Memo To Businesses: Responsiveness Is No Longer A Choice

By Dave Kerpen  

20 years ago, companies could afford to keep people on hold for an hour on the phone. Those companies might have had monopolies, and furthermore, consumers didn't have anywhere to talk if they chose to hang up the phone.

Consumers have somewhere to talk now.

Over 1 billion people use Facebook, Twitter, YouTube and other social media. They talk to each other and to brands. A lot. Word spreads, quickly, about the good, the bad and the ugly.

And most companies that had monopolies 20 years ago no longer do.  Deregulation and more consumer-friendly startups have bred new competition, all of which benefits the consumer.

Can brands really afford NOT to respond to every customer inquiry on Facebook or Twitter? Can they keep you on hold on the phone for longer than a few minutes?

The responsive business is a likeable business and the business that will still exist in five years.

Want to learn more about why it pays to be likeable? Let us teach you at SXSW in 2013. Vote for our session here!