Global Director Consumer Experience Ops (Social, Apps, Consumer Service Experience) | NIKE FAMILIES - CARE COUNCIL | Views are my own and do not reflect that of my employer
Members of our social engagement and service team have gone on to work in product, tech, marketing, experience design, insights and many other functions within the org. Because...this is where I tell you a super secret industry insight. ...Ready? ...Shhhhh....come closer...it's super secret. ...ok... The people who listen and talk to your consumer day in and day out are invaluable and bring a wealth of knowledge to the larger org that no agency, research, or survey can provide. It is an underestimated skill set to be able to take someone who is at their weakest point of brand affinity (like when they have an issue) and reconnect them to the brand in an authentic way. The combination of consumer knowledge + brand delivery is the greatest thing you should learn during a stint in social. That skill set, my friends, is gold.
I had an experience where my husband’s 2 customized pairs of nike freerun had issues, breaking in the same place. Now this is when you get mad at a brand and say “never again”, isn’t it? Well…. Someone, I am now guessing in your team Sami Unrau, said was sorry to hear it, asked only for a couple of photos and made it easy peasy to get a full refund after a few months of use. They were overall transmitting a nice helpful attitude. And we loved that they didn’t push a new product or something at us. Just our money back. So we said…ok…this company does care about its customers… so take a wild guess what brand all our running shoes are…
I could not agree more - I have met so many of Riskonnect's customers via my role leading their Global Social Team since we have a series called 'Customer Spotlight' where I do a short video with them, interviewing them on particular aspects of their customer journey with us. I could list 5-6 customers by brand and name if someone from the C-Suite were to stop and ask me to provide them with a list. You can't beat that in most roles (except maybe Customer Support!)
It goes all the way back to Employee #1. Jeff Johnson was a runner, sold shoes at track meets and opened the company’s first store. He was the definition of “social engagement” and a “service team” of one. 💪
This is why I have always been passionate about using my own skills in account management, business development, Ops, strategy to work with customer success. Because I've seen it inside out and getting that viewpoint outside in is invaluable
Love this! Thank you for putting this into the world, it was something I (and I'm sure others) need to remember.
Direct consumer insights are gold Sami! So incredibly valuable if we listen correctly!
Couldn’t agree or emphasize this more!
Great points Sami Unrau! Cross-functional collaborations are essential. I get the need for specialization, but bringing a different set of eyes to discussions is how you more effectively problem solve and innovate.
Executive Omnichannel Leadership Consultant and Coach | Fractional CMO/CDO/CIO | Speaker | Board Member | Advisor
2moLove it, Sami. And by the way, you can find similar skills in people who work in retail stores and in contact centers. They have amazing skills that are generally vastly undervalued!