During an internal meeting the other day, my team was discussing the implementation of some of the ideas we have around blending the social with the professional to really help small businesses meet their needs. One of the main reasons I joined the Intuit Partner Platform team was because I really felt aligned to their vision around helping SMBs connect to any application required to succeed. The platform, itself, is -well- just a platform. There is a bigger need to have that platform as just a part of the customer experience (without even realizing there is a platform). There is an entire ecosystem available to small businesses, both inside and outside of Intuit that should be working together to achieve this.
So, my first order of business was to sit down and think about the experience purely from a customer point of view. I asked myself, “In the day-to-day operations of a business, what would be my needs?” The answer to this question led me to the Intuit Customer Community, where SMBs are highly active in both asking and answering questions, learning from one another and supporting the growth of their businesses. The platform makes a nice fit here, too, as the marriage covers the social and technical needs of the community members.
But there was still something missing. Something I couldn’t quite put my finger on. Until the team meeting where we started to spec out how we would structure such a marriage. Everything seemed to be there: asking and answering, connecting, collaborating, sharing, trying apps, buying apps and recommending apps. Without even thinking about what I was about to say, I blurted out:
Where do we account for the ability to throw sheep in this plan?
There it was. The thing that was nagging me all along: when you are designing a user experience, how do you leave room for (or even encourage) the fun, seemingly non-productive behavior that users engage in. The stuff that encourages light interactions between community members. The stuff that includes throwing sheep, poking, giving virtual gifts and nudging. It is this fun stuff that helps community members break the ice, bridge and dabble with connections. It can be noticed by all or behind the scenes, but represents a fun and light interaction between two people that opens the door to deeper interactions. And it is as important in business as it is in social circles.
So, as you go through and design your product, website, community site, etc. ask yourself: “Where are we accounting for the ability to throw sheep in this plan?”
That’s an interesting question, and shows how deeply you “get” what tends to make social platforms take off.
But… when it comes to small business adoption… I can’t think of any small businesses that throw sheep. Individuals, sure, maybe even a few startup type teams. But not existing small businesses – they are too busy running their business to throw sheep.
Perhaps, however, some third party developers, some individuals, could connect with a small business or two, see if they could adopt or try out their “sheep throwing” app.
What I would envision is a way to connect developers with small business folks. Maybe a way for SBs to “request” some small app or feature, and a way for a developer to enable that via IPP, sort of a rentacoder.com, but focused soley on IPP.
- Matt H
Customers with worry and despair need comic relief! What if the features of customer service mimicked the elements that made humor work? Examine the construction of this joke from comedian Joe Weinstein.
“My dog is worried about the economy because Alpo is up to 99 cents a can. That’s about $7.00 in dog money!”
What makes this joke funny? The comedian created a mental pattern and then unexpectedly broke it with the last two words. The punch line is simple to get and joyful. What if customer service was unexpected, simple and joyful?
A woman traded in her car for a new one. A week after she had her new car she turned on the radio and discovered they had programmed in her radio stations from her trade-in—unexpected, simple and joyful! We all need comic relief—especially our customers.
Hello and thank you for your posts; they are pithy and insightful, and I have added you to my regular blog feed. I think our new world of social media systemically runs on the “social” aspect and it’s not even plausible to consider any sort of expansion without the “throwing sheep” necessity.
So, rather than you having to make it a point of concern, it ought to automatically be bullet-point on the flow as a priority issue; without it, you’re doomed to stilted media mediocrity.
Alright, I’ll stop because you basically already said all that haha; but I wanted to drop a line as a fellow blogger living in Tibet and still very much interested in these issues.
Be well,
Geneva
That’s the *WOW* question. How do we create processes that allow for human interaction and don’t get blogged down in connecting the squares. Thank you for getting it name (“throwing sheep”) and a visual. Can’t wait to noodle the concept and share your blog and ideas with others.
Thanks Tara for the fresh perspective…totally agree that we need to incorporate the emotional factor into solving customer problems, and especially in the social…we usually forget that tax and accounting are among the most tortuous experiences for most people, including SMBs…I was reading another idea this morning where an engineer proposed using gaming techniques to solve business problems, like making game out of coding (Bop-the-expenses?)…I’m a big fan of Webkins (stuffed animals that have a 2nd life online), not because my 10 year old loves them, but because my teenager and wife play too- as an outlet for the stresses of the day…so thank you for pointing out what us serious types too often overlook- the fun stuff that binds the community together.
Been following you on twitter for a while, but hadn’t yet had the pleasure of reading your blog. So glad I stopped by.
The concept of introducing “sheep throwing” elements into a user experience is insightful on so many levels. Personally, I think life is way too short to go a day withOUT throwing a few ewes. Its fun, they like it, and it makes other people smile. And, if you can make other people smile, you’re one step closer to building a positive and genuine relationship – whether you’re an individual reaching out to make friends or a company reaching out to make friends with potential consumers. Either way – I’ve been saying this a lot lately – people are people … the core of what we want is the same whether we are having a day off or nose to the grindstone – and comic relief is definitely one of the core needs … especially these days.
Thanks for the great “spark” post – lots to think about and integrate into current projects. SO looking forward to more AND the book. Best of luck!