UnSelling: The New Customer Experience

Chapter 16Brand FlatlineIt's Not Me; It's You.

Sometimes, we just need to let a brand go. And there is no going back.

The offense too offensive, the service too poor, the product causing more problems than it could ever solve. The pulse goes flat, and there is no way to get the relationship going again.

It's not me, horrible company; it's you.

Flatlines are opportunities for competition. One of the reasons to be active in listening to conversations online about not only your company but your competitors is to catch the flatlines. We see flatlines online more than the bumps along the way because they're extreme—and that's what gets shared online more than anything else. We're all much more interested in the worst burger you've ever had in your entire life that made you throw up than we are in the burger that could have been a little hotter. That's just humans.

I've stayed in a ton of hotels. Some were outstanding; some I will continue to go back to over and over. Many needed a few improvements, but mostly did the trick. I'd go back. A few were bad: uncomfortable bed, cold and old room service (not a good combination for anything in life), and customer service staff who were rude and unhelpful. I'd never go back to those. But I've only ever left one, once.

Here is my TripAdvisor review of that gem of a hotel.

“Worst Decision of My Life.” Reviewed 8 February 2013

I travel for a living. I've also lead a colorful life and have been in some pretty bad places. Econo Lodge Jersey ...