I’ve done a lot of customer interviews in the past couple of years, and have learned a fair amount about what works and what doesn’t. You want to create an environment where the customer feels safe and free to share his/her actual experiences, and engaged enough to explore her memories without being distracted. Some tips:
(This is another in a series of posts about gathering & using customer stories via social media. Prior posts are listed at the bottom of this post.)
Last post I talked about using emergent constructs to determine customer values related to a company’s product or service. Values are things customers find value in, don’t find value in, or find negative value in (that is, they buy & use in spite of a characteristic).
Over the years, I’ve found myself mulling the differences between fandoms organized around narrative and those organized around music. It’s now a topic on which I have to pull together my thoughts in 1000 words or less for Henry Jenkins et al’s book on spreadable media. This post is really just me thinking outloud in a rough stab at a start. I would LOVE your feedback on the distinctions I’m drawing and those I’ve missed.
Over the years I have been creating lots of confusing, busy yet at the same time, meaningful and insightful emergent media diagrams. These attempt to help the uninitiated heritage media folk, get to grips with a multiplatform, shifting-social-media-sands, transmogodified entertainment landscape…breathe.
Growing up on Long Island, there was a store that I think was called JGE's. Long before Costco, it was warehouse shopping if you belonged to a union. The commercials starred a kinda' big guy -- Jerry -- and it was a VO asking What's the story, Jerry and he would say something like You come to JGE's, so them your union card and get the best prices... or something like that. At the end,he'd raise his hands in the air (showing off a huge beer belly!) and say That's the story!