Limitations of typical Problem Solution approach

Social Media is the latest buzz in every company.  The Marketing team  is on the look out for experts to solve their problems.

Active Listening

The typical approach: expert approaches the client and asks for their problems and then comes up a solution strategy and execution..Remember advertising agency creative brief approach. The client gives the problem statement and the agency comes up with answers.This is where the Problem Solutions approach gets exposed especially if it is about solving customer problems.

The expert presupposes that the clients understand their customer problems. In reality, sitting inside the fort, the marketing team make inferences based on data or rely on market research inputs to identify problems or generate consumer insights and discuss with  the agency to solve these problems. The result of this brief will be a marketing campaign or service enhancement or changes to the product followed by new set of communications aimed at increasing top-line/better market share/improved customer satisfaction.

This is called as Primal Ignorance. In mathematics, while solving a problem, if the first step is wrong then you don't need to verify the answer.

What is the solution to this problem?

An expert in Social media, at the start of the engagement, will never come to the client asking for problems. On the other hand, he will listen to the client's customer conversations in the Social Media i.e through Facebook or Twitter etc. The expert will possibly use a variety of  both free and paid tools like, Google alerts, Google Reader, Radian 6 . This will help him get an independent view of the possible problems. In my experience, I have seen clients surprised at seeing the difference between their understanding of problems versus actual customer complaints.

This preparation will help both the client and the expert to narrow down on high priority items and focus on solution strategy.

Social Media is redefining the ways of problem identification and solution strategy formulation.Its not just about keeping the customer at the center and creating experiences but more so keeping ourselves closer to where the customers are present and start active listening.

Make the difference to your problem solution approach by getting the first step right through Social media.

What's your next Step!!!