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When Customer Engagement Goes Wrong

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It’s scary to open the public lines of communication with customers. Whether it’s in person or online, the customer voice is loud and powerful, and there is nowhere to hide from it. Some of the better brands out there find ways to empower consumers and offer a platform on which they can be heard.

Here’s an example. A mall store tailored to younger teens displayed this large chalkboard outside its front doors. With the “I’d Love To…” language and a bucket of chalk, the store was inviting passersby to join the conversation. But, as you can see, at least one person took advantage of the opportunity.

There is an inherent challenge in this new world approach, and that is the realization that not all customers have positive (or even helpful) things to say. It’s a fact all marketers are dealing with and learning to embrace.


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Growth obsessed startup co-founder (MusicBox) and strategist-for-hire.

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