The Network Is Your Customer

The Network Is Your Customer

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qAn incredibly useful and valuable guidebook to the new consumer economy. Buy it. Learn from it. Succeed with it.q--Jeff Jarvis, author of qWhat Would Google Do q qThis is the stuff that every business and nonprofit needs to embrace if they're going to succeed in a changing world.q--Vivian Schiller, CEO of NPR With clear analysis and practical frameworks, this book provides a strategic guide that any business or nonprofit can use to succeed in the digital age. Marketing expert David Rogers examines how digital technologies--from smartphones to social networks--connect us in frameworks that transform our relationships to business and each other. To thrive today, organizations need new strategies--strategies designed for customer networks. Rogers offers five strategies that any business can use to create new value: ACCESS--be faster, be easier, be everywhere, be always on ENGAGE--become a source of valued content CUSTOMIZE--make your offering adaptable to your customer's needs CONNECT--become a part of your customers' conversations COLLABORATE--involve your customers at every stage of your enterprise Rogers explains these five strategies with over 100 cases from every type and size of business--from shoes to news, and software to healthcare. In qThe Network Is Your Customer, q he shows: How Apple harnessed a host of collaborators to write apps for its iPhone How IBM designed a videogame to help sell its enterprise software How Ford Motors inspired an online community to build brand awareness for its new Fiesta ...and countless other cases from consumer, b2b, and nonprofit categories. The book outlines a process for planning and implementing a customer network strategy to match qyourq customers, qyourq business, and qyourq objectives--whether you need to drive sales, to enhance innovation, to reduce costs, to gain customer insight, or to build breakthrough products and services. Because today, whatever your goals and whatever your business, the network is your customer.keted its checking accounts to college students with a promise of no fees on overdrafts (a€œbouncedaquot; checks). The promotion was very successful in attracting customers during the school year, but over the summer HSBC changed its policy back to charging for overdrafts, no doubt assuming that the students, who had dispersed for the summer holidays, would have no easy way to organize a protest. Instead ... HSBC caved in to the customersa#39; demands before the protest could take place.

Title:The Network Is Your Customer
Author:David L. Rogers
Publisher:Yale University Press - 2011


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