The last decade has seen a fundamental shift in how businesses engage customers. Before the internet was widely used by most people and the rise of social media, brands were almost entirely maintained through advertising and promotion. That has all changed with the digital revolution: customer engagement is now a core ingredient in maintaining a brand.  

Recently a colleague of mine tweeted about his [minor] frustration with the speed of delivery from one of our service providers. Just by mentioning the service – he didn’t use the business name and there are only a handful of these providers nationwide – with his issue, they promptly got in touch to manage and resolve it.  

In my mind that is what excellent service is: responsive, efficient and effective. Even if an issue is not entirely resolved, it shows respect towards the customer and the value they represent to the business. It is also a perfect demonstration of why businesses cannot afford to not be this connected with their customers. 

Yes, not all businesses are best suited to use social media (think a carpenter or property manager), but the fact is whatever platform is used to deliver customer service (and subsequent brand management), there is an imperative to be responsive, efficient and effective. 

If any of the three components to excellent service wane, you risk a willing, and more often than not capable, competitor stepping in and taking your place. Regardless of it being via social media, a call centre or a customer facing situation, the shift in how businesses and customers engage each other requires a focus on engagement being a dialogue, not a monologue. 

Businesses no longer own their brands. They own the products and services - but brand ownership is now shared with customers who can influence it just as much, if not more, than a business can.