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Posted by Nigel Fenwick on May 16, 2013
Of the many questions I get from clients, many center on the use of social media for customer engagement purposes — because sometimes IT staff are asked to block employees from using social media. But what should you do when the owners of the business take to social media?
Today, a small restaurant in Arizona is the hottest thing on social media. Their Facebook page has gone from 2,854 likes on May 14 to 74,687 on May 16. Was this incredible growth in “likes” the result of some incredibly successful social media campaign? Well not exactly.
The restaurant was recently featured on the season finale of Ramsey’s Kitchen Nightmares — a show my wife and I really enjoy as it happens. It seems the main reason why the owners, Amy and Samy Bouzaglo, invited the show to their restaurant was because business had gone downhill because of an Internet firestorm they themselves seemed to have not only started but also steadily fuelled.
Well one of the many, many lessons from the meltdown of Amy’s Baking Company (ABC) in Scottsdale, AZ is that owners should never try to use social media before understanding a few basic guidelines:
There are so many lessons from the ABC meltdown that it deserves a book. One big lesson for every business owner is that social media will always expose poor customer experiences. Unless you are willing to re-engineer your failing customer experiences, your business will fail. And in the case of ABC, it’s less a case of re-engineering, and more treating customers and staff with respect and being willing to accept that a Michelin Star Chef may know a thing or two more about running a restaurant than you do.
(AND DON'T STEAL YOUR WAIT STAFF’S TIPS!)
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