What Will They Say In The Support Group?

What Will They Say In The Support Group?

They say that your brand is defined by what they say when you are not in the room, this article suggests a room in which they might chat...


Imagine your customer was sitting in a B2B support group for the category or your product or service.

It's a drafty community centre, the chairs are arranged in a circle, and the moderator makes it clear that this is a safe, trusted space.

The moderator, probably called Colin, explains that they don’t need to share their real names if they don’t want to, nothing they share will leave the room, and no one should be judged.

And, of course, there is coffee and doughnuts.

Everyone gets seated and guided by Colin; they go around the room, each introducing themselves.

“Please,” says Colin, “say who you are and the B2B product or service that you use.”

They go around the circle, and it comes to your customer, she's nervous and hates this kind of networking thing.

“Hello, I’m Wendy; I’m a <your product> user”.

How does the rest of the group react?

Do they gasp? A bold choice, they think, and smile with a “golly I wish my CEO would let me do that” look of admiration.

Do they nod with a neutral look as if Wendy had shared something as earth-shattering as “she breathes air”, the safe, dull choice, and quickly want to move to someone who might have something more exciting to share?

Do they look at her quizzically, “who” they ask and quickly after that “why”?

Do they laugh and share their experience with “Oh my god, I remember that product” and ask Wendy if she still uses Netscape and if Bob still works in support – “he must be 70 now?”.?

Do they ask, “Is that <old product name from 5 years ago>?” or is it <old product name from 2 years ago>?” And then go on to argue amongst themselves for a bit about the history of your category and who was bought by IBM or OpenText. Someone even mentions SAP, but no one remembers why.

Does someone accidentally blurt out the word “geek” before the moderator scolds them, this isn’t a place for judgment, he reminds them, Wendy blushes “Yes, we need a developer to do that”.

Do they smile thinly, lean in, take Wendy’s hand and offer her a hug? They feel her pain.

Or, something else?

Then, when the intros are done, how does Wendy feel?

Not just from the group's reaction to her introduction but also how she feels about the products and services the others, her peers, shared.

Which reaction did she have to the person opposite her who said, “Hello, I’m Sonia, I’m a <competitor> user”?

Did she pity them, hug them or admire them?

And, which of the group does she want to talk to and learn from their experience when Colin finally breaks the cellophane on the doughnuts?

And more to the point, do you know?


Aside from my ongoing argument with Grammarly, robots did not write any copy, but they did create the image, which was created using A.I. through Night Cafe Creator.?

Thomas Peham

I help marketing teams appear on ChatGPT, Perplexity & AI Overviews | CEO & Co-Founder at OtterlyAI | ex-VP of Marketing at Storyblok

1 年

Years ago, I read that Facebook was regularly doing this. They basically put teenagers in a room and let them chat about their favorite social networks. None of the teenagers knew they were "hired" by facebook, which made them open up about the back-then-new social network instagram. I love the concept and would love to learn how other b2b marketers do this.

Sebastian Hardung

Leveraging technology to help brands succeed in true omnichannel communication.

1 年

Interesting question Ian, I guess the truth is you never know for sure what (some) people are saying about you / your brand / your software in a closed door meeting, you can only try to create a safe space. We at priint Group try to create a safe space for Partners and Customers to exchange opinions about us and our software openly at our priint:day event that we organize roughly every year. Though it's essential for you to listen attentively if someone wants to tell you the honest truth, even if it may hurt ??

Keith Smith

MD, The Advertist new biz expert, Director SuperTalent Creative, podcast host | Linktree - keithjsmith

1 年

This is the second time this week I've had cause to use that Maya Angelou quote that people will forget what you said but will never forget how you made them feel, but it's SO true. Words can disguise vibes and satisfied customers can be your best ambassadors - as nano-influencers. Great piece Ian Truscott - thank you.

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