dt 5 Customer chapter 2

9 flashcards · Programming Languages · by Daniel F.

  1. how digital transformation changes harnessing customer networks

  2. customer network model

    current and potential customers have access to a wide variety of digital platforms that allow them to interact, publish, broadcast, and innovate – and thereby shape brands, reputations, and markets network: Customers are just as likely to connect with and influence each other as they are to be influenced by the direct communications from a firm customer can be end user or other business

  3. In a market defines by customer networks

    the firm biggest engine for innovation of products and services; steward of its brand and reputation; is in both-way comms with the customer(listen in, observe the customers' network interactions, and understand their perceptions responses, and unmet needs); identifies and nurtures those customers who may become brand champions, evangelists, marketing partners, or co-creators of value with the firm.

  4. Marketing Funnel and the Path to Purchase

    framework for understanding how customer networks have such a great impact on businesses’ relationships to customers. each stage number of potential customers diminishes Create compelling experiences at each step of the path to purchase. Drive customer advocacy at the end of the funnel to engage and co-create value with the most involved customers

  5. how to improve influence of marketing

    develop omni channel view of customer design each touch point with all channels in mind integrate the path to purchase as it moves from one touchpoint to the next

  6. 5 Customer Network Behaviors

    Access: customers seek to access digital data, content, and interactions as quickly, easily, and flexibly as possible Be faster, be easier, be everywhere, be always on qrcodes, omni-channel experiances, SaaS, on-demand Engage: they seek to engage with digital content that is sensory, interactive, and relevant to their needs. Become a source of valued content product demo, storytelling, publishing, thinking as a media company Customize: they seek to customize their experiences by choosing and mo…

  7. Tool: The Customer Network Strategy Generator

  8. Enabling the Network Inside

    A firm’s internal employees are critical to the digital transformation of a business. Employees need to be able to engage with the right content, info, and resources to stay informed for their job. They need tools that allow them to customize their workflow around flexible travel, roles, and schedules. They need to connect with each other – using various model of communication without confusion They need to be able to collaborate using tools that allow them to share projects and files while wor…

  9. Bridging Silos

    bring marketing and it toghether