What Is The Central Challenge Of Building Meaningful & Profitable Relationships With Customers? Is this challenge about opening up 24/7 access to your business through any and all channels? Is it about coming up with new products and services that attract customers like bright lights attract moths at night-time? Is it about taking out costly, unpredictable, unreliable human beings and replacing them with technology?
Is it about collecting and mining all the data you can get your hands on to generate insight to customers and entice them with the right offer, at the right time, through the right communication channel? Is it about redesigning processes and gluing up all the interaction channels so that the customer experience across the customer journey is an effortless one?
Perhaps. Or maybe this is simply thinking inside the existing way of showing up and travelling in the world. What way am I referring to? The technological way. What kind of way is that? It is the way that refers to human beings as human resources. It is the way that refers to customers as assets. It is the way that thinks that listening to the voice of the customer is the same as reading statistics and text which summarises and details the survey responses coming in from some customers. It is the way that seeks to replace human beings and human to human conversations with automated interfaces and self-service…..
I invite you to listen to the speaking of Erich Fromm written in the 1940s (bolding mine):
The insignificance of the individual in our era concerns not only his role as a business man, employee, or manual labourer, but also his role as a customer. A drastic change has occurred in the role of the customer in the last decades. The customer who went into a retail store owned by an independent business man was sure to get personal attention: his individual purchase was important to the owner of the store; he was received like somebody who mattered, his wishes were studied; the very act of buying gave him a feeling of importance and dignity.
How different is the relationship of the customer to a department store. He is impressed by the vastness of the building, the number of employees, the profusion of commodities displayed; all that makes him feel small and unimportant by comparison. As an individual he is of no importance to the department store. He is important as “a customer”; the store does not want to lose him, because this would indicate that there is something wrong and it might mean that the store would lose other customers. As an abstract customer he is important; as a concrete customer he is utterly unimportant. There is nobody who is glad about his coming, nobody who is particularly concerned about his wishes.
– Erich Fromm, The Fear Of Freedom
It occurs to me that many (if not most) organisations struggle to cultivate meaningful-profitable relationships with customers despite spending significant sums on the likes of customer analytics, CRM, marketing automation, and VoC. Why? My experience of the last 15 years working in the Customer space is that action has been at the abstract level of customer and customers. And almost nobody has paid attention to the experience of the concrete flesh and blood customer as a human being. As such technology has been used to remove rather than enhance what little was left of the human to human relating. Technology can do many useful things including increasing access and reducing effort. What it cannot do well is this: create, enliven, enrich human relating.