Recently, the company Google announced on its official blog that next July first discontinue the Google Reader service.

The reason Google presents is that “despite the loyalty of users of this service, its use has declined.”

It should be added that this cut is part of what Google calls a “clean-up” strategy that began in September 2011. Since then they have been shutting down products that they consider to have lost competitiveness, or that risk the main business focus of the business.

However, loyal users of Google Reader have not delayed expressing strongly their discontent, for which social networks have been an excellent sounding board.

Critical comments on this ad abound on Facebook, Blogs, Twitter and YouTube. Many of them have been framed in a tone according to which Google “killed” or “annihilated” the service.

The mobilization of disgruntled users is a great example of the power of social networks to interconnect interests through services that unify and amplify the voice of customers.

A sample of this mobilization is a formal public letter to Google, via Change.org service, so do not delete Google Reader.

At the time of writing, 116 thousand people supported the request (something achieved in just 3 days).

Now, what motivated me to publish this reflection was the reaction of one of the main leaders of Google against the volume of requests from users, by different means, so that the service is not discontinued.

This is Yonatan Zunger, one of the most important supervisory engineers in the Google+ service. If you wish, you see your profile on Google+ or read his reaction against the comments it has received on Google Reader.

This is my translation of Zunger’s comment:

“I have a question for the avid users of Google Reader: What are the aspects in the way of working of this application that made it so useful for you? 

I’ve been listening to a lot of things since yesterday. For example, particular available fonts, how to manage the status of the read and unread, various aspects of the user interface.

But I would like to better understand what are the specific things about Google Reader that people have found most useful. Because I would like to integrate those ideas into future versions of many of Google’s products, and try to capture that value. “

In terms of a truly customer oriented business culture, this response is evidence that that culture is lived in practice.

Zunger’s message does not mean that Google will reverse its decision. Maybe she does or maybe not. But the public attitude of this top executive of the company is a good example to be followed by numerous managers.

Your comment symbolizes the essence of good customer service: interest in understanding your true needs to serve them well and with a long-term commitment.

Customers know that companies that do not really value critical customer comments on social networks tend to respond quietly in situations similar to what Google is currently facing, or simply seek to “defend themselves.”

I have said on previous occasions . Many companies do not understand the strategic value of criticism in social networks. Consequently, they do not have concrete plans to take advantage of them, deepen them or channel them to learn from them in an integral way.

I do not know what the final impact that Google Reader users will have on Google’s decision with this service. It is a situation in full development.

Although the company made a decision, it is not disposable to be reversed. However, the most important of the case is that Google will surely evaluate customer comments to improve existing products or innovate with upcoming products.

Likewise, Google could also explain more and better the reasons for eliminating Google Reader and what the service option they offer to their loyal users to channel their needs. An action that would also be a good example of good customer service.