Chuga…Chuga…Chuga…Chuga…CLUE! CLUE!

by

Cluetrain or Not?

Another reason that Cluetrain is a good book is because it presents the ideal model for a successful business, an active conversation between the producer and the consumer. As simple as this tactic seems the majority of businesses have yet to master it.
One example of a company that has followed the advice in Cluetrain is a company called Rane. Rane is on the cutting edge of the digital-analog technology with their benchmark product in the line, Serato Scratch Live. The reason I bring this to your attention is because the support for Serato Scratch is like nothing I have seen before.
There are support Forums, as you would expect in one form or another on regular business sites, but Serato maintains their own website. The difference however between the Forums on traditional sites and Forums like Serato which have the Cluetrain influence is that these sites like Serato are more proficient in actually enhancing their customer’s experience.
The way Serato in particular achieves this Cluetrainian goal is through actively monitoring their Forums. Instead of the traditional way of setting up a forum where anyone could post anything resulting in feeble attempts to solve their problems with no input from the actual company behind the forum. Serato has a forum set up that is monitored by it’s, I would like to emphasize, several moderators who work for the company and are paid to solve problems.
These moderators solve any number of problems including but not limited to giving correct answers to questions that are being debated in the Forum, re-arranging posts so that they are in the correct thread (location). Basically they keep things in order and keep them moving which is impossible to say about many of the other companies out there and they do so by keeping an open conversation.
The relationship between Rane‘s Serato Scratch team and Cluetrain is that they both believe that “There are two conversations going on. One inside the company. One with the market.” #53 Cluetrain The Serato team has their behind the scenes conversations but they have equally as many conversations with their market.
Hopefully this did not sound too much of a plug for Rane‘s Serato Scratch but that was the only example of modern day companies that really engage their clientele and even prospective clientele. In a perfect world we would all have read Cluetrain, including Cooperate America.
The relationship between Rane‘s Serato Scratch Live team and Cluetrain is that they both believe that “There are two conversations going on. One inside the company. One with the market.” #53 Cluetrain The Serato team has their behind the scenes conversations but they have equally as many conversations with their market.
Hopefully this did not sound too much of a plug for Rane‘s Serato Scratch Live but that was the only example of modern day companies that really engage their clientele and even prospective clientele. In a perfect world we would all have read Cluetrain, including Cooperate America.

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One Response to “Chuga…Chuga…Chuga…Chuga…CLUE! CLUE!”

  1. ssloansjca Says:

    I think you have some good points! You definitely seem to have a good grasp of the principles of Cluetrain. I like your photo too. Good job.

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