Market intelligence that flows both ways

As long as the “customer journey” and the “customer experience” is “managed” by companies, and not by customers themselves, the results will be sub-optimal.
  1. Do nothing (that’s the default)
  2. Send them an email
  3. Go on some website and talk about it. (A perfect Leighton cartoon in the March 17, 2014 New Yorker shows a couple registering at a hotel while the person behind the counter says, “If there’s anything we can do to make your stay more pleasant, just rant about it on the Internet.”)
  4. Get “social” by tweeting to @LAMOfootwear or posting to LAMO’s Facebook page. (For wisdom on “social” relations between brands and presumed fans, see Bob Hoffman‘s talk on the topic.)
A pico for a product is a CRM dream come true: a standard way for every copy of every product to have its own unique identity and virtual cloud (in which any data can live), and standard way any customer can report usage and other intelligence about any product they own—without any smarts needing to live on the thing itself.
  1. A customer scans the QR code on her cable modem, activating its pico.
  2. By the logic described above, a message to the call center says “this customer has scanned the QR code on her cable modem.”
  3. The call center checks to see if there is an outage in the customer’s area, and — if there is — finds out how soon it will be fixed.
  4. The call center sends a message back saying there’s an outage and that it will be fixed within X hours.

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Author of The Intention Economy, co-author of The Cluetrain Manifesto, Fellow of CITS at UCSB, alumnus Fellow of the Berkman Klein Center at Harvard.

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Doc Searls

Doc Searls

Author of The Intention Economy, co-author of The Cluetrain Manifesto, Fellow of CITS at UCSB, alumnus Fellow of the Berkman Klein Center at Harvard.

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