Image Credit to Dave Catchpole
On a fateful summer evening in 1996, my mom and I were cuddled up on the couch, eating popcorn, and alternating between crying and screaming in joy at the TV as the United States Women won Olympic team gold in gymnastics. For those of you who remember that moment, let us all close our eyes and remember the power of “You can do it, Kerri!” and the one-legged flamingo landing that was just epic. (For those of you too young to remember this moment, I’m so sorry – Go watch it on YouTube, immediately.)
Here we are in 2012 and the world has changed drastically. Technology has improved giving us the power to have news feeds and up to date information. There was a lot of talk on Twitter and other networks about the failures of NBC in providing the kind of Olympic coverage that people want. The general response from the folks at NBC has been (in paraphrase) “deal with it”. However, for the Olympic audience it’s not that simple and some lessons can be learned from this attitude.
It’s about giving your customers what they want and not what you think “matters”.
For the next two days, people who want to watch the events of the gymnastics finals will have to avoid the Internet in its totality, and for some, that’s a really difficult thing to do. While you can stream the coverage live on NBC websites, there are a couple of problems with that option – which are not limited to the fact that events are interrupted every three minutes with commercials.
When a customer contacts your company, you have to think about what you are doing for them and not just for yourself. Especially in the case like NBC, where they are the only people broadcasting the Olympic coverage, there seems to be an attitude of “we will show you what you want when you want it”. While NBC will probably win because they don’t have any competition, I don’t know how many of us will continue tuning into NBC when the Olympics are all said and done.
Create an experience.
Okay, picture this – there’s one event left in the team final and there’s a tenth of a point separating gold and silver. You know you have to go to sleep soon because it’s getting late, but you’ve got time to stay up and see who wins gold. Cut to Bob Costas announcing that they are going to switch over to swimming coverage and “will return to the gym shortly”.
You want a customer to feel involved and like the voice they have in your company matters. The parallel to draw here is that the folks over at NBC are you going to make you watch the events they think you should watch, when they think you should watch them. Could you imagine if we modeled our businesses like that and shaped customer service around the ideas that “we will do what we think you need”?
It’s really in NBC’s best interests.
Maybe it’s just the child in me who remembers the feeling and thrill of watching the Magnificent Seven in 1996, but I want to see it live. If I know the US isn’t going to win gold the likelihood that I just DVR or watch the highlights increases. I want to feel every nail biting second. It’s in NBC’s best interests to show me the most popular events when they air instead of a patch work of events that they scatter over six hours.
When it comes to customers, doing what you can to give them what they really want always holds a benefit to your company. While you can’t make every little change that a customer requests, you have to listen to them in a collective fashion. It could be something that is genuinely broken on your site. Recently, we realized that we had a lot of information on our site and that it could be a bit overwhelming for customers trying to find us, so we cut it down and streamlined it.
Other Networks Should Help
While NBC doesn’t need the help with broadcasting, it would be nice to see other news networks (local and nationally) try to quell the information that is no doubt going to infiltrate you. Yesterday, before NBC aired the swimming finals, our local station spoiled that a local swimmer set a world record and took gold in the 100M butterfly.
If they want to run the story, I’m ok with that, but at least don’t put the result in the headline where I’m completely spoiled if I even open the application. It’s a matter of balancing what the customer wants and what you want to give them.
For the next two days, I will do my best to avoid the entirety of the internet so that I can watch my finals in the evenings, even if it will be spread out over a matter of six hours. What do you think about the overall feeling around NBC’s coverage of the Olympics? Are we overreacting or is there something to be said for the lack of live coverage?