In part three of a look at new-school thinking on client attraction and client retention strategies, top US leadership consultant Dr Dan Novak examines how technology is impacting upon client relations.
TECHNOLOGY and connectivity are enabling new conversations with clients and customers. Social networks are one example of Web 2.0 concepts that encourage openness and collaboration with clients.
Clients and consumers who are excited about their experiences provide a service for the organization, and receive gratification as they exchange their experiences with others.
Online forums a vital platform for clients and customers
“Moderated forums are another innovative example of a Web 2.0 concept that generates widespread awareness about topics such as organizational transformation or innovation, says Dan Novak, a senior consultant with Leadership Strategies Group.
“These are literally giant, open conversations potentially involving thousands of employees, partners, clients and even family members,” Novak says.
Forums use unique tools and moderation techniques to provide organizations with an unprecedented way to surface, cultivate and discuss new ideas.
“Collaborating on developing those ideas will drive innovation for the company,” says Novak. “Forums tap into the collective knowledge and typically prove to be a catalyst that helps create a more collaborative culture, moving people from theory to action.”
Novak reminds businesses that forums have produced “literally thousands of fresh ideas, discussion threads and well-argued debates”.
Open collaboration and innovation crucial in modern client relations
Focused and deliberate collaborative innovation among all stakeholders – including clients, customers and employees – is becoming a required business competence.
“Innovation today is inherently cross boundary, having replaced technology- or demand-based innovation,” comments Novak. “Thus, organizations should collaborate with external partners and clients in order to achieve unprecedented innovation and improve organizational outcomes. Client-focused and client-facilitated collaboration, including co-creation of products and services, can lead to sustainable innovation and success.”
Novak goes on to cite “a little-known lesson” in open innovation in the technology industry.
“The market-dominating Microsoft represents less than 1 per cent of the computing ecosystem, as measured by revenue or number of employees.
“Recently, the self-organized and collaborative Linux community has attempted to reshape that technological ecosystem, providing value to themselves and others.
“Upon deeper examination, most organizations find that they similarly depend on hundreds, or perhaps thousands, of other organizations as part of their ecosystem to deliver a product or service.”
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22/10/2009
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