The Evolution of Customer Service: From Web Consultation to Product Personalization

The Evolution of Customer Service: From Web Consultation to Product Personalization

Introduction:
In the age of the internet, the web has become a powerful medium for customer service. It has tapped into humanity's need to be consulted, engaged, and exercise their knowledge. This article explores the concept of "Why wasn't I consulted" (WWIC) and how it has shaped various online platforms. Additionally, it delves into the success story of Crocs, a company that tripled its revenue in five years by adapting to changing customer preferences. Lastly, it discusses the rise of closed ecosystems and the importance of deep product management in ensuring project success.

The Power of Web Consultation:
WWIC, or "Why wasn't I consulted," is the fundamental question that drives online interactions. Humans have an innate desire to be consulted and have their opinions heard. Platforms like Wikipedia, Reddit, YouTube, and Stack Overflow have successfully tapped into this need and garnered a massive following. These platforms allow users to contribute, discuss, and rank content, providing a sense of empowerment and engagement.

The Success Story of Crocs:
Crocs, a popular footwear brand, faced a decline in revenue due to competition and a saturated market. However, the company managed to turn things around by focusing on e-commerce and streamlining its product portfolio. By reducing product selection and emphasizing personalization through add-ons like Jibbitz, Crocs reinvented its brand and attracted millennial customers who value online shopping and customization.

The Rise of Closed Ecosystems:
Apple's iMessage serves as a prime example of a closed ecosystem that fosters brand loyalty and control over the user experience. By keeping iMessage exclusive to iPhone users, Apple has created a sense of identity and differentiation. The company has built a rich set of software lock-ins, such as iCloud and Siri, which further strengthen its closed ecosystem. This strategy has allowed Apple to maintain a seamless and bug-free user experience, enticing customers to stick with their iPhones.

The Importance of Deep Product Management:
Deep product management involves actively contributing to the executional success of a project. Product managers play a crucial role in removing blockers, making informed decisions, and fostering strong relationships with engineering teams. By being involved on a daily level, product managers can ensure the smooth progress of a project and address any challenges that arise.

Actionable Advice:

1. Create a service experience around your published content or products. Understand what customer service means in your industry and deliver it effectively.
2. Define and enforce boundaries within your online community. Establish guidelines and address transgressions promptly, without fear of losing sales or customers.
3. Embrace personalization and customization. Identify ways to make your products or services unique to each customer, catering to their individual preferences and needs.

Conclusion:
The web has transformed customer service by tapping into the human need to be consulted and empowered. Platforms like Wikipedia and YouTube have harnessed this power, while companies like Crocs have adapted to changing customer preferences to triple their revenue. The rise of closed ecosystems, exemplified by Apple's iMessage, has further solidified brand loyalty. Deep product management plays a crucial role in ensuring the success of projects by actively contributing to their execution. By understanding and incorporating these principles, businesses can enhance their customer service and thrive in the digital era.