Acting Personal has really resonated to me. Being more personal means addressing the needs, or building the relationship, with a stakeholder/customer at the individual level such that the experience is tailored entirely to them. It means delivering products and services on a ‘pull’ basis rather than a ‘push’ basis, i.e., you give customers what they ask for, or need, not just what you want them to have. There’s no doubt that social media are key tools here, allowing for real dialogue to take place in which those needs and wants can be uncovered. I think acting personally is a big strategic decision for a business to make because it requires the whole decision-making structure to be re-oriented around the customer – you can’t start listening and then decide halfway through to ignore it because you don’t like the implications of what you hear. Jim Prior is CEO of The Partners

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