The way an organization interacts with its customers/consumers is a fundamental dynamic that can impact its long-term success. As an organization, are you the parent, the child, or the peer?
The Parent Model
Organizations that act like parents think they know better then their consumers. They are there to guide them, to mold them, to emphasize rules and regulations over efficiency. Conformity to the guidelines set by the organization is more important than moving from Point A to Point B as fast as possible.
I love Apple, but they are definitely a Parent organization. They set up walled gardens, they guard information closely and definitely call all of the shots. The result is high-quality products that reflect a singular vision - Apples. Luckily, the company has great vision, is fairly consistent and diligent in its approach, and executes better than any other company. It works for them.
For a lesser company though, this approach can be downright dangerous. If you do not listen to your consumers or appear too closed you risk losing out to more open organizations.
The Child Model
Worse than the Parent Model is the Child Model. With this dynamic, the priorities and focus of the company are constantly in flux trying to appeal to the whims and desires of many different parents (customers). This vision-less company seeks approval like a child from a parent. The "Child" company tries to be all things to all people and ultimately fails everyone. This model can manifest itself if a smaller company tries to land "big fish" customers and overreaches trying to appeal to each. It can also occur when a company lacks vision and makes continuous changes in the interest of following each new fashionable trend.
If your organization has symptoms of the "Child" it is time to take corrective action ASAP.
The Peer Model
This is the ideal for most organizations. With the "peer" dynamic, the organization and its customers have a healthy give and take. Customer ideas are considered in a rigorous, continuous way, but there is also a defined process for determining which of these ideas make sense based on the vision and purpose of the organization. Similarly, the organization communicates clearly with its consumers, understanding that transparency garners respect. Peer organizations ultimately need to be able to communicate well, do what they say they are going to do, and take responsibility when things go wrong. In the peer model, the organization understands that the customers must be wooed and appreciated, but that the company goals have equal weight.
The Parent Model
Organizations that act like parents think they know better then their consumers. They are there to guide them, to mold them, to emphasize rules and regulations over efficiency. Conformity to the guidelines set by the organization is more important than moving from Point A to Point B as fast as possible.
I love Apple, but they are definitely a Parent organization. They set up walled gardens, they guard information closely and definitely call all of the shots. The result is high-quality products that reflect a singular vision - Apples. Luckily, the company has great vision, is fairly consistent and diligent in its approach, and executes better than any other company. It works for them.
For a lesser company though, this approach can be downright dangerous. If you do not listen to your consumers or appear too closed you risk losing out to more open organizations.
The Child Model
Worse than the Parent Model is the Child Model. With this dynamic, the priorities and focus of the company are constantly in flux trying to appeal to the whims and desires of many different parents (customers). This vision-less company seeks approval like a child from a parent. The "Child" company tries to be all things to all people and ultimately fails everyone. This model can manifest itself if a smaller company tries to land "big fish" customers and overreaches trying to appeal to each. It can also occur when a company lacks vision and makes continuous changes in the interest of following each new fashionable trend.
If your organization has symptoms of the "Child" it is time to take corrective action ASAP.
The Peer Model
This is the ideal for most organizations. With the "peer" dynamic, the organization and its customers have a healthy give and take. Customer ideas are considered in a rigorous, continuous way, but there is also a defined process for determining which of these ideas make sense based on the vision and purpose of the organization. Similarly, the organization communicates clearly with its consumers, understanding that transparency garners respect. Peer organizations ultimately need to be able to communicate well, do what they say they are going to do, and take responsibility when things go wrong. In the peer model, the organization understands that the customers must be wooed and appreciated, but that the company goals have equal weight.
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