Communicating with Communities, or Individuals?
BY KATIE DREW, EMERGENCY LAB MANAGER
JANUARY 17, 2017
The need for differentiation and the role of mass customization.
No community is homogenous – meaning there is no ‘silver bullet’ or one ‘best channel’ to communicate via. Everybody accesses and consumes information in a different way – we are all unique. Therefore, multiple communication channels are critical – the fewer channels we use in our community communications the more groups or individuals we are in danger of excluding. It is also human nature to want to be listened to and treated as an individual. An example is how we actively seek out companies that provide individualized service and bemoan automated answering messages or boilerplate responses from customer relation departments.
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