The Relationship Economy: Building Stronger Customer Connections in the Digital Age (2019) by John R. Dijulius III is about fostering both consumer and employee relationships in the modern age. Dijulius touches on the importance of utilizing conversation tools and emphasizes the importance of intentionality in conversation within his book. Overall Dijulius stresses the importance of bridging the gap of dehumanization in the growing age of technology. Through this reprioritization of goals, Dijulius believes that brands can build better customer experience and loyalty.
The Relationship Economy is a concept that Dijulius introduces, which conceptualizes interpersonal communications as a price gauger for a brand's products. “The Relationship Economy is about building a culture that recognizes the importance of each individual and of making everyone a part of a community that is working toward something bigger- a community that makes them feel cared for” (Dijulius, 2019, p. 11). The intention is for individuals to consider the importance of emotional welfare within business relationships. DiJulius explains that the end goal of the Relationship Economy is to fight against the dehumanization that is growing within modern business practices. He believes that the fight for a total digital experience is death to consumers' loyalty and emotional ties to a brand.
Understanding the importance of human connection in a marketplace, Dijulius gives several conversation models to help foster genuine relationships in business interactions. Some of the models Dijulius introduced were the Seven Traits of Effective Interaction (Dijulius, 2019, p. 36-37), FORD (p. 64), Relationship Report Card (p. 86), The Five E’s(p. 102), and the 3-2-1 (p. 107). By encouraging employees to use these models Dijulius aids in 2 main goals; an increase of emotional investment for both employees and customers and a generation of personal data that can be instantaneously used. By prioritizing attitude over aptitude in employees, Dijulius believes that it will bring more success to a business. As consumers have started to prioritize quality experience over quality products, but of course the best brands have both.
Once brands start realizing the importance of customer relations and the importance of doing it effectively, they can apply these strategies In all aspects of their business. C-suite-to-employee, employee-to-customer, business-to-business, and business-to-public relationships can all be made stronger by prioritizing intentionality in conversation. Dijulius continues to encourage the need for good conversational skills in all aspects of a company. “Customer Loyalty comes from Micro-Experiences” (Dijulius, 2019, p. 190). A consumer's perception of a brand comes from every little interaction they have with it, whether intentionally initiated by the brand or not. This means branding is not just logos and typefaces but also customer experience and earned content not generated by a business. These small interactions are led by frontline workers at your business, i.e., cashiers, receptionists, or servers. Dijulius believes that these interactions are so important that he recommends that employees be hired by conversational ability over other job-related skills. “Experiential moments and exceptional customer service are key to earning their loyalty and stimulating a positive social response.” (p. 183).
Even though John R. Dijulius is not a public religious figure, the principles he shares hold inherent Christian values. James 1:19-20 (English Standard Bible, 2001/2016) states, “Know this, my beloved brothers: let every person be quick to hear, slow to speak, slow to anger; for the anger of a man does not produce the righteousness of God”. The idea of intentionally listening to others is not new, yet it is something many people struggle with. We as Christians are called to go out and spread the Gospel, but to do so effectively we must take the time to understand those we reach out to, otherwise why would they care to listen.
Overall, how a brand makes customers feel is what a customer will remember, and that experience is what they will share with those around them. Dijulius makes this case heavily within his book. By showing the importance of genuine communication, Dejulius hopes to improve the success of many different businesses.
References
English Standard Bible. (2016). Literal Word. https://esv.literalword.com/ (Original work published 2001)
Dijulius, J. R. (2019). The Relationship Economy. Greenleaf Book Group Press.
