It is one thing placing the customer at the centre of an organisation’s planning
and execution of business plans, and another having customers driving the
direction of a business. Many new, web-based businesses rely on the latter for
their business to succeed, and actively encourage customers to take the lead and
add value to the business. Services such as Flickr (www.flickr.com) and Twitter
(www.twitter.com) are examples of services that are user-driven rather than
user-centric. They provide tools which enable users to make the service
their own, often by allowing outside developers access in order to create
supplementary services. So, Flickr users can export their images and use
them to make custom business cards on Moo (www.moo.com). There are many
auxiliary services based on Twitter such as analysis services (www.klout.com)
or access services (www.twhirl.org).