Using Small World Networks to Improve the Customer Experience

Small world networks don't get as much press as they should. That is because they require effort and some human aspect to the equation which seems to be something a lot of companies have developed an aversion to these days. But small world networks are a great way to become a trusted part of a customer's inner circle.

Small world networks are the personal groups we interact with everyday. Those people in our network are our friends and family members. It is not so much social media networks for many but it can be. Within our small world networks are connectors and joiners, people who get us to meet new people and to experience new things in our lives. For many companies, that is a role than can play for customers. Social media and mobile now allows this to happen more easily.

Think back to old time western movies, in many of those movies you have the shop owner who knew everyone in town and shared information about what was going on. That shop owner was part of the small world network. Once inside the network, they became a trust influencer. The shop owner could recommend new products or help someone find a new service provider. For many businesses today, that's what they want to be, that trust member. It is possible to do.

With mobile and social, you can be the trust member of the network, but that means leaving the sales pitch at the door and really focusing on the information piece of the equation. People want advice and information to live their lives, now if you are selling products to people or services like taxes or legal advice, once someone gets to a point where they need your help beyond advice, you are in a great position to be the provider of choice because of that contribution to the small world network.

Of course getting to that point is a complex one that involves technology, design, psychology and soft selling. If you want to know more, I'm always happy to talk about it.