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The boys and girls over at MediaPost report that Verizon is planning to launch a “no-holds-barred blog” by the end of the year....
What does that mean? Either that Verizon wants to start a dialogue with their customers or that it’s open season on one of the nation’s largest wireless carriers. They claim that they want to hear what you have to say and – get this – are putting together a team that will respond to your comment within 24 hours. Impressive.
It’s a very bold step by a very big company. And I’m going to give them credit for having the guts to do it. Jerri Devard (SVP of brand) is a very brave soul. And maybe that she realizes that when a company puts itself out there and decides to become a part of the conversation, they will win some fans.
Now we’ll all sit back (with a lot of Fortune 500s, I’m sure) and watch to see if this is a fantastic idea or a phenomenal disaster. Either way, Verizon deserves some kudos.
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Comments
Hi Spike,
Interesting post. I'm not sure what Verizon's intentions are in relation to this new blog, either. While it is paramount to have input from, and conversations with the customer, Verizon has set a very high bar for itself with its pledge of a rapid response. What happens if hundreds, or thousands, hit the blog seeking feedback? There's no way Verizon can respond to an onslaught of mail within 24 hours. To the customer, a promise is a promise. Of course this might not happen. . .
Posted by: Claire Ratushny | 09.27.06
I'm with you, Claire. I don't think they are looking before leaping. Maybe they should have announced the blog, seen the traffic and comments on it, and THEN developed a plan.
Thanks for chiming in...
Posted by: Spike | 09.27.06
It's funny the way big companies make these big announcements for an indeterminate date in the future.
Why not start now with a low profile blog and a small team? Then after they have been actively engaging their communities they can make their announcement, beef up the team and draw upon the testimonials from their more active members.
I agree that it is a step to be applauded. The strategy is right ... but let's see the execution!
Posted by: Gavin Heaton | 09.27.06
This shows some brass balls for sure. You know how much everyone loves utility companies...
I think we can just assume that it'll be a shit storm for them at the beginning. We'll see how well they handle it.
I wish them good luck, though. It'd be nice to see more large companies doing it right.
Posted by: Paul McEnany | 09.27.06
I'm a Nextel customer, but if I were with Verizon (or if Sprint did the same kind of blog), my first comment would be, "Quit it with the contracts!"
I bet a lot of dirt will be thrown regarding those contracts that lock you into the service. What a horrible marketing gimmick. If the service was so great, they wouldn't need to make people sign contracts to stay with them. Does Apple make you sign a contract to use iPods/iTunes? Not the last time I checked. Why? Because the products are so freakin awesome that people want to continue using them and spread the word. I say, put more money, time and effort into better coverage, services, phones and a better brand, and do away with the contracts.
Posted by: Daniel Monday | 10.05.06