It’s the opposite of my goal in virtually everything I do. Life, skiing, marketing, you name it.
So guess what word came to mind when I saw this tweet?
— daveenuh (@daveenuh) February 3, 2017
Someone is seconds away from buying $210 worth of lift tickets. But they’re confused, they’re stuck, and so they turn to Twitter for an answer.
And here’s the response they got.
@daveenuh Just Keystone! If u get a 3(+) day Keystone lift ticket, u can use up to 1/2 the days at these resorts:Vail, Beaver Creek & Breck
— Keystone Resort (@KeystoneMtn) February 3, 2017
Does this answer their question?
But, more importantly, does it solve their problem? No. They still don’t have enough information to buy.
Finally, Keystone writes back with this tweet.
— Keystone Resort (@KeystoneMtn) February 4, 2017
To be clear, this is not a slam on Keystone’s social, they did great given the constraints of the medium and complexity of the product they were trying to describe. Nor is this pushing a case for upping social monitoring.
Instead, it’s a case for avoiding this situation in the first place.
Because maybe if that person could have seen the benefits of buying 3 days instead of 2 instantly on their own, maybe if there was no confusion about prices or features or upsells or benefits, maybe if they could have just finished their order with confidence?
Well, maybe they would have.
Published February 15th, 2017 by Gregg Blanchard.