Social Business pundits love this topic. Push -> Pull
I'm here to tell you that while the pull economy is real and important for the maturation of social business, it's really old news.
Events emerging on the horizon are changing they way your customers relate to you on a much deeper level, and business decision makers today need to start thinking about what the social customer experience will look like after the pull economy begins to sunset.
Yes, I said the pull economy is waning.
Here's the rational.
Having watched the emergence of the pull economy blossom over the late 90's and mid 2000's it became clear to me that somethng transformational was happening in terms of the role peer connections is playing in the new digital communcation paradigm that is emerging today. As a digital measurement and analytics practicioner over the last 15 years I've seen two truths emerge:
Truth: People trust their peers more than brands. Today's social customers have exponentially more connectivity and influence
Truth: Customer obsessed companies acquire new customers with trust and activate current customers through; highly-informed experiences online and off, knowledgeable staff delivering personal experiences and real-time interactions and solutions.
Brands that empower trust between customers and employees, co-create shared experiences and are better attuned to the overall customer experience, which means they can more quickly pivot, extend and escape the reach of their peers.
What does this mean for the CEO, CFO, CMO and CIO or the future? While pull is important in the new digital ecomony unfolding, Trust is the social currency that will power the new age, the age of the consumer. If you are not thinking about how to build trust between your brand, yor employees and your customers, best to pack it in right now.