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5 KEY SLIDESFROM
How to Deal with the 21st Century Customer
S A V V Y
Savvy using social channels.
T R U S T
Trusts differently than before.
T A L K S T O C O M P A N I E S
Communicates directly with companies.
T A L K S T O P E E R S
82% say peers are the most trusted source.
[Edelman 2014 Trust Barometer]
G E T S W H A T T H E Y W A N T
20% use Twitter for customer service.[Edelman 2014 Trust Barometer]
S O C I A L
Social. Mobile. Local. Omnichannel.
E X P E C T I M M E D I A C Y
Expect immediate response.Or nearly so.
I N S T A N T I N F O R M A T I O N
Expect information available nearly instantly when searching.
C O N S U M E R I Z A T I O N
Increases velocity of consumerization of work.
S O C I A L C H A N G E
Active participants in affecting change
by using social networks.
Discount
Purchase
Reviews & product rankings
General information
Exclusive information
Learn about new products
Submit opinion on current products/services
Customer service
Event participation
Feel connected
Submit ideas for new products/services
Be part of a community
(61%)
(55%)
(53%)
(53%)
(52%)
(51%)
(49%)
(37%)
(34%)
(33%)
(30%)
(22%)
Learn about new products
General information
Submit opinion on current products/services
Exclusive information
Reviews & product rankings
Feel connected
Customer service
Submit ideas for new products/services
Be part of a community
Event participation
Purchase
Discount
(73%)
(71%)
(69%)
(68%)
(67%)
(64%)
(63%)
(63%)
(61%)
(61%)
(60%)
(60%)
CUSTOMERS’ RANKINGReasons customers interact with
a company via social media
BUSINESSES’ RANKINGReasons businesses think customersfollow them via social media
Discount
Purchase
Reviews & product rankings
General information
Exclusive information
Learn about new products
Submit opinion on current products/services
Customer service
Event participation
Feel connected
Submit ideas for new products/services
Be part of a community
(61%)
(55%)
(53%)
(53%)
(52%)
(51%)
(49%)
(37%)
(34%)
(33%)
(30%)
(22%)
Learn about new products
General information
Submit opinion on current products/services
Exclusive information
Reviews & product rankings
Feel connected
Customer service
Submit ideas for new products/services
Be part of a community
Event participation
Purchase
Discount
(73%)
(71%)
(69%)
(68%)
(67%)
(64%)
(63%)
(63%)
(61%)
(61%)
(60%)
(60%)
TREAT THEM WELLTreat employees well.
CUSTOMERSPlace customers ahead of
profits.
L ISTENListen to customer needs and feedback
QUAL ITYOffer high-quality
goods and services.
RELATIONSHIP
ELEMENTS
O F T H EK E Y
Trust in companies is #1 concern of the public[Edelman 2012 Trust Barometer]
CUSTOMER
ENGAGEMENTis not…
Marriage Unidirectional Consistent Customer time/effort
LoyaltyAdvocacy
CUSTOMER
ENGAGEMENT
ERAT H E O F
[McKinsey, State of Social 2011 – eConsultancy]
What is transpiring is momentous, nothing less than the planet wiring itself a new nervous system.
If your organization is not linked into this nervous system, you will be hard pressed to participate in the planet’s future…
Amidst the texting and the Twittering and Facebooking of a generation of digital natives, the fundamentals of next generation communication and collaboration are being worked out.
Author of Crossing the Chasm
