The Planet Re-wiring Itself
Posted by jodee14
Geoffrey Moore’s article, Systems of Engagement and The Future of Enterprise IT, was an eye opening read. The article starts by explaining (p. 1),
Over the past decade, there has been a fundamental change in the axis of IT innovation… consumers, students and children [are] leading the way, with early adopting adults and nimble small to medium size businesses following, and it is the larger institutions who are, frankly, the laggards…
And then adding (p. 1),
Our initial response might be to dismiss this trend as not really relevant to the issues of business… [The answer is] [i]n a word, No. In two words, emphatically No. What is transpiring is momentous, nothing less than the planet wiring itself a new nervous system.
And then wrapping with (p. 1),
So at minimum, if you expect [today’s digitally connected consumers] to be your customers, your employees, and your citizens (and, frankly, where else could you look?), then you need to apply THEIR expectations to the next generation of enterprise IT systems.
Wow. This frank description of the trajectory of consumer expectations and businesses requirement to meet it is far-reaching. Moore makes it clear that new and old businesses alike need to not only adapt to this new online world, but become a fluid part of it. It is no longer acceptable for a business to simply have an online presence, they must actually be present online. The new consumer expects to have immediate and personal feedback from the companies they engage with. The business that can meet this expectation will be the one best poised to lead their industries in the next decade.
So what does this look like for marketers and technical communicators in the business world? It takes the exciting shape of merged departments, whose combined talents do more to attract and retain clients than any billboard or online banner ad ever could. This new team, is not only well suited to craft a message for the masses, but to carry a company message and service into the online realm in a way that actually benefits the world’s online community. This team will need to be poised to develop and deliver the benefits that will surely be the next expectation of these growing online consumer relationships.
The online community that demands these relationships and steadily gains knowledge of their collective power, will certainly continue to require more from these businesses. As our worlds become more connected and society more aware of others’ needs and business’ abilities to meet them, the next requirement of these businesses will likely be a form of philanthropy: whether a donation toward a scholarship, the improvement of a local building, or the creation of an aid fund. Is it possible that consumer’s may be on the path to improve society’s “health” with their collective buying power and evolved expectations?
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