Companies actually listening to their customers
Did you ever see the movie Crazy People? It came out in the early 90′s and starred Dudley Moore and Darryl Hannah. The premise of the movie was Dudley Moore was an ad executive who reached his breaking point because he had to lie everyday in his work. He eventually found himself in a mental hospital and began working with other mental patients on ads that only told the truth. The movie was not the best movie, but it popped in my head recently when I watched a number of Sprint television commercials. I am sure you have seen them, they have Sprint’s CEO Dan Hesse walking down several New York City streets talking about the digital revolution and how “cool” these new cell phones are. He ends the commercials asking us to join him in the digital revolution.
Now for the last what couple of years Sprint has been hemoraging customers. If you take five minutes and do a few searches on the web, you would quickly realize that many of the customers left because they believed Sprint had atrocious customer service. Give it a shot, do a Google search for “Sprint sucks”. Now I don’t know anything about Sprint’s CEO Dan Hesse and I have not been a Sprint customer for many years, but instead of spending millions of dollars on commercials that talk about the “digital revolution” wouldn’t that time and money be spent more wisely talking about how Sprint has heard the complaints and feedback and is taking steps to change?
Am I nuts or would a commercial with Dan Hesse sitting in a diner saying, “We have made mistakes in the past. We have listened to our past and present customers’ feedback and we realized that without great customer service our cool phones and great plans mean nothing. That is why Sprint has made the following changes…. Yada yada yada..”
I think a commercial like that would raise more attention and deliver a greater ROI than their present, “You can update your Facebook status from our phones, how cool” commercials. Though if Dan Hesse Sprint CEO would ask me, I would say cut down your TV media buy considerably and put that money into engaging with your present and potential customers online. Though now I am just plain talking crazy.
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CEO’s don’t have any credibility these days so Hesse’s monologue is probably not swaying anyone.
The fact that you have to ask us to Google “Sprint sucks” is evidence enough that bringing up their shoddy reputation would be a poor move. Sprint has to ask themselves, do we want to gain new customers fresh or do we want to gain them from people who have already discontinued our services once in the past? Cognitive dissonance, man.