Video Transcript

00:12 Scott Gerber: We've become a 24/7, 365-day a year culture, and customer service and expectation have fundamentally changed. I imagined that when your father started your first business, if somebody didn't like the wine, they'd walk into the store, drive all the way over and say, "This wine is terrible." Now, they Tweet and all of a sudden, they give you a Yelp review and you could lose hundreds of customers. How do you maintain expectation and service in the new 24/7 culture?

00:37 Gary Vaynerchuk: Oh, boy. I'm giving you all my good stuff. I think the world is completely driven on supply and demand. It's all I ever think about. It's a very simple thing and it's a very successful way to look at things. I believe the number one thing that is in short supply in our world today right now, is effort. I have never understood when people raise their hand on my keynotes, and say, "All right, Gary, you just talked about 15 hours a day on Twitter and this and that, when do I do my real job?" And my answer always is, "When was your real job not actually giving a crap about your customer? The thought of when you asked me that question of like not keeping up, all people want is effort." Leave a one-star review on Yelp, come in and reply to it, or a Tweet, or a Facebook status, show them that you care about it matters. And it matters to people that are looking from afar. And so, I think effort is really the thing that's most in short supply, and every business needs to figure out how to audit themselves and cut out 25 percent of the time they put into dumb stuff, which is a variety of things.

01:39 Gerber: So, that's what you would think. You would think that most businesses, the reason they're not keeping up is not because of necessarily saying, "I don't have the time", but rather, "I don't put enough in to really paying attention and maintaining."

01:49 Vaynerchuk: You've been asking questions from an interesting angle, so I'll give you the answer with it. I think main street, USA, pizza shop, Johnny, who thinks it's smart that he's sweeping his floors and making the pizza for efficiencies, if he hired somebody for $7 an hour to do that and took that hour and a half and actually reply to his Yelp reviews and Tweets, would have a far more successful business. Period. End of story.

02:13 Gerber: How much adoption should a business look to take? Do they have to be everywhere? Does a business need to literally be on everything or keep themselves present everywhere enough? Because doesn't that also open them up to more possible, I don't wanna say attack, but ultimately more commentary.

02:27 Vaynerchuk: So let's... You asked two questions, and they're great questions 'cause they are the things that people talk about, so you're doing your homework. Number two, I'm gonna answer number two first. People are gonna complain about you, whether you're on Twitter or not. So, like just 'cause you've created an Instagram profile, doesn't mean all of a sudden everybody's gonna take Instagram photos and say, "You suck." They're gonna do that one way or the other if you suck. That's the funny part about how the world is now. We used to be able to control the press. There'd be five editors and if you kept them at bay, you're probably pretty protected. I call it the "Michael Jordan-Tiger Woods dilemma".

02:57 Vaynerchuk: Michael Jordan is a piece of crap as a human being, right? Great basketball player, but the things he did in gambling, and sleeping around, and all the things morally, that we would consider negative, but the press loved him and protected him. And they would've done the same for Tiger Woods if we didn't live in a 24/7, 365 culture. Because somebody has a cellphone and all of us are now media, and took a picture of that car, well, then TMZ needed to not let that opportunity get away, and that's the business they're in, and Perez Hilton and on and on... And just all of us.

03:27 Vaynerchuk: And so we're on 24/7 culture with that. They're gonna complain. Companies have to be practical. Clearly, I think Facebook and Twitter are no-brainers. Do I think if you want to story-tell properly the certain demos that Tumblr, Pinterest, and Instagram become very interesting? Absolutely. But it's not up to you to decide what the customer expectations are. The customer expectations become the customer expectations. And that's that. Tough. Deal with it. It's what customers want and that's just the way it is now. We expect free shipping now a lot. That sucked for internet retailers, seven, eight, 10 years ago. Cut into margins, but it became the customer's expectation and so that's what we do.

04:04 Gerber: Do you think that we really are in the culture of needing to start building systems around these various different new advances, so that we can keep up in that sense? Is it a systematized issue? You mentioned, of course...

04:14 Vaynerchuk: It's a mental thing. Systems are cake. Systems are commodity. You can build those things. We know how to build things to scale things. It's a mental thing. How does not everyone realize right now that the people that are 18 to 24 right now, care a hell a lot more about Zen crap than they used to, and not just dollars and cents? And as they care about Zen crap, unlike all these other stuff, and what I mean by that is not just dollars and cents. And so people will spend more money on products and services if they feel you're executing on what matters to them, being good to the world, being good customer service, having humility and a human essence to yourself. We've lived through the big box era, the Waldemar, the Costcos, the lack of customer service. It's going to come to an end.