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Consider how Harley-Davidson has created an exceptional brand with little reliance on technology and exceptional execution of their events including the annual rides and the mega-event in Sturgis, South Dakota that draws owners and celebrities globally (Schembri, 2009). A lack of technology is not a death-knell to any customer-centered business, but one that makes customer relationships, trust, empathy and transparency all even more critical than they have been before.
Without access to current information technologies (Internet-based) the focus would need to be on more face-time invested with customers, more outreach in terms of telephone calls, and whenever and wherever possible, outreach in person. Consider the remarkable success of Harley-Davidson (Schembri, 2009) and rock bands that have shunned the latest digital technology yet have millions of followers globally including The Grateful Dead and others.
Conclusion
Technology actually has very little to do trust and the development of relationships with customers....
It is an enabler of a communication, not a substitute for it. The ultimate compliment anyone can pay is to spent time with customers and give them their undivided attention. Paradoxically that may eventually be even more powerful than all the technologies being created today.
References
Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Tracey S. Dagger, & Timothy K. O'Brien. (2010). Does experience matter: Differences in relationship benefits, satisfaction, trust, commitment and loyalty for novice and experienced service users. European Journal of Marketing, 44(9/10), 1528-1552.
Hennig-Thurau, T., Malthouse, E., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B.. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research: JSR, 13(3), 311.
Schembri, S.. (2009). Reframing brand experience: The experiential meaning of Harley-Davidson. Journal of Business Research, 62(12), 1299.
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