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Customers have gone from being passive, faceless entities in the past touched, only by one-way advertising to being active participants in all stages of the sales cycle.
Customers today have access to a wide range of digital platforms that help them to communicate – with peers and influencers as well as with the organizations from whom they in end to buy.
This is where technology can help to gather, analyse, communicate and collaborate with your customer base: in other words, get customers to help shape and build your business.
The most successful businesses in the world are those where customers champion their brands – in the form of evangelists, in the form of viral content that is created by customers themselves, or even in the form of co-created content, and feedback that helps shape the next product or service. Market valuations are determined by how well customers can identify themselves with the brand.
Apple has soared to become the most valued company in the world, on the back of a very passionate and evangelistic customer base – in other words, brand champions. Even B2B businesses such as Maersk or SAP are connecting and collaborating with their customer networks through digital channels to deliver more relevant products and services.
A large business may see itself as comprised of several distinct businesses that seemingly have no connection internally, but the customer sees only a single brand or entity. Even within the same business, different departments have siloed views of their customers. These need to break down, so that they can truly visualize the customer as they interact at every level, regardless of geography, business need or even size.
Fans are different – they don’t just buy more of a product or service but can create a network and multiplier effect that can outdo the most expensive advertising or marketing campaigns.
To get there, businesses need to be able to gauge sentiment, seek feedback, and engage with their customers with relevant content.
This is where technology can help to gather, analyse, communicate and collaborate with your customer base: in other words, get customers to help shape and build your business.
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Customers have gone from being passive, faceless entities in the past touched, only by one-way advertising to being active participants in all stages of the sales cycle...
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