… when you accept that it is broken, and take a little bit of time to understand why, then what to do to fix it is obvious.
The question you need to ask is ‘how can I give back emotion?’
Both approaches work and perhaps in the short term they get a similar result but in the long term only one will be sustainable.
A brand should no longer view customers as targets = a charity should no longer view donors as targets.
The danger of business as usual is that it doesn’t encourage the mindset we now need.
If you think of digital as a channel it encourages you to think how I can I use it to target more people – so you think in numbers: how do we increase followers, capture more emails?
A wow thank you is a way for people to talk about you and build your reputation. A wow thank you will spread your story. And that’s the new currency – sharing.
The clues to the future, and most importantly what you need to do now, can be found if you understand how we got here. And that understanding will spur you on to get cracking immediately.