In today’s business world, brands of all sizes in all industries are trying to make their products and services more useful and relevant for their customers. Facebook’s launch of Places is a great example of a brand investing significant resources to increase the relevance of its offering. Although it would appear to be a consumer offering at first, the implications of the service for businesses are significant.
What matters to people is highly dependent on where they are and what they are doing, in the here and now, and businesses need to tap in to this more effectively. For example, understanding where someone is at a moment in time may inspire a friend or colleague to connect with them for a cup of coffee or talk about a new business opportunity.
Being able to connect with both employees and customers, when it matters to them and when they are near, can help reduce frustration by only offering information or distributing work at the right time. It also undoubtedly improves customer service through better targeting. Businesses should be using this kind of relevance technology to establish what matters now for all their stakeholders – and reacting appropriately will make better business for everyone.