In IT, a black box is a program that measures output against input in complex systems.
This Black Box is designed to help companies achieve a similar goal in PR. Black Box provides our candid input—based on several lifetimes of experience—for companies that want to measure and improve the performance of PR programs.
Big Brother is watching. Not 1984’s Ministry of Truth, but businesses that monitor social media for criticism of their product or service, then intervene via SM to “help” a customer. What these companies dub proactive care I call intrusion. If proactive, they’d have solved the problem before barging in.
A well-known company that tracks social media is trying to sell me on using its service. The cost: $500/month. I love automation. But when a thing is automated it should deliver consistent, high-quality performance — and be cheap. I don’t think social media monitoring services are there yet.
One reader of “Customers Want Great Service” asked why I fired Rado the web designer after a single misstep. Actually the offending incident cited was the umpteenth. As a PR guy I overlook a lot of outrageous behavior. Most customers, including mine — journalists — aren’t that forgiving.
In smokestack industries, a mentality pervades that customer service is a necessary evil to be dispensed with as cheaply and quickly as possible. Not in tech, where service maintenance agreements help drive revenue. What was once a cost center has evolved to a core profit center.
Some tech companies deliver an unforgettable customer experience. I had one such moment with a web design outfit. I’d sent over a list of days/times I was open for training. Rado the designer’s response: “How dare you presume I’ll be available.” I fired him on the spot.
Some weeks ago I raved about the new web-based press release distro services destined to replace the “wire service cartel.” And I believe they will do so — once they can move as quickly. For now, expect delays of up to two days between the time you post your release and the time it goes out.
