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Customer - Draft
Understanding
st
Your 21 Century
Customer
Commerce and Experience in an
Interconnected World
Abstract
The world of the customer has changed significantly
in the last twenty years. The advent of the Internet
and its introduction into mainstream culture shook
the roots of modern consumer culture. However
there is also quite a lot that hasnt changed.
Humans are fundamentally complex social and
individualistic creatures and commerce transactions
are widely supported by interaction and
conversation, both online and off. This is as true in a
physical marketplace as a digital one. In this book
we will chart the evolution of the 21st century
connected customer, and outline key strategies for
leveraging their intrinsic motivation to participate
and co-create within the commercial and global
ecosystems.
Authors
Lisa Galarneau, Ph.D. is a socio-cultural
anthropologist and media scholar who specializes in
collective intelligence, customer behavior and
emerging technology spaces.
David Clark is VP of Marketing at SDL Social
Intelligence.
Chapter 1:
Chapter 2:
Chapter 3:
Chapter 4:
Chapter 5:
Chapter 6:
Figure 3
http://www.servicedesigntools.org/tools/8
Customer journey mapping is a useful task as it helps
an organization align its many marketing efforts and
operational services directly to customer needs.
Unfortunately, however, many of these efforts have
http://www.ted.com/talks/eric_dishman_health_
care_should_be_a_team_sport.html
5. Promote honesty and transparency
http://www.guardian.co.uk/business/2013/apr/1
0/hp-autonomy-deal-meg-whitman
6. Challenge and release business
dogmas with bravery do whats right for
YOUR business, not other peoples:
7. Respect and adore your
communities
8. Rinse and repeat
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