Switch Hack

So, last week we heard that Gordon Brown had resorted to ringing voters at home to discuss issues they have contacted him about via email or post. We all know that Gordon’s biggest challenge has historically been, and still remains, connecting with an electorate used to the easy charm and personal accessibility of Tony Blair. And of course, the easiest way to connect with someone is to talk to them. I don’t mean talk to them as one of a sea of millions, but really talk to them. We might point out three basic rules.

1) Look at their concerns in isolation

2) Consider which approach will reach them most effectively

3) Use the appropriate responses to demonstrate how closely you have listened
 
It might all be PR puffery designed to soften Gordon’s rocky public image. But the premise is promising. And if the PM who, we mustn’t forget, has sixty million paying customers, can make these small steps to reach out to his audience, then some of our brands should take note. If Gordon can cut out the middle man and talk directly to the electorate in a way that makes them feel that their complaint had been adequately handled, then big business should follow. In fact, I might pen Gordon a little note to that effect and wait for the phone to ring…