UnSelling: The New Customer Experience

Chapter 21The Pulse of an UnAwesome Industry

“Sure, Scott, Ubisoft can be do amazing things in its industry because video games are cool! But in my industry (enter any other industry…ever), we have rules and standards and guidelines that keep us from using Twitter/Facebook/blogs. How can we make great choices and take the pulse of our industry when the pulse is soooooo serious?”

Industry factors that affect company decisions can include everything from professional standards (licenses and accreditation) to trends, competitors, and new developments in technology. It always seems to people that their industry is the most rigid. This year alone, I was lucky enough to travel around the world, speaking to groups from a wide range of industries, from hospitality, to real estate, to investment and money management, to retail and franchising. Every one comes with its own unique pros and cons when it comes to social media and all forms of communication with their markets.

Sometimes, being part of a seemingly rigid industry encourages companies to do amazing things, creating experiences that are adored by customers and that help grow their businesses and shape their brands for the better. Other times, the industry becomes an excuse, for bad service, for bad experiences, and sometimes for not even trying. I couldn't even count how many times an audience member has dismissed the opportunities for community building online with an industry excuse: “Well, Scott, I can't possibly write a blog. ...