The changing definition of a customer

Updated: Oct 20, 2019

The conventional definition of a customer is one who offers money in exchange for goods or services. The modern definition changes it to one who creates value. That makes clients, team members, business partners, shareholders, stakeholders, vendors and society an ecosystem universe.

We live in a connected world and yet we find it difficult to make these connections. Why is that? Perhaps we should drill right down to the context of the term "connected"?

Consuming to Contributing

The emerging structures, synergies and systems globally are more oriented to contribution rather than mere consumption, marking a clear departure from the past. This is the significance of democratization where trade and economy is tied closely to the progress and prosperity of societies on the planet. This makes openness, collaboration and sharing as a necessity more than a nice to tag slogan.

Bridging the gap

Technology has come a long way to bridge the gap between the physical and virtual. Moving from the second industry revolution where motion pictures was a huge innovation, we are now successful in reducing the nanoseconds lag in video calling anywhere in the world. We have even become successful in creating virtual environments where people can collaborate and share work in real-time. Yet, these transactional technology implementations have to be connected to an ongoing enterprise process.

For example, what about roadside assistance to an autonomous vehicle when it exercises a snag on a freeway? Or the ability of digital health record to warn its connected ecosystem at the first signs of impending dysfunction even when the person is not in a controlled environment such as a hospital? Or the ability of a real estate system to initiate a payment for property tax as an annuity process?

We have imagined this as a blockchain but it first needs to be unwrapped as a business process before technology is turned on.

Distinguishing Processing from Computing

The modern technology demands that we make the distinction between the terms computing and Processing. Computing is when there is intelligent decision making in real time in a transaction that involves several process loops that operate concurrently. Whereas processing is more sequential. In a world where we are driven by operating on algorithms steadily reducing the gap between the tasks humans and machines can perform, there is an opportunity to understand that the business logic and rules are more tightly woven to connect this customer ecosystem universe to thrive.

The architecture of the cosmos already does work in a connected universe and our nature and seasons are a great example of it that has existed for millions of years. It is time to be inspired.

The Power of Computing

Quantum computing or quartz technology, machine learning & artificial intelligence, augmented & virtual reality are diminishing the time and space for transactions dramatically and it would be a terrible waste not to use this power in life and enterprise applications, isn't it?

Well, it is not a phenomena that can be accomplished overnight. The process needs curation. More importantly, it needs a disconnect from the past IT environments that processed data. The new computing environments need to be imagined through the process of design thinking and then connected through the process of design before they can be implemented and curated to create industry and extended ecosystems.

The future is now. If you have not started you are already late. And if you have started and not embarked on it with the right methods, practices and tools, then a course correction is demanded now. To schedule a dialog with an archents expert, please write to

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