Once you understand this relationship you can decide on the recommenders that will bring most value. If your business is purely consumer and sales based, think of the opportunities a recommender that moves them from consumers to customers brings. If you could track what time of the day and under what conditions people normally buy together, what their basket looks like and all the other data points, how much more value that can bring to your relationship just by engaging more with them.
If you have a consumer relationship and you can turn it into a client relationship, that can be quite transformative. Now you can provide a recommendation, ask one or two questions at a time, and let their responses set the context for the next recommender or the next experiment you run. This allows you to truly get to know each individual within your community. It means that your engagement now becomes far more important because it’s beyond transactional. It’s far more engaging and bidirectional and it’s basically a conversation.
You’re now in a position where you continuously learn about their preferences, about the things that they are interested in and feed off that, to make sure that you make the correct recommendation. Or indeed, the incorrect recommendation which is just as important to determine what the person really does and doesn’t want.