Connecting Face to Face: Part 1

The virtual age has afforded us a lot of convenience. Online meetings so you don’t have to leave the office, email so you don’t have to actually talk to anyone, IM for instant response, and social media to fill int he rest. Right now I’m Skyping in my PJs while periodically viewing TweetDeck. I love working virtually and I truly believe most SMBs will operate virtually in some fashion, if not completely, within the next ten years. But there is one detriment to all of this communicating remotely — the connection you make with someone face to face can get lost in the mix.

I'm a lover, not a fighter

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Now, I’m not saying we should go back to the old ways of in-person meetings and frequent house calls. Not by a long shot. But I am saying that we can’t abandon face to face time all together. Public Relations — the act of creating relationships with your demographics — should be accomplished in a variety of ways, and interacting face to face with customers should absolutely be included in that.

This morning I was walking my dog when a neighbor’s dog (the owner of which I don’t know well) came dashing around the corner and in a matter of seconds was face to face with my dog, who was on a leash. THIS face to face scenario is not so good. A little jumping and sparing ensued, complete with my clumsy attempts to prevent a dog fight that likely woke the rest of the neighborhood. The dog’s owner finally stepped outside of his door, called his dog in, and then went back inside. Did the dog leave? Yes. Was anyone hurt? No. Was I furious this guy couldn’t be bothered to come out, ask if we were okay and apologize for his dog getting out? You bet. After I got home I thought about sending him an email, explaining that his irresponsibility and lack of concern was not very neighborly. I decided instead to just walk over to his house and say this in person, and I’m very glad I did. When I got to his house, he was already outside and immediately apologized for what happened, extended a hand to introduce himself and asked if I, and my dog, were okay. It turned into a lovely conversation with a very kind neighbor who stupidly let his dog out because he thought no one would be out that early. Oops.

Here’s the point — had I sent an email, and had he responded (apology or not), that conversation wouldn’t have had yielded the same connection that had happened in person. The goal may have been accomplished (my informing him of his rudeness, he apologizing) but there likely wouldn’t have been anything genuine behind it, and I wouldn’t have had the chance to connect with another person.

Will I walk over to his house the next time I need to ask a neighbor a question about trash day or lost mail? No, I can do that over email. Should companies call a meeting with customers every time they have an upgrade to their software? No, of course not. But all companies should evaluate how they are connecting with customers and see where it’s a good idea to fit in some face time. It can mean the difference between a lost relationship or a meaningful connection with a loyal customer.

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