Archive for August, 2005

Lean Communication – stripping out irrelevance…

Just as we have seen the age of lean production, so we are now seeing the dawn of lean consumption - individual-driven d...

August 1, 2005

Just as we have seen the age of lean production, so we are now seeing the dawn of lean consumption – individual-driven demand-chains.

However, a further step awaits us, as the marketing community begins to embrace the realities of person-centric commerce. This next-step is lean communication.

Imagine a world in which every pathway to a solution is unique to each user. Not only is the solution tailored and user-driven, but the process of identifying and specifying that solution is user-driven.

Self-service communication, if you will. In a lean communications model, the reverse-marketing process by which people identify the best solutions for them becomes value-adding in its own right.

The very process of solution-discovery generates information and insight which can be shared equitably by all parties in the transaction, respecting everyone’s privacy.

Is this just another pipedream, though?

Nope. The technology to bring this form of reverse marketing already exists.

Shared decision-flow tools like www.decisionality.com can enable the creation of self-service decision pathways which guide the user to a perfect solution for them, while also enabling the corporate user to ‘gate’ its potential users according to legally compliant and transparent criteria.

Think of this as automated co-decision. Users only get the services they want. Organisations only get the customers they deserve.

Apply this logic in recruitment for example. Individuals retain their privacy as they explore job opportunities and self-qualify against potential job specs. Corporates automate and compress their vetting procedures cutting out up to 80% of ill-matched applicants, or diverting them to alternative, better-fitting roles. Intermediary recruitment firms turn their paper-shuffling service into a genuine value-added service, by

In doing so, the user, not the corporation, retains control of their experience.

Meanwhil while the web-service organisation providing the decision & selection-service retain access to the interaction patterns and pathways.

At the extreme, the front-end of a lean communcations paradigm is a simple question screen:

“What do you want today?” Put a personal knowledge bank on the back end and a web-services operator on the other, and you’ve got a self-managing market.