just recorded my call with Apple Support to improve customer service:
[Click to listen] How to hang up on a Mobile Me customer.
[From ProjectVRM Blog » Markets are Hanging Up On Customers]
Follow the link and have a listen. Truly amazing.
A few days ago, someone walked up to Michael Arrington and spat on him. For those who missed this news, here is an excerpt and link from Michael’s own blog:
Yesterday as I was leaving the DLD Conference in Munich, Germany someone walked up to me and quite deliberately spat in my face. Before I even understood what was happening, he veered off into the crowd, just another dark head in a dark suit. People around me stared, then looked away and continued their conversation.
[From Some Things Need To Change]
This isn’t about Michael Arrington. Or Techcrunch.
There are many people who have inexplicably aggressive or even violent responses to what most of us would consider everyday frustrations. So what can you do? In the heat of the moment, it may be hard to choose your response because you be too shocked, confused or furious to think straight.
I’ve found myself distressed and frustrated after these encounters, even ruminating over the response I should have made, or the visceral reaction my ego would have enjoyed. But sometimes I manage to handle something really well. This doesn’t happen because I’m brilliant or cool, but because I’ve spent years working in support and service professionally.
In the support and service business, the customer who flies off the handle shouldn’t shock you, and certainly shouldn’t make you react angrily. You’re dealing with people, so it’s just part of the job – but too many companies don’t give their teams the training and support they need to handle tough customer situations.
The typical class on handling difficult customers is a couple of hours of role playing where people give rote responses to faked aggressive behavior. This can be great for giving your team basic ideas about what’s acceptable, but it’s not going to be enough to build the poise and professional manner that I see in the best teams. To do that you need ongoing refinement and support. You need some way of making it interesting. Most importantly, you need to reinforce in your team these key ideas:
This is the same stuff you would teach in one of those role playing classes. But the key is to continue to build a more sophisticated response to difficult behavior into everyone in your team. You need to keep the momentum; keep your team talking about difficult situations and how they have handled it. This process has these aims:
Whether you do this sharing as part of regular team meetings, or posting a “Story of the Week” on an in-house blog (comments enabled!) the secret is to make this an ongoing learning experience that is fun and positive. You want this to be part of your team culture.
Arrington is taking a break, which is for him probably a good idea, so he can relax and get his head straight after such a personal attack. I wish him well.
When dealing with complex issues that spread across functional lines, a senior executive focusing on the issue can being important focus and coordination to the effort.
But too often, people are paying more attention to the politics of Turf instead of the value of that cross-organization emphasis.
I started thinking about this after reading a piece by Jonathan Martin of Politico. He may be right about Obama’s strategy. He believes he’s bringing power in closer to him and taking authority away from Cabinet positions. For example:
“Czar” Carol Browner will head up Obama’s fight on global warming, where once his energy and environmental chiefs might have stepped in.
[From West Wing on steroids in Obama W.H. – Jonathan Martin – Politico.com]
But the spread of authority on some issues, such as global warming, is exactly the problem that needs to be fixed. These problems need focus and it helps to have someone focusing on the issue and actively figuring out how to bring together the disparate objectives throughout the administration.
The same applies to any organization. This approach can be great for everyone involved. But infighting and turf battles do happen.
What’s the key? How does it all come together? What is it that really makes the difference?
Robert Scoble posted details of this week’s blow-up over failing drives and censored forum posts:
Seagate (maker of hard drives and storage devices) has been getting slammed on forums and blogs the past couple of days. Partly because they had a bad batch of hard drives and didn’t properly recognize or fix the problem quickly. Partly because they removed a few anti-Seagate threads from its forums.
This one is going in my file for great examples. It’s surprising how often you’ve got to walk companies through this logic.
This week, Ross Mayfield makes an interesting point about the level of service experience at the Apple Store. It’s a brilliant post and poses some great follow-on questions, but the thing I liked most was this point about support knowledge:
But I think Apple gets something more than the value of customer experience. According to the Consortium of Service Innovation, there is an iceberg effect for product knowledge. 90% of conversations about supporting products never touch the company. Only 10% touch the call center. And 1% of this service and product quality knowledge are assimilated.
Sometimes this distribution is purposeful. Support is viewed as a cost center. Time to resolution (which we’ve decreased by as much as 30%) often trumps customer satisfaction or capturing knowledge. Worst practices are often employed to incent contact center reps to avoid contact.
The problem is far worse with multi-vendor support. Multi-vendor issues take 3-4 times longer to resolve. So almost all vendors explicitly do not support these issues at all. There is some promise in Vendor Relationship Management, or communities that address systemic needs through the demand side supplying itself, but only the beginning of promise.
[From Ross Mayfield’s Weblog: Service and the Fifty Percent Rule]
How is your performance? Do you even measure knowledge creation rates? Do you know how many of your support center cases are already solved in the knowledge base, but customers aren’t finding it?
Perhaps more importantly, have you moved past “call avoidance” to embrace Customer Engagement the way Apple has in the Apple Store?
The May 30th Gillmor Gang is all about FriendFeed and it’s one of the best I’ve heard.
http://gillmorgang.techcrunch.com/2008/05/31/gillmor-gang-053008/
Why FriendFeed Matters
Bret Taylor of FriendFeed makes the point that different people use different tools, and that’s one of the reasons he created FriendFeed. He says: “The union of all of your friend’s one or two services is a really diverse set of information and a really diverse array of services.”
For me, this is the key point. I shouldn’t have to use the same tool as my friends in order to see their photos, videos, favorite music or movies, recommended news articles or podcasts. The key is in how usable my view into all this information can be.
Following the conversation
Today we can search, but when the conversation is flying, I really want to see “who else is talking about this”. Within that view, I may want to be able to limit it to what my friends are saying, or maybe what their friends are saying, or just see the whole conversation.
This is not a trivial problem. The conversation isn’t a single thread; it doesn’t start from a single place. So bringing it all together in a coherent way is not easy. I shouldn’t have to be an expert at crafting a search string in order to find and follow the conversation. That search complexity should be hidden – It needs to be a usable, intuitive interface that lets me focus on the content, on the conversation.
Segmentation of content
I’m not very interested in Robert Scoble’s twitter feed or his shows on Qik, but I’m very interested in his events list on Upcoming, shared items from Google Reader and his detailed posts on technology. Can FriendFeed be the place where I follow just the parts of Scoble’s prodigious output that interests me? Can this kind of fussy control be provided without making the user experience so dense that it drives away users?
Take a Listen
The Gillmor Gang today covered all these questions and more. It was a fascinating hour, and the FriendFeed team handled it all thoughtfully and with great insight.
Hugh McLeod says “Being a nucleus is the money shot” for FriendFeed, and I think he’s right. The FriendFeed team seems poised to really make it work.