Web 2.0 Expo Berlin: Tuesday keynote: Kathy Sierra: “Creating Passionate Users”



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Originally uploaded by Stephan’s Place.

Kathy Sierra was one of the keynote speakers today, and as I think by far the most entertaining one. This might be obviously, since you read her topic, which is her mission too. On person I spoke after her keynote said, there have been no news in her presentation (to him). That might be true, but first she presents that in a really entertaining way and second, she does it in an intelligent way delivering things you already know with a new viewpoint.

One thing she was talking about, was the point how companies caring about her customers before and after they became customers. She compared for example a marketing brochure for a camera with the user manual (which is the brochure you get after you bought the camera, with your bying decision based on the reading of the marketing brochure). On the one side a delighting and inspiring artwork, on the other side a technical manual designed by an engineer for an engineer’s use. And that is really, what we mostly get. Companies woo to “strangers” and deal cumbersome to existing customers. I bet everyone has a own story to proof that! How often had you to wait in the support line? How often did you actually benefit from special offer any company (like telco’s) provide to new customers?

Kathy was asking that question:

“Can you imagine, how it would be if companies would shift the budget and the talent of people away from marketing to customer education”?

A interesting thought, isn’t it? Even when I would not agree to leave marketing without a budget, teaching the customers better to make the best use out of your product can really make the USP. And caring for customers in a way they don’t feel upset when dealing with the company.

But, as the guy said, this is all no news. But it was good to get it in those clear pictures as a packed and user friendly and entertaining message once again. I hope Kathy don’t stop to do this, even if we all know it.

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