Every business must set there users free. This is the basic thing to set up more confident, open and respectful relations between companies and customers. Companies who have the sense of the value of their offering and a deep understanding of the dynamics of customer- provider relations in an age of click away loyalty disengagement.
Imagine your life if you could use the universal Begone service:
“Universal Begone is intended to make things easy for us, the consumers. The principle is simple. If I receive an email from anyone whom I do not wish to receive emails with in the future, I reply with the word “begone” in the subject line.
Begone, as in “be gone, and do not bother me anymore.” A word, I point out, that is unlikely to be used for any other purpose.
The mailer is then responsible for taking me off their mailing list and not emailing me again
Is it realistic and feasible? In the current paradigms, if providers embrace this user centered culture, mail systems introduce it as part of their services, and marketers integrate it into their automatic CRM systems.
Even if not just yet, it is a groundswell, a grass root approach, and I hope that others will follow, all harnessing our sentiments about invasion to our privacy, spamming in the name of marketing discourse, keeping us captive instead of serving us according to a free, open web spirit. It highlights a universal user centered prism on our relations with our providers or wannabes. From an Icentered lens, a web of life is a web that empowers ME to selectively and intuitively choose what I want presented top me based on its relevance, solicited by me and of real value to ME.
The idea to create a BEGONE movement is yet another step to tell marketers that we have had enough and that they should embrace our culture, listen to us and respect our choices. We choose to converse with them if what they offer is of personal relevant value, and we opt whether to interact, that’s how relations should be in a pull based world where proactive management is placed at the hands of users.
Taking a universal approach with a simple basic opt out button represents a user centered culture, where we, users, own the conversations, manage them and interact out of choice.
More irritated calls will mushroom, pointing at intrusive ways of conduct, calling for transparency, authenticity, ease of opting out and calls for control shift. That’s the zeitgeist that should be embraced by providers who want sustainable relations with their users.
Marketers should not be intimidated by this reversal of mindset, if played rightly, it will bring to them their relevant clients, and that will make their ROI more pinpointed, as relationships of choice are more sustainable.
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