It is good to listen to the market. It is good to hear the voice of the consumer. But outside-in listening can never work without a connection to the day-to-day processes. Spending literally millions of dollars in buying information that ends up on the desk of the Customer Intelligence department does not make a lot of sense.
What if we have succeeded in creating intelligent content? Content that has semantic metadata, content that is tagged so we know where we can use it. How do we then present it to the people who have to base decisions on that content, to do their job? How do you design an interface that leverages the value of all those content assets? This was the question Ann Rockley put to me after my presentation at Intelligent Content 2010.
The trend is consumer engagement, wherever you look. We have to listen to consumers. Basically as a company you have 3 consumer touch points: marketing, sales and support. Which one should lead your brand web site?
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