He talks about giving customers what they want, without them really even knowing it. To me, Google is the KING of this. All of the features of gmail, all the ways that this ties in with that and this cool little tool (such as shortcut keys on gmail for me) are made so much better and more importantly, demonstrably better than the competition.
He mentions the concept of surveying the customer toward the beginning of the relationship, in a way that they don’t really even notice, but then using the information they provide to customize their experience.
I think cookies provide a perfect way to utilize this. For instance, when signing up for the site, you could ask questions about what style the dancer is most interested in–from that point forward, that style of dance would be prominently featured in all relevant areas of the site. This is the only idea I have come up with thus far, but I think that this idea can be applied in a lot of truly useful ways through the Internet.
Off we go!
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