Conversational Index is Reputation-Driven

I Like the iPhone, therefore I like Apple, therefore I am less likely to think AT&T sucks. That is my more or less conscious thought process on the whole likeability concept. If your company has built a good reputation, that has transfered onto your brand and your customers will be more accommodating with you -- they will cut you some slack. So much work has been done to humanize brands, we should not be surprised at all if a well liked brand also has a stronger conversational index with customers.

We've observed this with social media at the time that John Mackey was found out in some kinky business behavior. Many had the same thoughts John Moore had at Brand Autopsy:

This is behavior unbecoming of a CEO no matter the size of the company. This foolishness makes me want to question Mackey's character and judgment. Even when he was outed, Mackey didn't think his actions were wrong. Instead of admitting he made a mistake, Mackey defended his kinky business behavior by saying the FTC is out to embarrass him and that he got his jollies from debating all things Whole Foods-related on the message board.

And yet, people in the blogosphere also cut him some considerable slack. You can see it even in a couple of comments to John's post. Why? Because he had a blog, he was involved, he talked with people like a regular person. It's kind of ironic to read his last post before the outing -- on the social responsibility of business and specifically on putting customers ahead of investors.

No, I'm not saying that having a blog or engaging in social media is an excuse for engaging in rogue behavior. What I'm saying is that when your brand has a better reputation, your customers are more keen on being positive and constructive with you. Yes reputation is also coming from better products and service experiences, it can also be aspirational from the brand message.

This is the topic of today's post at Fast Company expert blogs, my post number 52, one year of blogging at the online magazine once a week. If your brand has a good reputation, your customers are more likely to want to have a conversation with you. The conversational index is reputation-driven. That is also true for blogs.

Comments

[Steve Roesler]

Nicely laid out, Valeria.

I was thinking, too, about the last line of your post. It seems to me that one might also be able to say, "If you've developed a real relationship with your customers, they are more likely to cut you some slack when you make a mistake."

Waddya think?

[Albert Maruggi]

It's guilt or love by association, however, I think you use a unique situation. Why? Whole Foods and a large percentage of its client base are activists and the brand goes far beyond, food and the CEO.

I like the ATT & iPhone collaboration example much better.

All the best

[Valeria Maltoni]

@Steve -- in the video I linked to at FC, Gitomer talks about becoming "friends" before being trusted advisers. A known entity and person is much easier to deal with. That is why we work on being proactive in public relations, etc.

@Albert -- Point well taken. I remember when that happened and many wanted to explain away Mackey's behavior. Whole Foods has done a great job at developing a brand that people want to have conversations with and about. I used it to illustrate how social media *also* gives an individual and company more breathing room.

[gianandrea]

I have to admit that I can't make my mind about Mackey story.
I feel that he probably did what he felt correct at that time. He used the web to get the sentiment about his company and about the main competitor.
But it is such a tricky situation.

[David Tillinger]

I thought both articles did a nice job of illustrating the point. People do like to do business with companies that they like and will cut slack to a company they have a personal affinity for.

[Valeria Maltoni]

@Gianandrea -- it is very tricky. The question to ask yourself is probably a simple one: what does your gut tell you about what you're doing? Chances are it did not feel entirely right to Mackey...

@David -- I can tell you put a great deal of care and work into talking with customers and not at them. It comes across in your comment here and at your blog. Clean design, good advice and easy to find and use offer.

[Kami Huyse]

Having a relationship doesn't give you a pass for chronic bad behavior, but building a relationship in the first place requires some good behavior first. So, that is the value, you have proven you can be a good actor, so the benefit of the doubt kicks in.

[Valeria Maltoni]

And that proof is in the communication and work around what you are doing to be a good actor. Excellence in service and products, listening to customers, all those things that go to building a reservoir of good reputation.

Everyone has a bad day. How we respond to problems that may arise can be either minimized or highlighted by the reservoir we've built.

[bill]

"When you're a nice guy, nice things happen to you." -- Colonel Cochrane, Blue Thunder

I agree with the comments regarding cutting slack. I expect consistancy from a product, but if I like them -- well, heck, even *I* have an off day.

Nicely said.

[Valeria Maltoni]

I like quotes, too. They are from hard earned experience, usually -- the poetic side of testimonials.

We all have off days, yes :D