Seat at the Table

Here’s a great example of making the customer, traditionally an external audience, into an internal audience.  Yesterday I received an e-mail from from our local Aquarium asking me to rate my interest in the films they are considering for their big screen theater (here’s the survey).  My reaction to this was three fold - 1) I appreciated the opportunity to have a say in what is being shown; 2) I’m more likely to pay attention and go if the movies I pick are shown; 3) I’ll probably pass the word on to friends with kids as both a more loyal and impressed customer.

By making me a part of their content decision making process, the acquirium has drawn me in to being an internal audience.  After getting the email, I thought about the differences and gains companies make by making the customer, an external audience by default, an internal audience. I came up with a few differences.  Do you have anything to add?