This afternoon, the MatrixMaxx team at Matrix Group held a Town Hall meeting with clients to get feedback on about a half dozen features slated to go into the 10.1 version (scheduled for release in early February). We could have surveyed clients via e-mail or a Web survey; we could have conducted a focus group; we could have called a select group of clients and consultants; or we could have gone with our gut and made decisions about credit card processing, meeting wait lists, individual relationships, etc.
Instead, we decided to crowdsource the specifications. Crowdsource? What does this mean? Wikipedia defines “crowdsourcing” as the “act of taking tasks traditionally performed by an employee or contractor, and outsourcing them to a group of people or community, through an “open call” to a large group of people (a crowd) and asking for contributions.” Wikipedia also uses this definition: “the trend of leveraging the mass collaboration enabled by Web 2.0 technologies to achieve business goals.”
In the past, Tanya (the Director of MatrixMaxx) and I would sit down, discuss requirements, maybe make a few calls, and then decide on the specifications for each release. This time around, we decided to get immediate feedback from as big a group of clients as possible to validate our ideas and generate new ones.
The Mechanics of the Town Hall Meeting
- We sent an e-mail invitation to all MatrixMaxx clients, inviting them to an hour-long, online Town Hall meeting. The e-mail provided details on the half dozen topics under consideration, with a general discussion of the options available.
- Clients were invited to provide feedback in real-time during the meeting, before the meeting via phone and email, and after the meeting via phone and e-mail.
- About 60% of the clients registered at least one person to the Town Hall meeting, which was conducted via conference call and Webex.
- Tanya ran the meeting, leading the discussion and taking notes, which were shared out via Webex to all participants.




