"We Sincerely Apologize"

Over the last several weeks we have examined companies and campaigns that use social media to listen to, talk with, and energize the groundswell.  Most of the companies we have looked at so far are using social media pretty successfully.  Today, we are going to look at Spectrum, a TV, internet, and phone provider which has been much less successful in their use of social media than other organizations we have looked at.  The video below is a typical experience that many Spectrum customers have blogged or written about online.

"We sincerely apologize" and "I am so sorry for the service issue" are two variations of the typical internet response from company representatives that we see on social media.  Has receiving a half-hearted, and probably insincere, apology from a company representative ever fixed a problem you were having? Me neither!  Unfortunately, this is a typical response that Spectrum sends its customers when they complain about problems with their Spectrum service.  Spectrum uses Facebook, Twitter, Instagram, and Youtube.  And unfortunately for Spectrum, customers are angry across every platform.

In an attempt to corral the negative comments and complaints Spectrum introduced the Twitter profile Ask Spectrum where customers can tweet their problem and receive help from the Spectrum customer support team.  However, the response from a customer service representative is typically a "copy and paste", generic-looking response asking the customer to direct message their account information to receive assistance.  For example, the response below was sent to several different customers who tweeted that they needed assistance with different problems.

It is possible that the customers who tweeted their problem on Twitter had their problem solved in the privacy of their Twitter direct messages.  However, seeing as the rating of Spectrum services earns only 1.3 out of 5.0 stars on Facebook, I think it is safe to say that Spectrum customers are not satisfied with the service or support they are receiving, at least not in Worcester.

We know from Groundswell that one way listening to the groundswell changes your organization is through the "no-more-being-stupid factor" (97).  As we are seeing here, Spectrum customers are ruthlessly exposing Spectrum's stupid, unfair, or useless policies, procedures, and products.  Li and Bernoff state that companies must listen to the complaints from the groundswell and stop being stupid!  However, many cable companies, including Spectrum, can get away with continuing to be stupid because they hold a monopoly in many areas.  Therefore, no matter how much their customers complain, there is likely little competition in the area, and few, if no other providers for the customers to turn to.

Poor customer service, half-hearted online apologies, and the continuation of stupid practices despite anger from the groundswell are just a few reasons why Spectrum has built an online community of anti-Spectrum enthusiasts.  Spectrum may be able to salvage their online presence if they recognize the importance of having the groundswell on their side and commit to strengthening their customer service practices.  However, until they realize the importance of having positive buzz, the groundswell will continue to mercilessly expose Spectrum's stupidity.

Zox Communities

If you were asked to identify the single most important aspect when trying to tap into the groundswell, what would you say?  Personally, I would argue relationships!  Relationships are a key component in energizing the groundswell about our products and services.  According to Li and Bernoff there are three techniques to build relationships and energize our customers using the groundswell:

1. Utilize ratings and reviews
2. Create a community
3. Energizing existing communities. 

The company we are going to look at today, Zox, created online communities related to their brand to energize their customers.

Zox is an accessory company started by the Kuipers brothers several years ago.  Zox makes limited-edition wristbands, clothing, and backpacks.  If there is anything the "bros" do better than producing one-of-a-kind accessories, it is marketing their brand on social media and creating communities to energize their customers.  Zox markets their products across a variety of platforms including Facebook, Twitter, and Instagram.  However, we know that simply posting to these platforms is not enough.  Brands must use these platforms to build relationships with their customers and engage the groundswell.

Brandon, Jason, and Jordan Kuipers- Creators of Zox

One strategy that Zox has used to energize their customers is by creating a community built around the love of the collectible straps.  This program is called Zox VIP.  Built into this program are rewards, a referral system, access to the Zox VIP community, and invitations to Zox meet-ups.  While each of these features has their own benefits, we are just going to focus on their use of communities to energize customers.

The Zox VIP community is a closed group on Facebook with over 7,300 members.  Zox VIP is a place where "Zoxers" can share their love of the products and connect with each other and the Kuipers.  Zox energizes the VIP customers by sharing information not yet available to non-VIP customers, hosting special giveaways and swaps, soliciting ideas for new products, and running a live stream where Zoxers can participate in a real-time Q+A and discussion. 

Energizing our customers has huge benefits for our brand.  For Zox, energizing their customers through the VIP community helps build relationships between themselves as owners and their customers, increases customer excitement and loyalty, creates brand enthusiasts who will market Zox through word-of-mouth, and increases their return on investment.  However, we also know that the benefits of building communities within the groundswell cannot come without some risk!  Once the groundswell begins to talk about your brand, what they say is out of your control.   On the VIP page, Zox has encountered some of the risks that come with building an online community, including a large number of complaints or negative posts regarding their brand and products.  In addition, there has been an overwhelming growth of the community, leaving the brothers struggling to keep up with the increased demands.

Cultivating our communities is the same as cultivating any other relationship, it requires time, patience, and constant adjustment to continue its good health and growth.  Zox is finding themselves in a place where their customer base has expanded and their online communities have followed close behind.  In turn, they must adjust their approach and consider expanding their marketing and brand monitoring.  To maintain a strong and positive online presence and community, we must always be adjusting our strategies, continuing to listen to the groundswell, and embracing our brand enthusiasts.

What do you think?  Has Zox used online communities effectively? How can they make adjustments to ensure their communities continue to grow in a positive way?