Comments on: “Digabilities”: Essential “Abilities” for Thriving in The Digital Age http://experiencematters.criticalmass.com/2007/09/21/digabilities-essential-abilities-for-thriving-in-the-digital-age/ Great customer experiences and what it takes to pull them off Fri, 04 Jul 2008 20:38:34 +0000 http://wordpress.org/?v=2.5 By: David Armano http://experiencematters.criticalmass.com/2007/09/21/digabilities-essential-abilities-for-thriving-in-the-digital-age/#comment-57 David Armano Tue, 09 Oct 2007 21:40:03 +0000 http://10.98.16.51/experience-matters/?p=45#comment-57 "There’s a lot of talk in our industry about having conversations with your customer, but can you recommend some companies that are doing it the best?" Dan, I've been using Dell as an example well before I ever came to Critical Mass. And after seeing them in action last week, it confirmed my position that they are breaking new ground. The tools that they use to listen to customers are very sophisticated. They can respond very quickly. Also, they are one of the most aggressive in this space will multiple social initiatives being evolved in real time. “There’s a lot of talk in our industry about having conversations with your customer, but can you recommend some companies that are doing it the best?”

Dan,

I’ve been using Dell as an example well before I ever came to Critical Mass. And after seeing them in action last week, it confirmed my position that they are breaking new ground. The tools that they use to listen to customers are very sophisticated. They can respond very quickly. Also, they are one of the most aggressive in this space will multiple social initiatives being evolved in real time.

]]> By: Derek Phillips http://experiencematters.criticalmass.com/2007/09/21/digabilities-essential-abilities-for-thriving-in-the-digital-age/#comment-56 Derek Phillips Fri, 05 Oct 2007 16:20:39 +0000 http://10.98.16.51/experience-matters/?p=45#comment-56 David wrote: Brands who make themselves accessible to consumers thrive in the digital age. Those who obsess over complete control may find themselves fighting for survival. I think this is the biggest obstacle to both brands and many "traditional" marketers. The idea that you have to let go of your content seems to freak people out, but guess what: it happens with or without you. Anyone with access to your content and an Internet connection can distribute now. Music labels are learning (or not, at their peril) this the hard way. The old models of distribution are blwon out and the consumer now decides how, when, and where they get content. So what's a company to do? I think companies who embrace this new dynamic are the ones who will thrive. ENGAGE your customer. There's a lot of talk in our industry about having conversations with your customer, but can you recommend some companies that are doing it the best? Great post. I'll be watching how you develop the rest of the Digabilites. David wrote: Brands who make themselves accessible to consumers thrive in the digital age. Those who obsess over complete control may find themselves fighting for survival.

I think this is the biggest obstacle to both brands and many “traditional” marketers. The idea that you have to let go of your content seems to freak people out, but guess what: it happens with or without you. Anyone with access to your content and an Internet connection can distribute now. Music labels are learning (or not, at their peril) this the hard way. The old models of distribution are blwon out and the consumer now decides how, when, and where they get content. So what’s a company to do?

I think companies who embrace this new dynamic are the ones who will thrive. ENGAGE your customer. There’s a lot of talk in our industry about having conversations with your customer, but can you recommend some companies that are doing it the best?

Great post. I’ll be watching how you develop the rest of the Digabilites.

]]> By: RUBBISHCORP® » Blog Archive » Digabilities http://experiencematters.criticalmass.com/2007/09/21/digabilities-essential-abilities-for-thriving-in-the-digital-age/#comment-55 RUBBISHCORP® » Blog Archive » Digabilities Fri, 05 Oct 2007 07:38:53 +0000 http://10.98.16.51/experience-matters/?p=45#comment-55 [...] Essential abilities for thriving in the digital age. [...] […] Essential abilities for thriving in the digital age. […]

]]> By: Ginger K http://experiencematters.criticalmass.com/2007/09/21/digabilities-essential-abilities-for-thriving-in-the-digital-age/#comment-54 Ginger K Thu, 04 Oct 2007 06:42:36 +0000 http://10.98.16.51/experience-matters/?p=45#comment-54 Hey Dave, this is a wonderful and thoughtful post. Just wondering if an "ability" that addresses client service in terms of concerns, documentation, reassurance, and follow-up, wouldn't also be an "ability to thrive in the digital age"? That is, if by thrive, we mean continue to earn a living? :) Hey Dave, this is a wonderful and thoughtful post. Just wondering if an “ability” that addresses client service in terms of concerns, documentation, reassurance, and follow-up, wouldn’t also be an “ability to thrive in the digital age”?

That is, if by thrive, we mean continue to earn a living? :)

]]> By: Heidi Skinner http://experiencematters.criticalmass.com/2007/09/21/digabilities-essential-abilities-for-thriving-in-the-digital-age/#comment-53 Heidi Skinner Wed, 03 Oct 2007 17:47:24 +0000 http://10.98.16.51/experience-matters/?p=45#comment-53 "Integration isn't key," anymore. It's more about convergence across platforms, and less about disseminating the same message multi-channel. While I don't agree with Garfield in that the business model will not survive, the industry needs to do a better job at adapting to consumer behavior and how they relate to brands and their messages. I think your 12 points of digibility lays the groundwork for developing a solid brand strategy. And if 12 points is too hard to remember, I think a baby step to convergence is remembering the big 4: content, community, personalization and usability. “Integration isn’t key,” anymore. It’s more about convergence across platforms, and less about disseminating the same message multi-channel. While I don’t agree with Garfield in that the business model will not survive, the industry needs to do a better job at adapting to consumer behavior and how they relate to brands and their messages. I think your 12 points of digibility lays the groundwork for developing a solid brand strategy. And if 12 points is too hard to remember, I think a baby step to convergence is remembering the big 4: content, community, personalization and usability.

]]> By: Brett Slater http://experiencematters.criticalmass.com/2007/09/21/digabilities-essential-abilities-for-thriving-in-the-digital-age/#comment-52 Brett Slater Fri, 28 Sep 2007 11:43:10 +0000 http://10.98.16.51/experience-matters/?p=45#comment-52 I think the "viral" comment stems from both the "Shareability" AND the "Experienceability" points... People love to be the guy who forwards that cool/funny/poignant e-mail -- to share their experience(s) not just with the brand or product itself, but those experiences that surround or accompany it... Particularly with the ease with which digital information can be shared, Brands have to consider, "How readily will consumers want to share this ad [video/article/blog]?" Which may beg the question: Is it possible to deliberately viralize a Brand? Thanks for a great article... I think the “viral” comment stems from both the “Shareability” AND the “Experienceability” points… People love to be the guy who forwards that cool/funny/poignant e-mail — to share their experience(s) not just with the brand or product itself, but those experiences that surround or accompany it… Particularly with the ease with which digital information can be shared, Brands have to consider, “How readily will consumers want to share this ad [video/article/blog]?”

Which may beg the question: Is it possible to deliberately viralize a Brand?

Thanks for a great article…

]]> By: XLNTads Blog » Blog Archive » Bob Garfield on Advertising, Blogging http://experiencematters.criticalmass.com/2007/09/21/digabilities-essential-abilities-for-thriving-in-the-digital-age/#comment-51 XLNTads Blog » Blog Archive » Bob Garfield on Advertising, Blogging Thu, 27 Sep 2007 20:40:27 +0000 http://10.98.16.51/experience-matters/?p=45#comment-51 [...] Garfield speaks about advertising as a product and how it will evolve in the digital age. Experience Matters comments: …by and large, what Garfield is tapping into is the fact that many agencies [...] […] Garfield speaks about advertising as a product and how it will evolve in the digital age. Experience Matters comments: …by and large, what Garfield is tapping into is the fact that many agencies […]

]]> By: Digital Art Schools » Blog Archive » Experience Matters - "Digabilities": Essential "Abilities" for Thriving in The Digital Age http://experiencematters.criticalmass.com/2007/09/21/digabilities-essential-abilities-for-thriving-in-the-digital-age/#comment-50 Digital Art Schools » Blog Archive » Experience Matters - "Digabilities": Essential "Abilities" for Thriving in The Digital Age Wed, 26 Sep 2007 10:43:40 +0000 http://10.98.16.51/experience-matters/?p=45#comment-50 [...] Darren Murph wrote an interesting post today onHere’s a quick excerpt’some agencies have really struggled with the fact that unlike traditional advertising tactics digital isn’t a channel—it’s a lifestyle. I’m currently working a through a set of "Digabilities"’ [...] […] Darren Murph wrote an interesting post today onHere’s a quick excerpt’some agencies have really struggled with the fact that unlike traditional advertising tactics digital isn’t a channel—it’s a lifestyle. I’m currently working a through a set of "Digabilities"’ […]

]]> By: howard http://experiencematters.criticalmass.com/2007/09/21/digabilities-essential-abilities-for-thriving-in-the-digital-age/#comment-49 howard Mon, 24 Sep 2007 21:35:47 +0000 http://10.98.16.51/experience-matters/?p=45#comment-49 nice post thanks for your insights i wrote a piece last month http://www.talentzoo.com/website/columns/ColumnContent.aspx?Id=1958 that talks about what i feel is a critical moment we are at which is the handshake the addressing of the nuances of audiences and the invitation across the digital divide take care nice post thanks for your insights
i wrote a piece last month

http://www.talentzoo.com/website/columns/ColumnContent.aspx?Id=1958

that talks about what i feel is a critical moment we are at
which is the handshake
the addressing of the nuances of audiences and the invitation across the digital divide

take care

]]> By: David Armano http://experiencematters.criticalmass.com/2007/09/21/digabilities-essential-abilities-for-thriving-in-the-digital-age/#comment-48 David Armano Mon, 24 Sep 2007 15:41:36 +0000 http://10.98.16.51/experience-matters/?p=45#comment-48 Dan, Thanks for that thought. It dovetails nicely with one of the comments over at BusinessWeek. I'm currently working on a point that addresses putting customers, users, people first through acting upon what we can learn from them, Karl, Gah! I'm not font of "viral" but let me think about this a bit more. I hear what you are saying... Dan,

Thanks for that thought. It dovetails nicely with one of the comments over at BusinessWeek. I’m currently working on a point that addresses putting customers, users, people first through acting upon what we can learn from them,

Karl,
Gah! I’m not font of “viral” but let me think about this a bit more. I hear what you are saying…

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