The Social Customer
How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, and Followers
Editorial Review
Brands want to be talked about so people will buy their products and services. Consumers want to interact with brands that make the products and services they purchase. Brands also want consumers to relate to them, become highly loyal, and buy that same brand for the rest of their lives. They use social media monitoring software every day, all day, to see what social customers are saying about them. This book discusses brands as social objects and regional differences when reaching a social customer, including adoption, mobile, culture, competitive landscape, and economies.
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Wisdom to Share
Before, a customer was a person who gave you money for goods and services. Today, a customer is anyone your company exchanges value with.
In the late 1990s until about 2006 we entered what is now known as the customer-driven corporate ecosystem, meaning that customers are actually active participants in creating value, not passive recipients of it.
Around 2006 everything changed again, and the customer ecosystem finally arrived. This is when the era of the social customer truly began. The definition of the customer was completely altered.
A social object is something that people look at, discuss, and pass from person to person, putting their own stamp on it.
Brands use social media monitoring software every day, all day, to see what social customers are saying about them.
Social CRM should be owned by anyone who touches the social customer, and that includes marketing, sales, human resources, and customer service.
The Social CRM should be connected to the other systems-of-record around the social customer so that the other departments can drive insight from the social customer’s actions.
Loyalty programs may be some of the fuel for getting data about your customers, but to say that CRM equals loyalty programs is a gross oversimplification.
Brands use social media monitoring software every day, all day, to see what social customers are saying about them.
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