Joe Cothrel, Lithium's Chief Community Officer, shared his thoughts on social media and customer expectations during a Thought Leadership Spotlight Presented by Lithium at the 2014 Customer Care Leadership Forum in Denver on Sept. 11. In his presentation, "Social and the Age of Extreme Expectations," Cothrel pointed out more companies are prioritizing social media, but it is vital for these businesses to care about their customers and set realistic expectations for their organizations too.
Cothrel noted that every employee's actions can affect a company and its customers. In addition, Cothrel pointed out more businesses are attempting to adapt to customers' needs, which is becoming increasingly important in today's corporate world: "I think customers are changing and their expectations are changing as well, and we’re finding that companies are trying to adapt to these changing expectations as well."
Reading blogs and doing research on the Internet can help a company better connect with its customers, according to Cothrel. A business that conducts extensive research and is well-connected to resources in its industry often can respond to its customers faster than its rivals, Cothrel said. Becoming a customer-driven company, Cothrel noted, also is key for businesses: "'We’re going to be a customer-driven company. It’s going to be a two-way relationship with customers where they help us build products' ... You can dabble in it in some of the earlier phases, but I think until you’re creating good, strong operational processes in the other stages it’s really hard to get to transform if you aren’t getting at that excellent level of operations."