Most of us marvel at the changes wrought by new media. That bedazzlement may hide the critical underlying paradigm shift.
Internet communication tools have turned customer service and communication upside down. Enterprises no longer define how they will communicate with the customers; the customers define that. Mass advertising doesn’t have much impact on a customer who prefers to get information from blogs or Facebook pages.
And disgruntled customers no longer write letters of complaint; they post on Twitter or Facebook. We have to communicate through whatever channels our customers use. It’s time for old dogs to learn new media.