In my current role as a evangelist and rabble rouser in the new Relationship Economy [thanks to the brilliant Jerry & Doc this is my new chosen term to describe the impact all this social media stuff is having on our world], I am often frustrated when the conversation turns to technology solutions. As Jerry describes the Relationship Economy:
Transactions are the by-products of healthy relationships.
The global economy is shifting from a mass media, consumer mass-marketing model to one that is far more emergent and decentralized. The involuntary loyalty of "sticky" services is falling victim to the far preferable voluntary loyalty won through responsiveness, quality, excellent service, reliability and trustworthiness.
Sometimes, transactions don't matter.
Questions like "Should I start a blog?" Do I need a wiki? can you make this viral? What kind of video should I put on Youtube and how should I tag it - are the WRONG questions. This is basic "can't see the forest for the trees" stuff. Don't worry about the technology, worry about how to engage your customers (hint: try introducing the word "I"], andm ake products people really care about. Anil has a recent post on sustainability that is good reading, here is a relevant snip:
This refrain never goes away, but it bears repeating. Those of us who love technology and believe in its potential owe it to our communities, our audiences, and our customers to make our efforts sustainable and accountable. I'm not an unabashed, uncritical capitalist, but I do recognize that one of the most positive effects that a classic charge-a-fair-market-value-for-your-goods business model offers is the opportunity to create an accountable and sustainable relationship with a customer.
This is not a technology solution, this is a corporate strategy shift. A relationship is not about a blog, a wiki or a video - it is an attitude and a commitment. First determine what kind of relationship you want with your customers then worry about the technology to get you there.
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Bonus Link: This is the URL that got me started on this post and reminded me that creativity does indeed trump technology. And look - it's now viral.
Attribution: thanks to Josef Steufer for his gorgeous photo
