I have been arguing that technological and societal changes are causing an increased sense of alienation in the population and that this leads to indifferent customers. Here’s a recent report with startling but supportive results.
A recent study, funded by the National Science Foundation, demonstrates that Americans are far more isolated today than they were two decades ago. A quarter of Americans say they have no one with whom they can discuss personal troubles, more than double the number who were similarly isolated in 1985.
This study was reported in the June 2006 issue of the American Sociological Review.
Here are a few thoughts on the implications for business relationships:
First, isolation or alienation leads to defensive or indifferent customers. Both are coping strategies; they temporarily reduce the associated stress. Both reactions lead to customers who are less trusting and less open minded.
Second, recent trust studies indicate that we rely more and more on the opinions of friends and associates, people we trust. If people don’t have trusting interpersonal relationships, to whom do they turn?
Third, change and innovation create uncertainty, which reduces a person’s sense of predictability and control. This, in turn, contributes to indifference or even apathy.
Who wants indifferent or apathetic customers?
Here’s the optimistic view. People will be attracted to customer experiences that give them a sense of inclusion and help them regain a sense of predictability and control.
While it is more complicated that this, a genuine smile from a clerk usually causes a reciprocal smile and the feeling that one belongs.
The underlying conditions that are causing a sense of alienation are not going away. Companies that recognize this and devise ways to help their customers overcome this situation stand to greatly enhance their customer equity.
I deal with this issue at length in my forthcoming book Addicted Customers: How to Get Them Hooked on Your Company. Go to www.AddictedCustomers.com to find out when the book is available or to receive a preview document.
