I have been working all day on a content marketing and social media marketing document.
I was thinking about a way to say why it’s important to offer people a choice of ways to connect with a business.
Choice is so important but it’s also a necessity: if your business only uses a few interaction channels (I avoid communication channels on purpose), you just don’t connect with everyone and you’re not there where your customers, prospects or brand lovers are.
It’s simple mathematics.
I wanted to use an “image” to add some flavor to my document. But I didn’t find anything. In that situation, life has learned me, you best just let go and let the inspiration come from a deeper level, you know what I’m talking about: that strange and wonderful thing called subconsciousness.
I decided to read a magazine from last year in my native language. There was an interview with CRM manager Andrew Small from BT.
What he said was exactly what I was looking for. So I didn’t need my subconsciousness.
I translated a quote and decided to share it. Here it is. It needs no further explanation:
“People want to decide how they communicate with a company themselves. I call it the Starbucks phenomenon: Starbucks offers six thousand different flavours and types of coffee. It would take 17 years to try them all. But customers love it.”
Customers love it.
It’s that simple.