OK, this is wicked awesome. My husband’s company, Endeca, runs a contest for their customers to see who’s making the coolest use of their services. In one fell swoop: learn what your customers value about you (including things you may not have known), reward them, and incentivize them to have a closer relationship with you. Oh, and while you’re at it, generate customer-focused ideas for future services. Brilliant. (h/t Endeca’s blog.)
So, are any libraries doing this? The closest I can think of is Read.Flip.Win, which sounds like a lot of fun, but seems to be engaging a narrower range of patrons with a narrower range of services, with more limited possibilities for intelligence-gathering.