Advice from the blogosphere simply masquerades as 'conversation'

What do we mean when we talk about "conversations" with customers? Any idea?

To me, engaging your customers in dialog means giving them the opportunities and the tools to get answers, information and yes, even provide ideas for new products/services.

It means listening and responding appropriately, with tact and courtesy and speed.

It means sharing information in easy-to-understand ways.

There is nothing new in all this ... except that some of the tools have changed. We might monitor blogs rather than conduct focus groups, for example. But good companies have always listened -- and responded -- appropriately.

Of course, engaging with customers doesn't mean turning a deaf ear to profits or common sense. In that regard, what the customer wants doesn't always make for good business.

Here's an example.

Years ago, my wife's college roommate worked as a retail sales manager for a large clothing store chain.

The company's policy was to accept ANY return regardless of whether the customer had a receipt. If the customer demanded her money (it was a women's store), the refund was given.

Day after day, our hard-working manager would accept clothing that was worn, torn or possibly stolen -- and she'd hand out hard cash in exchange.

The last straw came when a woman brought back a pair of shoes and asked for her money back. The manager resisted ... "are you sure you bought those here?"

The woman insisted, and the exchange got testy. So the manager refunded her money, and swore that day to leave the chain.

Why? The store didn't even sell shoes! The manager knew it. The "customer" knew it. But she also knew she could get her way ... and she did.

I tell you that story to illlustrate a point. There seems to be an awful lot of misconceptions floating around today about the complex relationship between sellers and buyers. Many are fueled by the consultants, conference speakers and authors who make up the PR/marketing blogosphere.

They revel in the power of a blogger to stir things up, regardless of whether the "stirring" is justified or not.

Is a conversation giving an angry blogger every thing he/she asks for, just to keep them quiet?

Is a conversation allowing people to use your products in ways that might be dangerous?

Is a conversation simply airing all your company's dirty laundry, simply for the delight of the blogerati?

I don't think so.

In fact, day after day I see poor advice handed out to companies via blogs. Whether it's a lack of common sense, no experience at the corporate level or just giddiness over new-found power, I don't know.

Like giving refunds on shoes you don't sell, however, their constant drumbeat masquerades as "customer service"... with about as much ROI.