What's up with your customers?

04 Jun 08 - Arthur Einstein

ATT Wireless has been airing a TV commercial that’s simply joyous. It’s a bunch of happy mobile customers doing their thing –strolling along, walking the dog, calling friends and saying ‘Hi’, ‘Howdy’ Whatcha doin’? ‘What’s up?’

I think of it as a Web 2.0, ‘next generation’ spot. Totally social. And ATT’s message is unmistakable: “staying in touch is good for relationships and you don’t need to log on to Facebook to do it, friend – just use that wonderful little gadget in you pocket and stay wired to your friends”.

As a customer relationship wonk I’ve been thinking about this campaign and wondering why more companies don’t apply this kind of thinking to their business relationships. Instead, when customers hear from their suppliers they expect a sales pitch – and that’s what they get. Accountability has become king, and the king says maximize the revenue of every marketing dollar. And do it now!