Trust – Is it out there? Anywhere?!?

No matter how hard you look, trust is always one of the hardest things to find. Probably because trust requires work, effort, time and even more work. It requires people to build a RELATIONSHIP. People have a hard enough time doing that with each other (i.e. Middle East), never mind trying to do it with a faceless corporation. <p>

The biggest struggle for companies today is to put on a face. Some have tried and managed to create the butt ugliest face you’ve seen since your cousin Scotty was born. The key is not to cut them any slack. I totally agree with Imbrium’s stance on what we are worth as a collective. <p>

Let’s take an example: for the last 17 years, I have been a loyal Coca Cola Beverage customer. Do they actually know this? Not likely. Do they care? Maybe not, but maybe they should. There really needs to be something more than just walking into a store and buying another 24-pack of their battery acid and then heading home. Sure we get the odd sale or maybe even a coupon! I’m sorry, but after 17 years of drinking a 24 pack of Coke every other week (yikes & I’m still alive!), I think I deserve a little more recognition than a 30 cent off coupon on my next purchase. (That’s 10608 cans of coke not including what I drink when I’m out somewhere!) Especially since the coupon came in a colourful envelope along with dozens of other ads and coupons that went to every house in the neighbourhood via general delivery. <p>

Game developers need to do the same thing. I do need to make one clarification here though – this really means the development company/distribution company – NOT the actual coders themselves. Coders are essentially just interchangeable commodities you pick up off any street corner. Development companies are a lot more than just the coders. <p>

It’s all about building a relationship. If a gamer likes one release from a particular development house, then chances are they will be more likely to try out future releases from the same company. Building this base up unfortunately requires a dialogue. It amazes me that in this day and age, with all the computers and e-mail and networks and beams of particles/waves that spin around the globe every second, that it is so hard to build a dialogue. Keeping in touch with the gamers in either an individual or community style setting should be easier today than it was in the days of the original Zork game. <p>

Dialogue would likely keep gamers playing a particular game longer. Get them more interested in the bug finding, replicating, and squashing process rather than simply bitching in empty forums. Companies can gain a lot by even feigning a caring attitude (I.e. Any large bank). <p>

Bring players that have registered previous game releases into the Beta process of your future game releases. Let them get a glimpse of how a game comes to market. As with many things trust and relationships are a two way street. <p>

Give a little and the people feel like they are wanted and needed. Give a lot and they will feel like part of the family. An ever-growing family of gamers and developers that are working together to create the next big gaming sensation that will suck even more gamers into the fold. All the while realizing the benefits of effective customer relationship management – or should I say FAMILY management. Thing is it takes time, effort, and work – which in the corporate world cost money. As individuals, we’ve got nothing but a severe amount of time to waste, and we can certainly waste a ton of it meeting, greeting and disliking each other. But, for a company with a bottom line, shareholders, and quarterly profits to think about – it gets down to one thing – once you walk away from the cashier with your product, you cease to be a customer. You’re done, cooked, out of there. The money has changed hands and they hope to see you next time. But if it turns out to be someone else that shows up at the cashier next time, they won’t really notice – or care. <p>

So, chances are, if you see a company heading your way with a face on – it’s time to be very paranoid!