with Dave Robertson of Critical Mass
notes by Donna Barker
Brief, inaccurate history of interaction
2 people carrying out a transaction
Buying a computer in Brazil 10 years ago as case study: in person interaction with questions and finding out what the purchasers needs are to custom build the computer.
Buying a computer in Prince Rupert 10 years ago as case study: catalogue to guide first impression, call the vendor to have other questions answered.
Buying a computer today: most people in room have bought a PC online in the last 2 years. Salesperson is mediating purchasers with thousands of people a day who they never see face to face. The problem, if you can’t see who you’re talking to, this is what happens: the vendor goes through increasing degree of isolation from customers and don’t know who those customers are.
The first step is to be self-referential. “We need to build a site to sell computers and I think it should behave like this.” But it’s like looking into a mirror. You don’t see the millions of customers behind the mirror, you only see yourself.
Impact on the manufacturer and brand is that it compromises the loyalty of the relationship since people don’t get what they expected or need.