creative customers are loyal customers
Providing the tools for your customers to be creative is, IMHO, the pinnacle of customer experience, or the highest order of customer experience. It’s not just usable, useful, desirable, it’s now something they have invested in and co-created value with.
I love this combined use of google maps and flickr, basically someone has annotated a satellite picture of their childhood stomping grounds.
Matt Haughey childhood, seen by Google Maps on Flickr
Add to that a whole group that started providing visual narrative’s of their childhoods: http://flickr.com/photos/tags/memorymap
Both google and flickr have put a framework in place to allow customers to co-create value with their customers allowing their customers to be creative, and provide value to other customers.
Just remember though, neither of these companies skipped the steps to create that deep level of customer intimacy.
Trust > Competence > Autonomy > Creativity/Relatedness
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