Category Archives: Reality checks

Ending The Week On A Brutal Note

I’ve been informed that I was a bit brutal on the good, hard-working folks at CL&P yesterday. Maybe, but sometimes honesty is mistaken for brutality, and I try always to be honest here on the screed. If any of your relations or friends work for the power company here in Connecticut  I’m sure they’re doing the best they can.  Whomever is directing them, however, needs to think about another profession.

With that in mind, let’s turn to our Foodie Friday Fun. What else but brutal restaurant reviews?  This piece from HuffPo highlights 10 of the most scathing restaurant reviews they could find.  The piece makes a good point – brutal reviews are always more fun to read than positive ones.  As it turn out, they get wider circulation via social media too.  Having written a few bits of snark in my time, I’ll tell you they’re way more fun to write.  I mean, it takes a fair amount of effort to find a clever and accurate way to say “it sucked”.  Each of the reviews cited is fun – I particularly liked this one from Frank Bruni – and well worth a few minutes of your time.  That said, they do raise an interesting business point.

Suppose you were on the receiving end of one of these babies?  Are your listening posts set up to recognize them?  Is there someone who is designated with responding in a non-confrontational, transparent manner?  What do you do if the criticism is accurate and warranted (that gets well beyond fixing some bad reviews, I know)?  Can’t happen to you?  Check out the reviews not related to restaurants on Yelp sometime.  Google will serve up local search results with negative reviews embedded.  Private sites such as Angie’s List can kill you with you ever knowing it.  Brutal, indeed.

It used to be that a negative newspaper review was bad but not fatal.  After all, very few papers have the kind of circulation (even years ago) that could kill a business.  Word of mouth could hurt, but that took a long time, giving a restaurant ( or any other business) a margin for error.  Not any more.  Restaurants open and close in weeks – there is no time to fix it so they need to start out very good and get better, listening to the information flow all the while.  That’s brutal!

Are you listening?

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No Action Speaks Louder

I had another post written for today but after the phone call in the middle of the night I thought of a topic that was more immediate.  This is not a screed on how badly the local utility company is handling the clean-up after Sandy.  OK, maybe it is in part.  It’s also a great lesson, however, in how to manage in a crisis (or how not to).
This is the fourth major power outage in the last couple of  years around here.  Each time there are promises about how the utility will be better prepared and about how communication will be improved and transparent.  When predictions about Sandy got dire, a CL&P spokesperson went on TV with the governor to talk about how many crews were in place and how ready they were to handle the storm.  He raised expectations.  That was lesson #1.
Sure enough, the power went out, which is not their fault.  24 hours later, with 90% of the town out,  there were 2 crews in town although no one seemed to have seen them.  Another day later and there are at least 6 telephone crews out making repairs but no one has seen the power guys.  The handy map they have shows no one has been brought back online.  A+ for transparency  F for action.  There’s also a link to check on your outage status.  When you do so it says, in so many words, we have no clue.  There is no information.

At 3 this morning the telephone rang.  I’m not kidding.  In a panic, I thought a family member was in trouble.  Nope.  A recorded message from – you guessed it – CL&P saying nothing.  It was a big storm, we’re assessing damage, we don’t know when power will be restored.  So glad they woke me up to let me know.  Lesson #2 – when you have nothing to say, don’t wake people up to say it.

Every business has big issues surface from time to time.  Very few businesses have entire communities depending on them.  Almost none are total monopolies.  The bigger and more exclusive your business is, the more it’s imperative that you do more than provide lip service, particularly when it’s the fourth chance you’ve had to prove that you can perform and not just say that you will.

I wish there was an alternative to the incompetent idiots who are running this horror show.  Our mayor (called a first selectman) publicly called these guys out at a press conference: ” the CL&P response left me appallingly disappointed. We did not have the multiple crews promised in advance and progress was unacceptably slow in clearing roadways.”

Once again, they’ve done everything wrong.  Raise expectations and don’t deliver.  Promise to communicate and tell customers nothing.  Lots of words, no action.  Then again, as Lily Tomlin‘s Ernestine used to say, we’re the phone company – we don’t have to care (although the phone company has been great!).  Very instructive, don’t you agree?

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Who Has A Reputation Worse Than Politicians? You Do!

We often hear that the professions that have the worst reputations among the public are bankers and politicians.  A study commissioned by Adobe and fielded by research firm Edelman Berland and reported in Ad Age finds that there is a group of professionals held in lower esteem:  marketers.  The study found that while people understand that marketing is an important role in business, they also think very little of those of us who do it and the value we bring to society.  According to the study, the majority of consumers –53%– stated that most marketing is “a bunch of B.S.”

When asked if marketing benefits society, only 13% of consumers agreed. And compared to other professions, the results were grim. Teachers — despite how little they are often compensated — were valued at the top of the list, followed by scientists and engineers. That’s somewhat to be expected. But what was more surprising was that advertising and marketing ranked below nearly every other profession, including bankers (32%), lawyers (34%) and even politicians (18%). Marketing and advertising were tied with the job of an actor or actress in terms of its value.

Ouch.  Then again, we bring these things on ourselves.  Think about what the public experiences with respect to marketing these days.  Spam in their in boxes.  Data being gathered surreptitiously and used without their knowledge or permission.  Those go along with issues that have been there for years – ads that seem (or are) sleazy (way too much fine print to be real), using media as a bullhorn via the “spray and pray” method, and an industry with not enough accountability for results.

Fortunately, we have a chance to change this as the nature of marketing itself has changed.  While consumers don’t like ads in digital (there’s a lot of evidence on that) they DO welcome the opportunity to engage marketers in conversation via these channels.  The study shows that just 2% of respondents believe information about a brand from a company’s social-media site is credible, however, so there is some work that needs to be done there.  As we’ve discussed before, there needs to be a paradigm shift on the part of we who communicate with consumers before the consumers will respond with a similar shift.  It takes time to build trust.

This is not a study that should make anyone engaged in marketing feel good.  It should be a wake-up call for transparency and more respectful  grown-up dialog with our customers.  That’s my take.  What’s yours?

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