Paul White

Scanners: Can you drown out the pull of community recommendations?

I’ve noticed a trend – a real incarnation of the soothsaying visionaries of Hollywood’s yesteryear. Not Light Sabers (disappointingly yet) or particle transportation (when will we actually get this for goodness sake?)… Instead, cast yourselves (or your IMDB research if you’re < 30ish) back to 1981.

The central theme to this post is a classic, videotape movie – ‘Scanners’. In this B-list horror flick, 273 of the 4 billion humans on Earth were adorned with super telepathic-type powers – able to hear the thoughts of others around them.  Sounds cool to a teenager; many mischievous ideas crossed my mind at the time, and I thought it might be an even cooler power than being invisible at one stage.

However, as the director (David Cronenberg, apparently) helped us look deeper – like most super-‘hero’ stories, this was not a great weapon that was without its baggage… In fact, the gifted ones were tragically cursed. They couldn’t get the ‘noise’ out of their heads!!

Some tried drilling into their own heads, which was a little bit stupid, let’s be honest.  Gift? Curse? Better than being invisible? The real problem was the indiscriminant volume of data they were exposed to; they couldn’t filter or make use of it in any meaningful way.  It completely consumed their consciousness and drove them to complete distraction, and eventually madness! So much noise, so little useful information.

Having taken inspiration from this film, lately I have turned Scanner.  Not, like a really powerful one, just entry-level really.

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Paul White

Why blue-chip organizations have a lot to learn from boutique cheese retailers…

Building on the recent blog theme of ‘cheese’ (see #scrm superstar Esteban Kolsky giving his take on how cheese relates to customer service here), I felt compelled to grill up a bloggy-toasted, croque monsieur of an entry.

I love many kinds of cheese; I have a certain passion though for Stilton!  Here is a useful guide on Stilton (the finest of all cheeses)… (I used to live about an inch (map inch) to the right of A & C).

Oh how much cheese I would eat in those days… we would cycle to Colston Bassett, spend 10 minutes trying the most recent produce, entertained by a roly poly dairy worker with rosy cheeks and lamb-chop sideburns.

When we had made our selection, one of us would cycle home with a round of cheese the diameter of an old LP the weight of a bulldog under one arm.  You can’t possibly be more excited about violating the highway-code in the heart of Lincolnshire’s bridleways than when you are the lucky one carrying the new cheese back to the village!

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Paul White

The Emerging Customer Engagement Continuum

Customers are more mobile, choosier, more adorned with options, more judicious with time, more demanding of simplicity, and less tolerant with business-driven organizational procedures and policies.

They also talk more about experiences. What used to be transactional, “I’ll never return” disappointed customers now become petulant gossips on a mission to make sure that businesses are held accountable. On trip advisor: “The waitress was rude”; on Twitter: “I lost my credit card and it’s taken the bank a month to send a new one.”

Social customers say nice things, too — they recommend their “friends” to visit certain restaurants, to buy certain products, and to try certain beers. We have always done this, of course — to our friends in the bar or at the local gym locker room — if its fresh in mind, a nice recommendation is great value gossip! What’s changed is the technological ubiquity of the Web and its ability to electronically network people around the world. And, the fact that these comments can last forever, and be aggregated, counted, double counted, used by competition, and even by a couple in a bar in Wicker Park as the final checkpoint to decide which steak house they would try later that evening.

These networks are a primary source of knowledge-transfer for a growing “social” movement in what our businesses call “customers” and “addressable markets.”

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