Definition . . .
Pinterest - a visual discovery tool that can be used to find ideas for projects and interests.
The current issue of the Harvard Business Review (July-August 2014) features an article entitled
"Unlock the Mysteries of Your Customer Relationships" by Jill Avery, Susan Fournier, and John Wittenbraker. The article's introduction states, "Your customers aren't just resources to be harvested; they're individuals looking for a certain kind of relationship with your brand."
Idea in Brief . . .
The Problem:
Many consumer companies lack relational intelligence--they don't understand how many different kinds of relationships customers can have with brands, nor do they know how to reinforce or change those connections. A person wanting to be treated like a friend, for instance, might find herself being treated as a mere party to an exchange.
The Solution . . .
Companies need to get better at capturing data that tell which relationship type--whether flings or partnerships or something else--their customers are looking for. They then must shift customers toward relationships that advance the firm's strategic goals. That requires understanding the unspoken rules of each type of connection. It also means reorganizing marketing around relationships.
Case In Point . . .
Pinterest has found ways to shift users into more valuable relationship types, encouraging strangers to engage in flings with the site by positioning it as a place where people can continually discover new things. Fleeting acquaintances are encouraged to connect with other users who have similar interests. As users continue to expand their connections on the site, their relationships with Pinterest shift to casual acquaintances and eventually teammates.
Note: Idea in Brief was taken directly from the Harvard Business Review article.
As soon as I read the reference to relational intelligence, the article spoke my language as I have incorporated emotional intelligence, cultural intelligence and social intelligence into my course designs. Reading about Pinterest created social-media meaning for me. Perhaps this tool will be of interest to you, as well.. Pinterest may be found on Facebook.
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