This is a great question and one that if I could answer would make me a millionaire.
For my ten pence worth. Nothing will really change that much. People are people. The issue now for Marketers is that our customers are now a lot closer to us and can effect our businesses in ways we never imagined before.
There are two ways of looking at this.
- We can stay frightened at the "Nasty" customers who aren't happy with our us and are telling everyone and spoiling our profit margin.
- We can engage with our customers and listen to what they tell us and act one it. That way we'll ensure that they spread the word about what great companies we have and how "they really listened and did what I asked them to."
For the last 100 years or so business has been moving away from interaction with customers. From the corner shop we moved to the faceless supermarket. Now we've gone full circle. Even the largest companies have to take notice of the little guy. They now have real power and can spread good or bad for you and your company in the blink of and email.
Which would you rather they do?
Don't be afraid. Dive in and engage with your customers. If you're afraid of doing it then do you have ask yourself "Have I got something to hide"? If you have then start changing. If they don't know what your hiding, they soon will. And they'll tell everyone!