Connected companies

"The Old ApproachCompanies used to interact with customers only episodically, when customers came to them.
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The New ApproachToday, thanks to new technologies, companies can address customers’ needs the moment they arise—and sometimes even earlier. With connected strategies, firms can build deeper ties with customers and dramatically improve their experiences.
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The UpshotCompanies need to make continuous connection a fundamental part of their business models. They can do so with four strategies: respond to desire, curated offering, coach behavior, and automatic execution.
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A seismic shift is under way. Thanks to new technologies that enable frequent, low-friction, customized digital interactions, companies today are building much deeper ties with customers than ever before. Instead of waiting for customers to come to them, firms are addressing customers’ needs the moment they arise—and sometimes even earlier. It’s a win-win: Through what we call connected strategies, customers get a dramatically improved experience, and companies boost operational efficiencies and lower costs.
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In our research we’ve identified four effective connected strategies, each of which moves beyond traditional modes of customer interaction and represents a fundamentally new business model. We call them respond to desire, curated offering, coach behavior, and automatic execution."

Trechos retirados de "The Age of Continuous Connection"