Wednesday, September 17, 2008
Markets taking over Companies
Levine, Locke, Searls & Weinberger, "The Cluetrain Manifesto" Cluetrain.com 9/17/2008
The authors that wrote the book "The Cluetrain Manifesto" argued that the company's are not humane enough. They have automated voices that pick up when people dial their numbers. The markets are having a bigger influence over companies. They know more about the company than the company knows about themselves. The market is trustworthy because it has a human voice which is unmistakeably genuine.
"Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal.""Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked."
Even though the digital economy has progressed and made it easier for people to do business and to produce mass communication it also hinders the human reality of it. People do not trust a machine over the markets which is real human voices. People believe that companies have a i don't care attitude and are
just trying to take their money. The technology like the automated service does
not allow the customer to have a connection with the company as if they might
have had if they had talked to a person.
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Is this simply about the literal difference between a real human voice instead of an automated voice message? Aren't the authors making a grander point about the importance of "humanizing" the corporation through virtual interaction ("listening") in the digital era networking?
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