The Future is "social"

I cautiously admire the rapid change in marketing and customer relationship caused by the social networks booming. While 5 or 6 years ago some "gurus" predicted that the future was turning 100% "social" reality has shown us that these networks have democratized further dealings with the client but have not eliminated traditional channels or promotional techniques forever. Nevertheless, they have transformed these techniques in a way they shall be supported by an active presence on social media. This way the client, or potential client, will refer to these channels as a relevant aid supporting their purchase decisions.

In some sectors, the change has been even blunter, in others the actors do not agree on the scope of the actual influence of the networks. Time will help us see up to where this revolution evolves, but the statistics and data of 2012 seem to indicate at this point that users do not find in them the most determining factor in their final decision anyway.

I've always had the belief that the key to customer loyalty, especially in the service sector, are proximity, transparency and pro-activity. Since the late 80s we find in Harvard study cases several reports that shared success stories in customer loyalty in the hotel industry through programs called "empowering the front line." These consisted in directly delegating decision making and initiative to resolve issues with clients to staff working in direct contact with them, especially in awkward situations or unpleasant service failures. The front desk of the Hilton chain, for instance, had some freedom and a monthly budget that could be used to resolve these uncomfortable situations immediately and at their discretion. With that they were not just pleasantly surprising customer in a "crisis" but also were encouraging employee motivation by letting such responsibilities in their hands. Everyone who worked in that kind of position knows how important it is to decide with immediacy and resources available to address any problematic situation with a client that we have face to face.

I perceive social networks as an evolution for companies and brands of that direct “face to face” relationship with the customer. Their active presence in the 2.0 environment has become a key requirement in order to compete in today's market and is a definitive approach to transparency and accessibility of information that consumers demand today. Not just that as social networks are a meeting point where users can share ideas, opinions and advice about these particular brands or products. Every company that wants to survive on today´s environment must listen to what consumers say and these networks have already become fundamental tools for exchanging valuable information between consumers and suppliers of goods or services. It seems a clear evolution in the same direction as what 30 years ago were cases of success in customer retention strategies, but now every company should take the drift if they do not want to lose the pulse of their market.

We must be attentive to the course B2C relationships wil be taking during this coming decade. In the breeding ground of this boom we are clearly experiencing there are new ways of working, new positions in companies that just very few years ago we could not even imagine to become fundamental part of their structures as they are today. It motivates me a lot to be an active observer and part to find out if we have a new "tech bubble" or we are at the first steps of a real revolution into the ultimate democratization on our habits of consuming and relating.