Customer Service is the New Marketing: Interview with Lane Becker

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The Internet changes the power relations between companies and customers.

Social technologies like blogs, social networks, ratings and reviews etc. allow customers to share experiences; good and bad to the 1.4 billion people on the Internet. Zappos exemplifies the positive benefits of extraordinary customer service while Comcast shines a light on the perils of getting it wrong.

Lane (co-founder of Get Satisfaction) speaks better than anyone about the power of building relationships via a strong customer service focus. During the Web 2.0 Expo New York we had a discussion that digs into
· What is meant by Customer Service is the New Marketing
· The challenges of moving to a customer-service-as-marketing model

The most insightful moment, in my opinion, comes when Lane talks about how even smaller companies, and companies not structured to provide superior customer service, can use new technology to get it right.

My favorite quote: “Historically, customer service has actually been customer avoidance” Remember that next time you need to schedule Comcast!

Lane agreed to answer some of the comments to this video post – so if you have questions – fire away.

(Disclaimer: OATV is an investor in Get Satisfaction)

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