What this high level of interaction with consumers both current and prospective does is it keeps the brand in the forefront of the public’s imagination. Doesn’t it take you back to the times you sat around with your gang and put together a mixed tape for a party? Or a road trip? Where you had one everyone suggested and the result turned out to be a hodge-podge of tastes but all-round fun. Like Spotify did when it announced the collaborative playlists. How boring is it to have just a single track of conversation going back and forth between you and your consumer? Won’t it be fun if you could jazz it up a bit, add more people and get some great conversation going? Won’t that drive your engagement factor up a few dozen notches? In one stroke, Spotify recognizes and rewards its users’ loyalty and furthers this loyalty by roping them into becoming a part of the Spotify family. In its own words, “the Rockstar program has been created to recognize awesome contributors”. He then helps other members of the Spotify community with their playlists, talks about music, and spreads the Spotify love. A Spotify consumer that knows his way around the product really well is invited to become a Rockstar. Typically, Spotify has embraced this by going a few steps further than anybody else. The names of the songs put together spelled out the special message: Within a few hours of his first tweet, a Spotify ‘rock star’ had responded with a playlist created just for Scott. Scott Stratten (Twitter handle was excited that Spotify was now available in his country but he really didn’t know how to use the service. With the names of the song delivering a message! Spotify did not respond with a set of instructions on how to use it, but with a custom-made playlist. So a brand that can respond to its customers’ concerns in a short span of time scores big.Ĭase in point: A customer tweeted that he didn’t know how to use Spotify, newly arrived in his country.
Speed is the name of the game today and no one has time anymore to hang around and wait for reactions. It is said that a customer makes his or her mind in three minutes or less. Respond To Your Customer’s Reactions ASAP They have taken the mundane and transported it to extraordinary lengths by doing two basic things: playing to their strengths and thinking out of the box. That their customer service team does this in tandem with the amazing power of Twitter has resulted in a deluge of smiles across cyberspace. Mind = blown, as far as the customer is concerned! Spotify team’s brainwave is to link up the names of the songs on the list to the situation at hand.
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