What if


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Right now I am absolutely convinced you’ll never catch me running around with a Google Glass on my noggin. I just can’t imagine it. Today it still seems like something that only appeals to extreme gadget freaks. Still, honesty compels me to admit that back in 1999 I told anyone who would listen I’d never use a cell phone. Even worse: in 2007 I was convinced that a smartphone wasn’t for me. Reading your e-mails on a phone? What a thought… Anyway, you can guess what really happened, right? Today I’m adamant I will never use a Google Glass… and I already dread reading this column again in five years’ time.

I have no idea whether Google Glass will turn out to be a success. What I do know is that there is no stopping the flow of new technologies offering consumers faster access to information as well as providing them with a simple platform to share their experiences with others.

It’s very interesting to think about customer-centricity in a world where Google Glass (or a variation thereof) is part of everyday life. Every company that plans to keep seeing customers ‘in person’ in the future really needs to reflect on this today. For instance, how should a gas station adjust its service if consumers can broadcast their customer experience live on the internet? How will law enforcement adjust if a civilian can instantly view a law enforcement officer’s Facebook profile on his Google Glass? And what will a service conversation look like if the customer in question can record the entire conversation and share it on various social networks?

To a lot of companies, Google Glass (or a similar app) sounds pretty scary right now. They generally focus on the gadget aspect instead of on how the gadget will affect the customer relationship. Still, there’s a simple way for companies to arm themselves against these new technological consumer toys: offer a fair, transparent and enjoyable service and Google Glass may prove to be your biggest opportunity yet. After all, wouldn’t it be wonderful if the whole world could see how far you’re willing to go to keep your customers satisfied?

The way in which you read this column probably says a lot about the current state of your client relationships. Those companies that are afraid probably still have a long way to go to prepare for this new age. Companies that are raring to go have every confidence in the customer experience they create.

Republished with author's permission from original post.

Steven Van Belleghem
Steven Van Belleghem is inspirator at B-Conversational. He is an inspirator, a coach and gives strategic advice to help companies better understand the world of conversations, social media and digital marketing. In 2010, he published his first book The Conversation Manager, which became a management literature bestseller and was awarded with the Marketing Literature Prize. In 2012, The Conversation Company was published. Steven is also part time Marketing Professor at the Vlerick Management School. He is a former managing partner of the innovative research agency InSites Consulting.


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