Here’s an interesting take on soliticing opinions and ideas from consumers.  People express interest in interacting with Chrysler.  Rather than listening to everyone, they instead, will narrow down to a pool of people who will be obligated to participate in an online forum on a regular basis.

Chrysler Ready to ‘Listen’ on New Site

Here is a good discussion about using consumer service interactions as opportunities to advertise to customers.  I imagine if executed properly, this could be a winning strategy.  Too often, though, this kind of interaction feels like going to a fast food restaurant and being asked whether I want fries with that after I’ve completed my order.  In many ways, though, I think that the act of providing excellent customer service is enough to get a customer to be a brand advocate.

The other part of this conversation centers around gathering and using soliticited or unsoliticed customer ideas.  I think the heart of the matter is who owns the idea — as in a company doesn’t want to be sued for using someone’s idea if the contributor feels they are owned some compensation for their idea.  This seems prickly to me, since in today’s world, everybody feels they have a good idea and there is no shortage of good ideas for companies to harvest from the Internet.  My feeling has always been that it’s okay to take customer ideas as long as the customer agrees to give up all rights to the idea and this is strictly enforced by the law.  But what comes of plucking tasty fruits from the Internet?  If it’s posted in the Internet, does that imply that the person or entity has given up all rights to the idea.  To me, this seems like the way the Internet is, though, there is no law that says this is the case.  It’s more like a tacit agreement between yourself and the world that once you post your idea or thought, it becomes everyone’s to do with as they please.  Well, the future will tell once this notion is challenged in a courtroom.

Using Customer Service as a Branding Opportunity

This article discusses some of the methods advertisers and marketers are experimenting with to increase sales and customer engagement.  I really like how all these ideas are very customer centric and in many cases very social.

I must say the stuff I have been reading recently about the creativity going on in advertising and marketing has been very refreshing and inspirational to me.  It really seems like there are a lot of marketing innovators out there that are thinking of ways for everyone to have a winning and positive experience.  I like the way the marketers featured in this publication are embracing the latest technology and dragging their customers and conduits along with them for the ride.

Here’s a link the article.  You will need to register to read it.