SXSW Panel?
Jun 10th, 2008 by Michael Troiano
SXSW accepting panel proposals today, and I’d like to propose this one:
“Just for You”… Really?
Personalization technologies are all over the web now, with applications everywhere offering recommendations for movies, music, video, blogs and most anything else we might like online. Do any of these systems work, and if so how? Is “Discovery” the next “Search,” or just an excuse for behavioral targeting systems that compromise privacy? Finally… If you’re a site publisher interested in adding personalized recommendations, how do you pick a partner to help you get there, or strike out on your own and get the feature built????
What do you think? Would this be valuable and interesting? How could we make it more so?
Hey Mike,
Interesting idea. FWIW, here are some thoughts.
I’d focus on the difference btwn “Discovery” and “Captivity” — MY preferences as a consumer vs. THEIR preferences as a biz.
Getting fed is good. But which experience is better: having food brought to you at a nice table in a 5-star restaurant, or having it shoved under the door in the basement room your kidnappers have locked you up in?
20th Century thinking: Lock customers in, capture value for us
21st Century thinking: Free customers, unlock value for everyone
Execs should ask themselves: is your “discovery” business aimed at cementing true customer loyalty, or building walls that make it hard for your customers to leave?
Look at Zappos and read some case studies. They have built a great business entirely around customer service. Their word-of-mouth is incredible.
Lastly, you can’t “discover” much from inside a walled garden. Opening the world to your customers not only feels better, it builds better relationships.
It was true in “Miracle on 34th Street” (remember Macy’s Santa sending people to Gimbel’s?), and it’s true today.