With the rise of social media and its expansion throughout all media platforms, there has been a wonderful increase in connection between customer and consumer. Whether it be an @reply directly to a customers question or complaint, interaction on blogs, or posts on facebook fan pages, consumers are now able to get a more personal connection than ever before. As it goes with the saying, “The customer is always right,” many companies have jumped on the crowdsourcing bandwagon to gain insight or ideas directly from their customers. Crowdsourcing is a relatively new term coined by Jeff Howe in an article in Wired Magazine in 2006. Crowdsourcing, according to Howe is defined as “The act of taking a job traditionally performed by a designated agent (usually an
employee) and outsourcing it to an undefined, generally large group of people in the form of an open call.” There has been some controversy over the subject on how this can be threatening to a business , but I think it is a beneficial practice for both a business and customer. Having a say and seeing the direct results definitely brings loyalty in my personal opinion. One of my favorite businesses based entirely off of crowdsourcing is Threadless, where all the designs are submitted by customers and rated by users of the service. This is a great way to utilize the talents of a customer and create a two way benefit in the process.
Now, most companies don’t utilize crowdsourcing to the extent of Threadless, but still have it incorportated into the business. A few examples that particularly peaked my interest were those involving personal customization and seeking creativity from customers. Jones Soda label customization as well as Adidias shoe customization puts the design in the hands of the customer and can bring about some great ideas. In today’s market, customization is on the rise as everyone wants their individuality to show and bring a piece of their personality into the products they use, especially in clothing. For a company such as Zappos, utilizing this customization option could create even more word of mouth and bring in a flood of new users, especially from the younger demographic. They could set up polls on the company blog and gain initial feedback on ideas to see what customers would be looking for most. Also, with the Zappos Twitter account gaining mass attention, the company could use this as a main platform for idea generation for a customization effort. Asking questions directly to bloggers and followers about customizing products/ making customized products available could further increase Zappos’ standing in the social media world.
This idea of crowdsourcing and individuality even expands into viral video through YouTube as many Threadless submissions such as this one are posted:
Putting some of the power in the hands of the customer will effectively create loyalists and feel a deeper connection to a brand.
