Aristotle and friendship: a new CRM model

by Laurent François

bondage17


In the book“The Other and Friendship to Aristote and Paul Ricoeur minds” by Gaëlle Fiasse, we can read that:

“Les différentes sortes d’amitié ne différent pas seulement par leur cause et le bien qu’elles atteignent, mais aussi suivant la relation qui caractérise les deux amis, s’il s’agit d’une relation égalitaire ou bien si l’un est supérieur à l’autre selon un certain point de vue (…). Dans l’idéal, la philia doit tendre vers l’égalité, mais ce qui rétablit les disparités, c’est la vertu”
“there are various sorts of friendships, not only because of their reasons and the positive aim they can reach(…). In an ideal world, “philia” must tend to equality, but what resolves disparities is virtue“”

So it’s because of our virtues that we’ll give some more power, credit, to our “true” friends. It’s very close to Facebook structure: privacy restrictions, depending on the levels of trust.

And for brands, it really changes CRM methodology: it’s not about excluding bad clients, but to promote good ones. It seems a little stupid like that, but it’s the only way to improve customers’ loyalty.

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