In a Digital Rules piece titled Faith, Trust and Networks, Forbes Publisher Rich Karlgaard nails the benefits of tapping Consumer Passion on the head - even if that passion is somewhat cranky - in the latest edition of Forbes Magazine. Karlgaard, a licensed pilot and owner of a Cirrus single-engine aircraft, describes the reason Cirrus owners are Cirrus owners (they fell in love with this unique aircraft). He then goes into detail about an internet message board created by Cirrus owners, and the effect the brutally honest chatter is having on the company.
Quoting Karlgaard: "Cirrus owners raucously debate whether blame goes to a flawed part or a ham-fisted owner. The spitballs go back and forth, 24/7/365 ... In other words, COPA (Cirrus Owners & Pilots Association) is an online community like any other. Rough and uncensored. But below the hiss and venom lies gold. Steadily COPA has produced a body of knowledge about how Cirrus airplanes behave in real-world conditions that has served Cirrus supremely well."
Some companies launch their own consumer-generated pipeline (Dell's IdeaStorm an example). Others find their customers creating their own platform to chat, complain, vent and praise. Karlgaard reminds us that the customer voice, while loud and humbling at times, can ultimately be beneficial if companies take the time to listen and learn from their most passionate consumers.
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