Friday, 11 December 2009
The Customer Revolution Manifesto
Every revolution needs a manifesto. The original (and still the best) customer bill of rights is the Cluetrain Manifesto.
The Cluetrain Manifesto was written in 1999. Most writing on the Internet customer from that time is now well out of date. The genius of The Cluetrain Manefesto is that it was incredibly forward looking. This was possible because it described timeless principles of customer-centricity like marketing as conversations and the importance of authenticity and trust. To some extent this implies evolution rather than revolution – new technologies represent a key inflection point placing more visibility and pressure on organisations that do not adhere to the principles outlined in the manifesto, and offering new opportunities to those that do. However, the fundamental principles of customer relationships are timeless.
Below are the first 10 (of 95) theses in the Cluetrain Manifesto:
1. Markets are conversations.
2. Markets consist of human beings, not demographic sectors.
3. Conversations among human beings sound human. They are conducted in a human voice.
4. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.
5. People recognize each other as such from the sound of this voice.
6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
7. Hyperlinks subvert hierarchy.
8. In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way.
9. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.
10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.
I would strongly recommend clicking here to read the remaining 85.
My favourite quote, which I think sums up the Manifesto quite well is this:
“ You’re invited but it’s our world. Take your shoes off at the door and if you want to barter with us get down off your camel”