Traditionally companies have been seen mostly as B2B or B2C organisations, but truly, if we stop to think, there is only one way a business goes, and it is by building their people-to-people competences. If we do not stop thinking customers and consumers, staff, suppliers, partners and instead start thinking HUMANS we will miss the biggest opportunity the digital environment and online networks offer us.
When it comes to customer engagement, being customer-centric is not enough in today’s hyper-connected world. You’ve got to learn pay attention and care, LISTEN! Then speak with a human voice.
I normally define these new hyper-connected consumers with three classic British Rock’n’Roll songs: “All I need is love” (The Beatles), I can get no Satisfaction” (The Rolling Stones) and “I want it all, I want it Now” (Queen). They want all our love and care, they are never satisfied and loyalty is as good as the new offer or product to get their attention away, and hey it all now or never… (OK, but that is another song…)
What can businesses do? How communication and engagement should occur? What about transparency and openness? Humanising their activities, release internal staff to grow and develop their full potential.
It is time to rethink core business functions and redress relationships internally and externally with all parts involved in a honest two-way conversation. After all as Carnegie has expressed….
“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.”
― Dale Carnegie, How to Win Friends and Influence People
Andy de Lima 