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What Does Common Sense Mean? It Depends Who You Ask

What Does Common Sense Mean? It Depends Who You Ask

Recently, there was a pretty major ice storm in the Midwest. A jewelry store owner there was surprised when she received a text message from one of her customers, asking if the store was open and if they’d be able to pick up her special order as planned. The owner answered the text, affirming that the store was indeed open and that the special order was there, and then, separately, expressed her astonishment at being texted. “Why wouldn’t they just call the store?” she asked. “It’s just common sense!”

I asked how old her customer was, and received the answer I expected: a young Millennial. And I knew that if I asked that shopper about her decision to text the business to find out what she needed to know, she’d consider the answer “common sense” – of course she was going to text!

Common sense is the phrase we use to refer to phenomenon that seem to us to be self-evidently obvious – those things that are so true that everyone clearly understands them. Sooner or later, life teaches everyone that common sense isn’t universal: other people haven’t had the same experiences or influences, and what’s self-evidently obvious to them is different than what’s self-evidently obvious to you.

This is important to understand as you think through how customers contact your business. Messaging app usage is at an all-time high, and for many customers, reaching out to businesses via Messenger, WhatsApp and WeChat is just common sense. At the same time, they expect to be able to access your company through email, website chat programs, and via social media. These tools serve interchangeably as communications channels in their experience – and have you noticed that making a phone call has appeared nowhere on this list?

[Tweet “Messaging app usage is at an all-time high & customers reach out to businesses via Messenger.”]

Conventional wisdom – which is like common sense, but fancier – tells us that if your customers are reaching out to you, it’s in your business’ best interests to respond promptly and professionally. This means maintaining an awareness of all of your contact points: make sure notifications are set up properly so nothing gets dropped. At the same time, it’s still worthwhile to retain those items that are common sense communication channels from your perspective. You know how many phone calls your business receives!

As business owners, we have to be aware that customer expectations are continually increasing, based in part on tech-based offerings from larger firms. When car insurance companies make filing a damage claim as simple as snapping and sending a picture, our customers are going to balk if we make them go through a more cumbersome process when there’s an issue. After all, to them, it’s just common sense that their responsibilities should be kept to a minimum while the company takes care of the rest. I’m sure you can think about other examples that have affected your business. Common sense changes over the course of time – and we have to be ready to understand what that means for our companies.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

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Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office