Is there a scenario where corporate blogging is a bad idea?
You have the resources to manage a corporate blog, and even keep it regularly updated, but should you be doing it?
I think if you can get your message out, you should. But your actions will always trump your words, and in the case of the wireless telecommunications industry, it may be better to make large scale changes to affect a better customer experience before you start telling us all your good news.
Sprint just launched a new website, and along with it a blog has surfaced, written by Vicki Warker, currently Sprint’s Vice President of Product Management & Marketing. (Update: the blog has been around since May, but is picking up steam.)
I can understand Sprint recognizes the power of blogging as a PR tool. Steve Rubel and others have welcomed their entry into the world of blogging. But will this one voice in the wilderness be enough to positively affect their image?
There has to be someone at Sprint who’s done a technorati search of their Company- it’s not pretty. Two blogs of notice come up immediately: Sprint Really Sucks and the Customer Service Hell Blog. Pretty ballsy move entering into such a volatile environment.
There’s a PR maxim that in the case of negative press, you want to get your story out immediately. The thing is there’s also what I believe to be the most important PR maxim- your actions speak louder than your words.
No one is blind to the average Wireless service customer experience. They offer you a dream world of endless nighttime and weekend minutes. They promise to keep you connected to the new age of instant communication- instant messages, picture messages the internet and the like. They offer free phones, discounts for new signups, etc. But once the 30 day honeymoon is over, the nightmare begins.
Who doesn’t have a story of a “customer service” rep who was less than interested to hear about your broken phone because you failed to purchase their new protection plan? Who hasn’t had to endure the automated system nightmare, only to find out 30 minutes into the call that their offices were closed or once you did hear a human voice, the fifth person talking to you didn’t have the authority to help?
It’s a result of a product-focused industry with a rabid desire for contracts, and little more else. They talk a great game to get you into bed, but when you wake up the next morning don’t expect breakfast- just grab your stuff, get out and don’t call for two years.
It’s obvious when you walk into most of their offices. You see an army of salespeople- not service people. If you labeled their industry by their public image it would be called simply wireless sales. If one provider could come out who actually delivered an exceptional customer service- one provider who treated customers just as good after they signed their contract as they did before, we would welcome their message.
As it stands, I believe Sprint may be wasting their time if all they’ve changed is their online storefront. If the “New Sprint” is nothing more than a new discount or a new campaign it won’t be worth blogging. As a Sprint customer, my hope is that for every person involved with their new online image and online message, that there are thousands working on a new customer experience. Welcome to the conversation, Sprint- if you listen well and back up your talk it could prove very, very fruitful.
Technorati Tags : Sprint, Vicki, Warker, Steve, Rubel, technorati, Corporate+Blog
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