Marketing to users

Kathy Sierra thinks it's time to end disconnect between how we treat prospective and existing users. Prospective users get a slick, sexy experience. Existing users get -- well, they get a whole lot less.

Nikon is singled out for having compelling sales collateral and very dull users manuals. Oddly enough, Nikon absolutely excels at creating passionate users and one of the main ways they do this is through their Nikon School, which focuses on teaching photography skills to new and old customers.

But Sierra's point is well taken -- you have to treat every point of contact with customers like it really matters. One misstep or message that's out of sync with your brand can resonate with users in all the wrong ways.


Technorati Tags: customers, experience, education