As he has done many times in the past Paul Greenberg has inspired me to write based on his recent post titled: “Thinking it Through Some More: More on What Else? Social CRM”; this is a long post (which I recommend read in its entirety) so allow me to surface a couple key nuggets with some commentary:
- “The business ecosystem is controlled by the customer”
Absolutely agree; no contest. However there is plenty that the Company / Brand can do about it; among the most basic ones is truly engage in a two way communication with these customers, establish a relationship based in really caring for the things they care about and trough this relationship influence (not direct, not command) the “business ecosystem”; a good read in this space is: “Influence: The Psychology of persuasion”
- “even these non-savvy customers are being impacted by the communications revolution”
Indeed; the friction has been eliminated and now a large number of customers are in the position to find each other and discuss / exchange around those things they care about and inform each other of likes and dislikes; in this brave new world brands / products are truly what the customers say they are..
The good news for brands / companies is that this works both ways; the fact that customers are using these technologies means we can now discover who is talking, where, about what and with what kind of impact… The question is: how good is your company about taking advantage of these and turning this into actions that satisfy your customer needs and bring you business results? This has less to do with technology and more with disposition, structure and organization wide efforts to structure around the customer… If you are used to one way communication managed by different silos of your company it is time to gain some new skills…
What do you think?