Emanuele Quintarelli – Organizations should recognize customers as peers

I don’t believe the issue is with the customers. I believe the issue is with the organizations, for a very simple reason. Organizations have had the power until now, so they are used to control the customer. Customers are experiencing freedom, a huge freedom, and are using this freedom to shape the market in a way that fits better with their expectations. So I think the ethical duty is on the side of the organization. The organization should recognize customers as peers, and customers right now are fighting organizations. If you can get better deals, if you can get better service, if you can just attack organizations — you’re doing this in social media for example. Because it’s a sort of reaction to decades of bad conditions, of bad services, of bad behaviors, of — I don’t know really — I think customers are looking for punishing organizations right now.

So the first step should be made by organizations to show that they really care about customers, and then establish a common ground of collaboration, but this is not yet happening. They don’t want to make this happen, because that will also mean negotiating tariffs, pricing and value sharing with customers. I think they don’t want to give up this power they still have.

If you look at telcos, it’s really clear, they’re thriving of things that have no technical value. Think about SMS, a few characters sent on the net and you’re still paying money for this and there are billions of SMS. So I think it would mean just give up this source of revenue. But they don’t want to do this, and they don’t care about the customer, not being for something that is valuable to the customer. So, again, there is an asymmetry still going on between the organization and the customer, and before collaborating this asymmetry, as with a peer, and only customers can fight for this. I don’t believe organizations will spontaneously give up this control to customers.

Other Videos

Emanuele Quintarelli - It will be somewhat a cruel change

Emanuele Quintarelli - It will be somewhat a cruel change

I believe that social business is not so much about the social technologies but is about the new purpose for the organization. If you want to call it shared value, you can do that, but basically is not just delivering values to stakeholders, but considering customers and stakeholders, and as co-creators of new products, new services, and new value, so trying to serve the society, not just to sell to the society. I think this is a new source of energy,[...]
Emanuele Quintarelli - it's not easy to choose freedom

Emanuele Quintarelli - it's not easy to choose freedom

If you want to have security, if you want to have a job, if you want to have a salary, you’re pushed inside the organization. Huge organizations are still seen as a secure home for many people, and I can understand why. But again, right now, huge organizations are not the best place to unlock people creativity, unlock people energy, unlock new solutions to the market. So you have two sides again and the tradeoff is between security and let’s[...]
Emanuele Quintarelli - Organizations change people but don't change shape

Emanuele Quintarelli - Organizations change people but don't change shape

So right now the organization is trying to keep up with the change that people are leading in their external life. The thing is that this is not happening because the organizations don’t see enough value and because organizations are not designed to change. I think that’s a key point, the way organizations are today is just to protect them from changing. So, they are changing only if they must change to survive, and in some cases they’re not even changing[...]
Emanuele Quintarelli - We are not collaborating we are fighting

Emanuele Quintarelli - We are not collaborating we are fighting

I’m not sure if it’s something you can just learn at school. I’ve seen new hires coming from good universities, and after a few weeks just become what the organization was. So you can have good principles, you can have lots of theoretical knowledge, but when you enter a huge organism like an organization, you simply adapt to the organization if you want to fit. And everybody at some point wants to feel himself or herself as a good element[...]
Emanuele Quintarelli - Engaging people into a broader mission

Emanuele Quintarelli - Engaging people into a broader mission

I think that people are desperately in need of a purpose; something different, something that they cannot find in the organization. And for some organizations, this is not meaningful, because they don’t have to exceed. They just have to execute and it’s fine. I don’t know for how many, for which percentage of the market… but when you want to have people doing something more, going the extra mile. Right now we cannot give them money, you cannot give them[...]

Comments over the web

Loading Facebook Comments ...

Leave a Reply

Your email address will not be published. Required fields are marked *