I’ve just seen a post from a CX vendor on LinkedIn. A number of things concern me, but do not surprise me.
- The vendor is using employees to post corporate content. I’m not sure about you but this is nothing more than corporate spam. The first thing is I know 4 vendors that could say the same thing. It’s a “me to” message, which makes the vendor not look like a “market leader” but an also ran. Social isn’t about a corporate message pushed out through employees.
- Because of this the employee looks like a corporate robot. Social is about your employees talking in an authentic voice. They do not make them selves look good by posting this corporate garbage and are probably damaging their future job prospects.
- The is a photo of a very confusing looking power point, with lots of supplier jargon. Now that might not surprise you but when it’s being presented as “this is amazing”. Is the corporation and it’s employees really that blinkered? I guess so.
- Do people posting on LinkedIn trying to be “cool” think that photos of people talking on stage in front of power points is really “cool”? Selling new world tech and presenting it in this “old world” way does it really win fans?
- Back to this CX strategy. In Europe, We have some amazing legislation called GDPR. It means that I can opt-out of being interrupted by people sending me unsolicited emails, cold calls. This vendor is actually presenting technology that gets around GDPR and they are presenting this as a good idea. In his book “Marketing Revolution” Mark Schaefer talks about this new Marketing plague that is “burning through trust”.
- You, me and everybody want to be treated as human and not as a “lead”. If I register for a white paper, does not give you the right (and certainly does not under GDPR) to call me and email me. Mark Schaefer, tells a story, something we can all relate to. This is where he registered with Salesforce and they called him, email him, remarketed to him. He even, wrote a blog about and they have never apologised. I am currently suffering the same with Microsoft after I looked at their Office website. How great brands, and brands that are loved can fall so far, I’m not sure how or why.
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