The future is now. Today's world has technology to thank for a faster pace and heightened intensity. The human experience has indeed become a virtual one. We think, feel, and move in a visceral, yet virtual dimension of our own evolutionary creation. In this new era, consumer goals have ascended the pyramid of Maslow’s Hierarchy of Needs: the relationship between company and consumer, is now -- more than ever before -- a partnership.  

Company and Customer Goals Are Still Aligned

Historically, business deals were closed over a handshake, a palpable affirmation of agreement. In that moment of mutual vulnerability, a trust was established. 

Somewhere along the way, however, we stopped shaking hands. In an effort to contain the demands of an increasingly complex marketplace, an institutionalized professional distance from one’s customer emerged. 

Only the marketplace cannot be, and should not be, contained. And now, with the introduction of the social and mobile technologies of the cloud, companies have the means to become Customer Companies and engage with their customers on a personal level once again.  

The social revolution has spearheaded a new customer consciousness, and consumers can readily connect with the experiences of others through community engagement. In turn, companies have the tools to tap into this collective consciousness with ease. Not only does this fluid engagement take advantage of modern technology, but it exploits an innate desire of humankind: to connect with others in the form of community.

Communities Develop Organically

Strong communities have life spans far exceeding those of their initial members. They encourage us to advocate for our needs and create solutions as we find more ways to relate to one another. This relating creates a sense of loyalty or belonging. The more ownership you give your customer over their experience, the more they view that experience as unique to them. When companies invest in developing their own communities, customers become community members with an incentive to participate. Investing in your community will transform your business into a true Customer Company.