I am so glad I was made aware of this video today!
What BestBuy has achieved is what majority of brands are struggling to understand and probably not brave enough to embrace. It’s what I call openness:
- give a chance to everyone in your company to speak up,
- make everyone within your company a stakeholder,
- everyone should be involved,
- let your employees feel they have a high level of impact into your business development
I have posted a link to the video below this paragraph for all of you to go and watch. It’s 30 minutes long, but if you have a bit of time it’s an incredible insight into how brands should adapt their business models to open up to their employees, with the ultimate objective to retain them for as long as possible, make the business a better place for your customers to come back to, and last but not least, for your own company to constantly develop thanks to the people who make it such a good place…. It’s not rocket science, BUT STILL, I have no idea why only merely few companies have got it right so far!
I am not anywhere close to being a business consultant, however I humbly reckon it’s part of an overall ‘Corporate Social Responsability’ vision which has a strong potential to let your business stand out from the others.
The only reason why I am giving the spotlight to BestBuy is because what they are doing is exactly what brands should also be doing with their customers!
BestBuy has launched an internal social network for their over 3000 employees across the US by the name of BlueShirtNation, an internal WIKI, a TradeTrending tool and a Product Development Forum. Within these spaces, employees are constantly coming up with new ideas, talking directly to the managers, getting funded by the company to take interesting concepts one step further, connect with each other from different stores etc… allowing a fully personal experience where they can feel meaningful to the company
That is exactly what customers want!
- They want to feel listened
- They want to get involved
- They want to be meaningful to the eyes of your brand
I would be extremely surprised if BestBuy doesnt open such tools to their customers. People could add even more ideas to what BestBuy employees have, it could actually generate even more conversations between employees and consumers to drive better service and more product development.
Also, at the moment they are talking about a mobile device which would allow customers to review their products right there at the moment of consideration/purchase. A custom software would allow reading a product barcode and let you retrieve all the reviews from the BestBuy online community website straight onto your mobile screen.
The ultimate point is : how would your customer feel through such an awesome shopping experience?
I could only say – satisfied? clear about his choice? glad about listening to what other people like him have to say about the product? More willing to buy?
As a brand, if you start engaging with your existing and potential users online, through building and maintaining open and meaningful conversations you might get the same results! Am I right?
Answers on a postcard please!?
The slideshare below explains in more details their strategy