This document discusses how to determine the value of a customer. It notes that with the rise of the internet, companies need to focus on where their customers are and engage with them through conversations. However, some companies still struggle with focusing on the customer experience and engaging in conversations. The key is for companies to listen to customers, understand their needs and stories, and have conversations in a human voice.
26. Remember:
1. People have too many choices and too little time
2. Most offerings have similar quality and features
3. We tend to base our buying choices on trust
38. Why some web sites are
fat?
1. Turfismo
(every department wants to be there)
2. Featuritis
(inexperienced communicators believe more is better)
3. Technofobia
(experienced communicators still resist new media)
52. # Book Tip
âOnline Markets...
Networked markets are beginning
to self-organize faster than the
companies that have traditionally
served them. Thanks to the web,
markets are becoming better
informed, smarter, and more
demanding of qualities missing
from most business
organizations.â
The Cluetrain Manifesto: The End of Business as Usual: Rick Levine,
Christopher Locke, Doc Searls, David Weinberger; Perseus Books Š2000
53. 95 Theses of the Cluetrain Manifesto
1. Markets are conversations.
2. Markets consist of human beings, not demographic sectors.
3. Conversations among human beings sound human. They are conducted in a human voice.
6. The Internet is enabling conversations among human beings that were simply not possible
in the era of mass media.
9. These networked conversations are enabling powerful new forms of social organization and
knowledge exchange to emerge.
10. As a result, markets are getting smarter, more informed, more organized. Participation in a
networked market changes people fundamentally.
25. Companies need to come down from their Ivory Towers and talk to the people with whom
they hope to create relationships.
34. To speak with a human voice, companies must share the concerns of their communities.
75. If you want us to talk to you, tell us something. Make it something interesting for a change.
94. To traditional corporations, networked conversations may appear confused, may sound
confusing. But we are organizing faster than they are.
95. We have better tools, more new ideas, no rules to slow us down.
We are waking up and linking to each other. We are watching. But we are not waiting.
66. âCompanies will need to understand
that their products are less important
than their stories.â
- Rolf Jensen, Copenhagen Institute or Future Studies
67.
68. Touch points with the customer
(voice, sms/mms and e-mail);
Tracking all the channel activity,
profiling and measuring behavior;
Active communication and
segmented ads according to each
user profile;
69. Site Internet
Newsletter
Email
...
Backoffice
-Access Management;
-Tracking;
-Profiling;
-Identification;
-Campaign
Management;
-...
-Provisioning;