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Broadcasting isn't the same as listening

Published 8 days ago • 2 min read

Most companies think they're talking to their customers. They're not. They're talking at them.

There's a difference. A big one.

The FAQ page, the knowledge base, the social posts, the email campaigns ... those are broadcasts. Carefully packaged, one-directional, designed to answer questions before anyone asks them. Efficient. Scalable. And completely missing the point.

Because no matter what you build, customers still want a human. They always have. The volume of resources you throw at them doesn't change that instinct. It just delays the moment they go looking for a person anyway.

"You can go ahead and do social media. ... We can create blogs. We can create what we call knowledge base articles ... but as consumers, no matter what, even if you give them all those resources, they're still going to go, I want a human person." - Greg

That's not a content strategy problem. It's a community problem.

A break before we continue...

Some of you know me from CX Passport. Some of you may not know there’s another storytelling world in my life.

That world recently turned into a book co-authored with my wife, Clancy.

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Now back to the newsletter...

An audience consumes. A community talks back. They surface use cases you never designed for. They show you what your product actually means to them, not what you intended it to mean.

In this week's CX Passport, Greg Wasserman makes the case that humanizing your company isn't a marketing tactic. It's the whole game.

The companies getting this right aren't just publishing more content. They're creating places where customers feel heard. Where the engineers can see what's actually going on. Where the relationship outlasts the transaction.

That's community. Everything else is just noise with a posting schedule.

Put those tray tables up and buckle those seat belts. Let’s go!

-Rick

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What’s on tap this week?…

Host - Rick Denton

Rick believes the best meals are served outside and require a passport

The One Where Everyone Should Have A Podcast - Greg Wasserman E257

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