The Business of Kayfabe by Sean Oliver

Author:Sean Oliver [Oliver, Sean]
Language: eng
Format: epub
ISBN: 9781795165808
Published: 2019-02-04T05:00:00+00:00

12. Personalization

THIS BLOOD BOND between customer and company has its roots in their shared passion. Beyond that, the strengthening and reinforcement comes from the production of great product. But there’s also a subtle, psychological element that puts lots of weight in the customer experience. Ask yourself how much personalization your company has. Do your customers know they’re dealing with actual people when they have points of contact with your company? For all the talk of automation these days, one should tread carefully when it comes to customer service. It’s one of the few touches you have with your customers. Don’t screw it up.

There’s nothing more frustrating than being treated like a commodity. We kind of expect this impersonal treatment from mass-market suppliers, like your cell phone company or health insurance provider. But a Business of Blood has been built on the premise of community and kinship. A Business of Blood has that insight into the fan’s mind. We should know better. We can’t expect them to take to the streets for us on the one hand, and expect to depersonalize them on the other.

Social media makes personalization very easy today. It doesn’t mean you have to engage with every tweet or Facebook post. You probably couldn’t, and you’d be answering the same questions multiple times. Fans need to scroll down every once and a while. Kayfabe Commentaries has a Facebook page and a Twitter feed. Posts and tweets from those accounts deal with company issues, teasers of upcoming shows, behind the scenes photos, and anything our company wants to bring to mass market eyes.

My personal Twitter feed is a different story. That’s where I’ll post things that I, not my company, want to share with you. In the quest for personalization, don’t have your company sharing political views or photos of your dinner. That’s for your personal Twitter or Facebook accounts.

Your personalization starts with your product and that’s actually the easiest part. We’ve already established that your passion for this field has created that sense of awareness and insight into your customers. The Blood grants you that all-important initial bond. That’s a huge point of contact, that touch. The next touch is usually when the package arrives, when they get it home, or when the service is performed. So be quick about shipping and appointments if that’s your business.

At Kayfabe Commentaries we go to great lengths to ensure our customer service is remarkable. That’s a major touch for us. While every company talks about customer service being important, they really mean customer service should be convenient for them, not necessarily the customer. Automated or outsourced customer service takes a real gamble with that important touch. In many cases, it destroys it. I get physically ill when I have to reach out to a company for whom I was a patron. I know the runaround is about to begin. It blows.

Today you even see companies use a system that, upon receiving you customer service email, generates an automated email reply that appears to have been written by a person.

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