People to People

In Uncategorized on February 15, 2011 at 9:49 pm

I  see it time and again. Companies who neglect the effect social media has – or should have – on all of the other ways they communicate with their customers. I don’t care if you are B2B or B2C – your organization is made up of people, and you’re serving people. Stop continuing to be so stodgy or self-promotional – customers are turned off by and see right through it. It’s such an opportune time for companies to take a fresh look at how consistently authentic and human they are with regard to ALL of the ways they communicate their message.

Customers Are In Control

Customers are more informed, active and connected than ever before – the axiom that a brand is what consumers say it is holds more weight than it ever has. In a lot of ways, they’ve taken control of not only the message, but also how and when they want to receive it. It’s sort of like fishing, right? Drop the right line in the right place with the right bait where the fish are. Sounds obvious, but it’s not as easy to execute.

They Expect It Everywhere

What makes it even more complicated is the fact that this entitled preference for communication affects even traditional forms of communication. I believe that customers as a whole may not expect it, but they will more and more. They want fast, two-way, personalized conversation whether it’s an on-hold telephone message or a purchase receipt – which got me started on this post in the first place.

Quick Case Study

My sister forwarded me an email last week of a receipt she received from Moosejaw after she ordered a jacket and pair of pants. She was absolutely floored not only when she actually read the entire thing, but also when she saw the consistent personality of the company on their e-commerce site. See below, and consider how you can take advantage of the opportunity this presents!

Your Order Has Been Placed

Way to go. You’ve won the best email receipt we’ve sent out all day. We recommend either printing this receipt and framing it in your foyer or using it as a screensaver. It would probably also be nice for you to forward it around to a couple friends and maybe even an enemy or two.

If you’re bored, check us out on Facebook and on Twitter. Our CFO said he doesn’t understand why anyone would use Twitter. He also thinks that a narwhal is a made-up animal. Please don’t tell anyone about it.

If you care more about your order than our nonsense you can track your package right to your doorstep. We will email you tracking information at 9pm EST on the night that your orders ships. You can also check your order status online. Don’t be scared if you don’t see your order right away. We just have to process it first. Go Here to View Your Order Status and Order History.

No chance you’re still reading this but if you are, we’re posting pictures of folks using the products on the product pages at If you fall in the folks category please email a photo of your gear in action to and we’ll add your picture to and add 100 Moosejaw Reward points to your account. If you have Moosejaw in your picture we’ll double the points. Oh, we only give points on one photo per product and you need to buy the product from us. A customer tried getting a million points when he sent us his wedding album so we had to write this.

Order# ——————–
2011-02-02 07:44:40.948

Disclaimer: The views and opinions expressed herein do not necessarily represent those of my employer nor any other organization I am affiliated with. Also, please see the “About” page in case you are offended or even mildly irritated. Thanks!


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: