R.A.K.- Cool or Creepy?

A recent report of consumer trends was released from Trendwatching.com, and of the 11 2011 trends that they chose to highlight, #1 caught my eye.  It was “Random Acts of Kindness”. 

I admit that I was pumped when I saw this because it sounded engaging and FUN.  Both things that are key pieces of creating a great customer service experience.

In a nutshell, consumers are clamoring for the individualized touch, and brands are starting to respond in kind using social media to make it happen.   (Social media + service + Fun = sugary goodness.)

People give us clues all the time on Facebook, Twitter, and other social media platforms about their behaviors, interests, likes/dislikes, and experiences.  You can get to know someone, at least on a basic level, just by paying attention to what they post on a regular basis.

So if a business can take that kind of information, and create an interaction that is uniquely tailored to the individual that is pretty powerful stuff.  A strong R.A.K strategy is a VIP approach that can usher in a long-term relationship- even if the person didn’t have an existing relationship with the company before the interaction.

But I can’t help but look at this with a slightly jaded consumer eye.  As much of a Pollyanna as I want to be, it is tempered by a healthy does of skepticism built over years.  And my inner skeptic says that when someone choses to engage with me out of the blue, there's an expectation there.

The Need for Transparency

The savvier the consumer, the more potential there is for suspicion because they are going to be on the lookout for the “catch”.  (The phrase “There’s no such thing as a free lunch” didn’t come about for nothing.)  So if you choose to implement an R.A.K, be sure you are clear around the “what’s in it for me”  before the customer starts asking that question on their own.

If you are a For-Profit business, then I expect that you want something out of the interaction- even if it’s just positive word of mouth.  So how you choose to communicate the intentions of your R.A.K. is key to the success of the program.

Not Too Close

As overwhelmingly nice as the R.A.K is, realizing that it came about because of information I shared can feel a bit creepy.  Played right you feel like you won the lottery; played wrong, you feel like you have a stalker.

I want to feel special and that you are catering to my needs, but I don’t want to feel like you’ve invaded my privacy. If a brand sticks to acting on information that is specific enough to offer individualized attention, but is broad enough that it could apply to multiple customers, then it doesn’t feel stalker-ish.

Although there is a growing awareness, I still don’t think it’s hit the mainstream from a consumer standpoint that what you put out on the internet can be read, analyzed, and acted on by many different people/entities in many different ways. 

And even if the consumer has an idea, they still may not realize the depth of information they are sharing, and how that can be interpreted.  (Take a look on your Facebook page for example- those ads running along the side are tailored to you.  What’s there gives you a bit of insight into what brands think you would want to know more about.)

So let me know where you “heard” the information that lead to the R.A.K.  and how it’s applicable to my situation.  Build trust and make me feel special by sharing why I caught your attention of the many people out there.

What's Next?

Don’t forget to give a simple call to action to do next.  An R.A.K. is going to cause a desire for many people to reciprocate in some way, especially if it was positive and made their day.  So don’t leave them hanging, otherwise they may feel that the "catch" is still coming.

Tell them how they can say “thank you”, and keep the communication open. 

If you've thought about some Random Acts of Kindness for your customers, where do you see potential perception pitfalls?  How would you manage them?

(photo credit: katerha)

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