By David L. Rogers
A very valuable and necessary guidebook to the recent shopper financial system. purchase it. research from it. be triumphant with it.—Jeff Jarvis, writer of What could Google Do "This is the stuff that each company and nonprofit must include if they will reach a altering world."—Vivian Schiller, CEO of NPR With transparent research and useful frameworks, this e-book presents a strategic consultant that any company or nonprofit can use to reach the electronic age.Marketing specialist David Rogers examines how electronic technologies—from smartphones to social networks—connect us in frameworks that rework our relations to enterprise and every different. To thrive this present day, enterprises desire new strategies—strategies designed for client networks.Rogers bargains 5 ideas that any enterprise can use to create new value:ACCESS—be quicker, be more straightforward, be in every single place, be constantly on ENGAGE—become a resource of valued content material CUSTOMIZE—make your delivering adaptable in your customer's wishes CONNECT—become part of your buyers' conversations COLLABORATE—involve your consumers at each level of your enterpriseRogers explains those 5 suggestions with over a hundred situations from all types and measurement of business—from footwear to information, and software program to healthcare. within the community Is Your purchaser, he shows:How Apple harnessed a number of collaborators to write down apps for its iPhone How IBM designed a videogame to assist promote its firm software program How Ford cars encouraged a web group to construct model understanding for its new Fiesta...and numerous different instances from purchaser, b2b, and nonprofit categories. The publication outlines a approach for making plans and imposing a purchaser community technique to fit your consumers, your small business, and your objectives—whether you want to force revenues, to augment innovation, to lessen bills, to realize consumer perception, or to construct step forward services. simply because this present day, no matter what your objectives and no matter what your enterprise, the community is your client.
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Additional info for The Network Is Your Customer: Five Strategies to Thrive in a Digital Age
In the past, a network model may have been less relevant to understanding the relationships of companies and customers. For the most part, advertising and products radiated out from large companies to customers via unidirectional mass production channels. Al- 31 A New Model for Customers though a customer might buy from a company, purchase and sale was their only signiﬁcant means of exchange. In terms of communication, companies advertised to customers but rarely listened to them (beyond responding to the occasional complaint letter).
This will be the focus of parts II and III of this book. But before we leave the hard science behind, it is worth under- 33 A New Model for Customers standing a few principles from the science and mathematics of network modeling and exploring what they reveal about the structure and nature of human networks. Greater Connections = Much Greater Impact From the ﬁeld of telecommunications networks, we have a principle known as Metcalfe’s Law. This principle states that as the number of nodes in a network increases, the value or impact of that network grows exponentially.
The scene continued when the men exited to the street, with several of the pranksters posing for pictures with the store’s befuddled, then bemused, ofﬁcial model. 1 This was just one of more than a hundred improvisational missions that Todd has organized, although the term organized may be an exaggeration. Todd’s theatrical events take some slight planning on his part, but the crowd that performs them comes together in a near-spontaneous fashion. A simple email, with scarcely any details, spreads out to a network of curious volunteers who have signed up on Todd’s list.
The Network Is Your Customer: Five Strategies to Thrive in a Digital Age by David L. Rogers