Friday, April 04, 2008
Passive and Active Participation For Customer Experience
Some good points today from Beagle Research today on the difference between Active and Passive customer experiences, and how to think about customer experience itself. Nic over at The Equtiy Kicker is zeroing in on why social networks will be important, even if they aren't making that much money now. Its been fun following Nic and his journey down the rabbit hole of social networking. Nic also has a post today on why SaaS (software as service) offerings like VoiceSage, may see an uptake during a recession. What have these posts got in common? Its the bridge between them. Social Networks can be passive or active, and the experience of being on a social network can be passive or active. Their benefits from and for both of these. Sometimes you just want to know when someone else "is going to attend that concert", because it tells you something about what they are interested in (which may be a false picture none the less); other times you value knowing this information because you too would like to go if this person is going, and you want to take action. Thus, Active. We have been using some of these principles internally for a while in explaining to people that SMS is Passive, and Voice is Active. When combined, you can achieve a cycle of interaction that has active and passive elements. You can also throw synchronous and asychronous communications and need for active and passive into the mix. Either way, their are many new ways into which companies can communicate online and offline, and the key will be having a joined up strategy for them all, but keeping "customer experience" dead centre.