Don’t Touch!

Wet Paint

Ever deal with a hot stove or wet paint? Most of the time, the latter has a sign posted around it that says exactly what it is. Generally, most people avoid it but there’s always some genius who has to check it out by sticking a finger in to see how wet it really might be.
If you’re a parent, the hot stove lesson is teaching your kids to pay attention to feedback from others about things going on around them. I tell you it’s hot and if you ignore me you’re going to be sorry. Which is why I find something really perplexing.I saw an article on a study yesterday.  This is what it said:

Marketers don’t make changes to their products based on customer feedback, even though monitoring customer feedback is among the most common business uses of social media, according to nearly 70 percent of marketers who say they have never made a change to their products or marketing efforts based on consumer feedback on social media sites, according to a Social Media Survey conducted on behalf of PRWeek and MS&L by PRWeek and CA Walker. The first-ever PRWeek/MS&L Social Media Survey polled 271 U.S. chief marketing officers, VP of marketing and marketing directors about their use and perceptions of social media.

The top three business uses of social media are managing and monitoring customer feedback (41%) and understanding the consumer and competitive landscape (41%) topped the list, followed by reaching key influencers (33%). But while they are monitoring that feedback, they aren’t using it to make critical changes to their products or marketing efforts.

Let’s see.  If you install smoke alarms and they go off, do you ignore them?  How about that pesky “Fuel Low” light in your car?  If you don’t pay attention, you might find yourself with some fairly large problems.  In my mind, the above is exactly the same thing.  It’s Dad saying “that’s hot” or the alarms or wet paint signs.  If you’re spending time and resources to monitor social media and consumer sentiment (critical to do, by the way), and you’re ignoring the results, why bother?

Ever wonder why many businesses are in trouble?  Here’s another clue!  Are you paying attention to what your customers are telling you?  If not, why not?

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