Placing Yourself in the Hot Seat

In a recent post at his Web Strategy by Jeremiah blog, Jeremiah Owyang discusses three conversations most companies would rather not have with their customers. Though uncomfortable, he argues, these are actually some of the most important dialogues you can initiate:

Ask for feedback. "Take a look around," says Owyang. "How many 'corporate' blogs ask for raw, unfiltered product feedback?" The implied answer: Not many. Why? Most companies want to play up their strengths and downplay their weaknesses. They don't have the nerve to face the criticism, or to do anything with it—and they're not sure how to respond. Feedback, good or bad, will only make your company stronger.

Say positive things about the competition. Though we're programmed to think we should never acknowledge a competitor's strengths, Owyang claims this is a mistake. "The thing is," he says, "customers and prospects talk about your competition, and they will often be analyzing you, and them, and not everything said will be negatives. Companies that recognize that their worthy competition ... become more relevant, trusted and authentic than ever before."

Admit you were wrong. Attempts to spin, redirect or ignore criticism will be patently obvious. When your company gets something wrong, you earn more credit with your customers by fessing up.

The Po!nt: "Sure these conversations are difficult to have," writes Owyang, "but they are the same conversations your customers are having with your prospects—so why the veil?"

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