In a recent interview, Sir Richard Broadbent discussed the influence of the blogosphere and social media in influencing the way brands treat customers, stating: "The company that provides the best relationship with the customer will win — not through product, but through the best experience."
In a recent interview, Sir Richard Broadbent discussed the influence of the blogosphere and social media in influencing the way brands treat customers, stating: “The company that provides the best relationship with the customer will win — not through product, but through the best experience.”
Speaking to The Sunday Times in his first interview since becoming chairman two years ago, Broadbent discussed the power of a recent blog about a Tesco in Haggerston, so named ‘The Worst Place on Earth‘ and ‘a complete disaster’ by its creator, James Allan, who himself works in public relations.
In reaction to photos showing empty shelves and filthy, collapsed aisles of food, the blog soon went viral, featured on Buzzfeed, quickly capturing the attention of Tesco bosses. Allan was promptly contacted on Twitter by Tesco’s social media team, telling the Evening Standard: “The way they responded was first-class. They sent the regional manager down to the store immediately. I can honestly say they were genuinely concerned.”
The retailer sacked the shop manager, hired a new team of staff, and proved that bad press via social media can be turned into something positive for the brand if the consumer is listened to and respected.
A contributor to the blog couldn’t believe the power the Internet had in changing the shoddy store, posting: “Walked in this morning and can you Adam and Eve it, they’ve hired staff and the place is full. I actually laughed out loud.”
As Broadbent explained: “The world is becoming more volatile, things spread much more quickly, the groups that people trust have changed. We don’t defend problems, we tackle them. Any organisation has to be much more open, transparent, and responsive.”
