The Best Way to Gain a Competitive Advantage Today
COVID-19 is not changing the future, it is accelerating it. Even before 2020, we were living in the “digital disruption era.” Our current situation is allowing too many businesses to hide behind technology even more than before.
The more you place technology between the company and the customer, the more you remove the human experience. People crave human interaction. Customers desire recognition and a personalized experience; technology can never be empathetic or build relationships. In short, technology cannot provide genuine hospitality. It cannot express empathy, make people feel cared for, express emotions and vulnerability in a relatable way, or make people smile and laugh.
The pendulum has swung over to high tech and low or even no touch. Consequently we long for a sense of community, belonging, and purpose, a world in which people actually know our name, what we do, what is important to us, and have trust in one another. Today trust is an endangered value. Those who understand that human touch is the most important part of any experience, especially a great customer experience, will flourish. Personally and professionally, success is increasingly about creating and building human connections.
Of all the skills we can work at daily, the one that will have the biggest impact on us personally and professionally, is the ability to build an instant connection with others. This is way more than a mere communication skill. It is the ability to communicate with a purpose—to build your community at every stage of your life. Building a relationship with someone else, whether an acquaintance, friend, customer, coworker, or a total stranger, is far and away the most important skill every human being should be taught at an early age and then should hone throughout life. This skill should be taught at home, in school from pre-kindergarten to graduate school, and, of course, in business. Unfortunately it is rarely taught in any formal way.
Focusing strictly on a digital experience will eliminate customer loyalty and emotional connection to a brand, which is why the Relationship Economy is emerging. Business leaders around the world have to take advantage of technology advancements while balancing a human experience that people crave, want, and need.
How to Thrive in The Nermal
For anyone and any business to thrive in the “Nermal” (new normal), they will have to master the art of relationship building now more than ever. In a Relationship Economy the primary currency is made up of the connections and trust among customers, employees, and vendors that create significantly more value in what we sell. These relationships and connections help make price irrelevant.
The Relationship Economy is about building a culture that recognizes the importance of each individual and of making everyone a part of a community that is working toward something bigger—a community that makes them feel cared for.
The Relationship Economy is how strongly you feel about the people and businesses in your life. Relationships are the biggest differentiator in customer and brand loyalty. Relationships are at the center of all we do.