We need to create a new field of customer ethnography (or “corporate relationship management”) that will be the proactive study and gathering of data and insights on corporate culture by networked consumers. This will allow customers to better understand what motivates their companies and what behaviors influence their companies’ products and services, and will likely result in bringing new customer-influenced products and services to market.
I mean, Corporations are People too right? And shouldn’t we want to know more about the people we give our money to? While that seems over simplistic, I should note that the continued evolution of observational tools (social media metrics) that seem to be so ubiquitous today will only naturally fold back on themselves to be used by the consumer in inventive ways. If corporations persist to be people as well, we can only assume that the same observational tools will be used to comb their beliefs, their values, their behaviors and patterns.
- Brian Gillespie, How Can Customers Better Target Their Companies? via Continuum
What I like about this is Brian’s sense that people want to lean forward into an active relationship with the companies that matter to them, whose products matter.
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