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« Customer Dissatisfaction Surveys | Main | 140 Characters is Bliss »

April 17, 2008


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Kim Patrick Kobza

So Rachel, the point that you are making is very important for several reasons. "Fun" drives discovery and learning. Learning is inherently a social activity. And to take that theme a step further peer to peer learning is sometimes more powerful than learning from experts in a 'broadcast" model.

Another way to look at your proposition is that unstructured communications often provide as much or more value than transactional structured communications - for instance, those that might be aggregated in a CRM system.

Part of the reason for this is that the user actually gets to define what is and isn't important - self segmentation, or audience segmentation.

This is also the reason that surveys are such a failure. They try to control the user, rather than the user driving what he/she believes is the most important and relevant content and feedback.

The one other prism to apply is the importance of building in clear purpose and expectation in engagements. So in business the differentiator might be that an organization's best strategy is not simply to provide a means to make friends, (or aggregate relationships) but to provide a clear business purpose with peer to peer interaction (around which friendships may form). Slightly different but important distinction.

So expanding this theme is very important.

Rachel Happe

Hi Kim -

Thanks for the comments - I've been fascinated with storytelling recently as I am starting to believe that is the most effective way to communicate in a way that is memorable because they imbue learning with emotion - and they are social.

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