Consumer is your Daddy !
Back in the year 2000 P&G’s CEO AG Lafley succeeded to revitalize the company under the “Consumer is Boss” mantra. A visionary message aiming to put the companies focus on the consumer .
But if at the time consumers were the Boss for P&G’s management, they were definitely a much less powerful Boss than they are or could be today.
Social media arguably the first communication technology to allow savvy individuals to mass communicate without relaying on media publications has evolved consumers to a Boss on steroids.
One of the most noted cases that demonstrated a power shift to consumers is the “united breaks guitars” case . A songwriter frustrated for not being able to get compensation for a broken guitar from the airlines, succeeded to demonstrate consumer power with a YouTube video highlighting the incident and currently with more than 13 Million viewers. You can get the full story from here.
The 2.0 version of this “united breaks guitars “ was with another airlines company this time the acclaimed British Airways. Wanting to complain about the handling of his dad’s luggage but not having the song writing skills to get a viral video on YouTube, he decided to promote a complaining tweet (pay twitter to make his tweet more visible). BBC described it in a report “ disgruntled customer has found a new way to use social media to take on a big corporation.”
With these trends in place companies have to evolve to really and truly focus on consumer needs and support it. If in 2000 consumer was boss in 2015 consumer should be your company’s daddy!