Recently I have read a few very valid Social CRM posts / publications that make the point that the company is not in the driving seat of the relationship with the customers anymore; the balance of power has shifted and is now in the hands of the consumers.
- As a sample: CRM’s magazine May issue with “It’s not your relationship to manage”
Point taken, agreed and accepted… However I want to offer a complementary point of view:
While I can’t really control the relationship I have with anyone in my various circles I do have the option (responsibility I’d say) to play my part in these relationships; if I choose to participate in it the right way and the other party does the same then it is likely that our relationship will strengthen through time and become more valuable for the participants… this is true for my marriage and friendships (I am a very lucky man) and I believe it is also true for the relationship for a company with its customers.
So the point is: while a company can’t control the relationship with its customers it can certainly do its part to try to make that relationship work; but what is that?
Following my analogy I searched for “How to Meet Your Wife's Needs” and found this article; I think the points it makes fit well:
2. Court (Date, Interact, Exchange, Relate)
3. Bring Value (Gifts)
4. Discover (Use the courting to understand evolving needs, adapt accordingly)
What do you think?