Connectedness is about creating deeper relationships
When a company knows more about you, they can create a deeper relationship with you and help you achieve more meaningful goals. Why would you want that? Convenience. Fun. Empathy. Value. We all could use a little help achieving our goals. But these new connected experiences are more complex. Ideally these relationships tap into a deeper emotional connection between a brand and a customer, and even customers to each other. They connect you to multiple parties that you were not connected to before. They allow a broader customer experience with relatively higher efficiency.
Connecting to the higher need
Like retail, healthcare has been very episodic in the past. If you get sick, you go to the hospital. The value proposition of connected health care is keeping you healthy, as opposed to just getting you to see a doctor. As an example, there are healthcare practices, such as Boutique Medicine and Concierge Practices, where the doctor no longer accepts insurance for services and instead charges patients an annual or monthly amount for 24/7 access and full coordination of care.
Uber has significantly advanced the cab company model, and continues to innovate beyond ride sharing. The business model is more efficient and it has made many people’s lives easier. Has it created deeper relationships? In my experience, the conversations with the drivers have become better.
Ultimately, whether healthcare or ridesharing, traditionally standalone service moments are evolving into repeated relationships. As more brands engage directly with the customers they serve, the question becomes: How do companies create deeper relationships to attract and retain loyal customers?