Book Review - The Relationship Economy by John R. DiJulius.
Along with the Loyalty 3.0 book by Rajat Paharia, I also had the privilege of reading The Relationship Economy by John R. DiJulius. I really recommend this book for anyone going into their professional career. I also recommended it even if you have been in your career for many years, because we truly never stop learning, and there is much to gain from this book.
I truly gained a lot of insight from this book for the world of communication and for my upcoming professional career. I really liked how this book as a whole emphasized how even in a digital-centered world, human connection is still key. While technology is great, we should never lose sight of interacting and engaging with others.
The first thing that I really loved about the book was how it starts out with the importance of conversations, connections, and human interactions, not only in the business world but in life. DiJulius states on page three that “Those who understand that human touch is the most important part of any experience - especially a great customer experience - will flourish.” (DiJulius, 2019, p.3). I also like in chapter one, how he gives us a guide for developing stronger relationships. This guide says that we “must be authentic, must be obviously curious, must be a great listener, must have incredible empathy, and must love people.” (DiJulius, 2019, p.7). I think this is great insight, and as Christians, some of this even goes along with what we have been called to do. In scripture, we are called to be authentic and stand out from the world for Christ. We are also called to be slow to speak and quick to listen to others. Lastly, we are called to show empathy and love just as Christ did.
In chapter two, a big thing that stood out to me was the importance of an emotional connection. Not only is this important in everyday life with others, but it is also important for a brand to connect and engage with its consumers. On page 27, DiJulius notes that “Research shows that consumers who are emotionally connected with a brand are anywhere from 25 to 100 percent more valuable in terms of revenue and profitability than those who are “merely” highly satisfied with it.” (DiJulius, 2019, p.27). This is a valuable piece of information to keep in mind as I head out into the workforce in less than a month.
In chapter 5, I loved how DiJulius gave us a guide to make a true connection with someone. He gave us the acronym of FORD. “This stands for: Family, Occupation, Recreation, and Dreams.” (DiJulius, 2019, p.63). In conversation with others, it can be key to touch and pay attention to these four topics. This will really help you break the ice and form a true connection.
Lastly, I really enjoyed how DiJulius ended his book with a chapter called Give More. He states in this chapter that “The best way to build long-term sustainable relationships is to give more in both your personal life and business.” (DiJulius, 2019, p.209). This helps you see connections and relationships from a new perspective.
In conclusion, it is important to remember the value of connection. Even when the world is fast-paced and digitally centered, we must keep in mind the importance of real human interaction. I am eager to reread this book in a few years once I have worked a few years in my “big girl job” and gain a new perspective.
Word Count: 587
Reference:
DiJulius, J. R. (2019). The relationship economy: Building stronger customer connections in the Digital age. Greenleaf Book Group Press.
