Presented without comment #21

Your Customer won’t take a bullet for you‘ by Kathy Sierra

“Customer Loyalty” is a figment. Business “Loyalty Programs” are nothing more than rewards-based marketing. And by rewards (aka “incentives”), I mean bribes. That we so easily refer to a customer with a bagel punch card or virtual badge as more “loyal” is an example of just how far we’ve allowed corporations to abuse the language around human relationships.

I’m willing to comment, favorite, star, plus, and potentially even share your content, but if I do it purely for the points/status/rewards, that is not loyalty. In fact, when you “incent” me to “engage” with your site, deep in my heart I understand now that I have sold out. By giving me bribes/incentives, no matter how much you call them “rewards”, you have communicated to some part of me that if I had to be incented to buy/act/engage/whatever, it must have lacked value on its own.

The key to understanding (and ultimately benefitting from) true “customer loyalty” is to recognize and respect that customers–as people– are deeply loyal to themselves and those they love, but not to products and brands. They are loyal to their own values and the (relatively few) people and causes they truly believe in. What looks and feels like loyalty to a product, brand, company, etc. is driven by what that product, service, brand says about who we are and what we value.

The Power of Blogs in Forming New International Fields of Study‘ by Nigel Thrift at WorldWise.

…this chapter in intellectual history shows how a new variant of communication can have formative effects, and in fascinating ways. As a result of it and similar episodes in other fields, I am now quite sure that archiving the Internet is a worthwhile activity for intellectual historians of the future because, when the problem is reasonably well-specified, blogs can show communities worrying away at the issues in all but real time.

Tape Delay‘ by Zach Hiwiller at Zach Hiwiller.com.

Damn do I feel bad for “Past Zack”. His tweets really do feel like they are coming from a different person. The Twitshift application is a lot different than just reading your old blog or diary. Since it happens in realtime alongside the tweets of real people, it really does feel like you are watching an external real person. Except you have this burden because you know how his story will go before he does. I want to message him and tell him to hang in there, that everything gets better really soon. But I can’t and it breaks my heart.

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