You can’t fix services with engagement

Russell Davis on how companies like Virgin Media can’t cope when something goes wrong:

How did so many organisations end up here?

Because they’ve spent money on making their marketing digital, not their processes. They’ve got good at social media rather than service design.

They’ve invested in conversations, not services, so now they spend their whole time having conversations about how shit their services are.

They’ve done the easy stuff, not the hard work to make things simple.

They’re just making it worse.

They’re raising expectations (“we’re listening!”), they’re providing a focus for frustration and they’re forcing their own people (normally good, smart, engaged people) to choose between being complicit with the users and slagging off their own organisation or, stonewalling or lying.