When Facebook and Twitter came along, many people thought they would be revolutionary — but how many thought they would be evolutionary?
When quantum leaps (evolutions) occur, we often look back at the previous ‘generation’ and think: “was it really ever that way?”
Now as we enter a new age of the customer -- empowered by social media reach and mobile connectivity -- the impact on business has gone beyond revolutionary — to evolutionary.
There are many definitions of evolution, but mine focuses on times core flaws get fixed by a shift in ‘DNA’. We’re seeing just that right now in the world of business.
What core flaws?
1. Using power over the customer to make bad profits.
2. Treating employees as robotic pawns — rather than potential core assets — in your customer relationships
The evolution ….
Things are changing fast on both fronts:
1. Social media and mobile are empowering customers in ways that are making it harder for companies to make bad profits — and those companies are evolving into customer centric organizations that make profits in a better way.
2. The realization that customer relationships are central to profit has caused companies to evolve their thinking around employees. With employees uniquely able to spot, understand and impact customer experience gaps and opportunities, businesses are now cultivating their employee relationships — to create a more powerful collective effort to compete via the customer experience.
Falling Behind = Death Blow
You can fall behind and catch up later in a revolution but not in an evolution. The price is very high for falling behind when there’s an evolution going on — it can be extraordinarily bad for your brand. Looking like a Neanderthal is just about the worst thing that could happen do your company — you won’t get another look, because your prospects will think you can’t evolve.