The customer service industry was created by mistake.
It’s been effectively outsourced by many companies (intent only on cost containment) for the past decades, and since the advent of the consumer internet has often been woefully ill-suited to meeting customer needs.
Digital marketers have spent the better part of the last decade studying trends in media consumption, and many analysts have made comparisons of social media platform users to tribes.
Phrases like “neo-tribe” and “digital tribes” have, in some corners, become popular descriptions of the individuals who have banded together in groups and built communities around communications software.
But, what is a tribe? How do they work? And what can digital marketers learn from studying them?
I have been devloping a series of reports exploring the concept of tribes in a digital world as part of the Digital Vision project run by Econsultancy, an effort to help new thought leaders get their insight out into the digital marketing world. My third report, Digital Tribes 3: Organization (released today), highlights how tribal organization models can support online communities.