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The Social Customer and Customer 2.0

Mitch Lieberman
Mitch Lieberman

The document discusses the rise of the "social customer" - a hyper-connected, vocal, and collaborative buyer who trusts peer recommendations over brands. The social customer expects customization, is critical of brand claims, and is influenced by friends. They represent the extension of traditional customer relationship management (CRM) into social media in response to more socially engaged customers. Managing expectations, transparency, and providing value are keys to relating to the social customer.

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Who is the Social CustomerMitch LiebermanComity Technology AdvisorsComity (kom-it-ee) A friendly social atmosphere; social harmony; a loose widespread community based on common social institutions.Comity Technology Advisors - Providing analysis and advice at the intersection where business, social media and technology converge.
The Social Customer is a hyper-connected, vocal, collaborative, mobile I trust my peers more than you buyer?Customer 2.0 is closely related to the Social Customer. Maybe more of a B to B version; a very well informed, knowledgeable purchaser.Mitch Lieberman - @mjayliebs
Your Business is about FindingandRetaining CustomersMore importantNot Industry Buzzwords and What insiders name things!Mitch Lieberman - @mjayliebs05/08/09
Social CRM is the Extension of CRM in Response to the Social CustomerExtension by People, Process, Culture and TechnologyMitch Lieberman - @mjayliebs
The Social Customer is:VocalHyper-connectedCreativeCollaborativeThe Social Customer also:Expects to customize productsIs Critical of claims by brandsIs Influenced by friends & peers2
Customers Trust Their PeersSocialCRM78% trust recommendations from social graph (E. Qualman)90% of B2B buyers trust peer reviews & 70% trust online reviewsMitch Lieberman - @mjayliebs
A Social Customer is, after all, a Customer Just Cooler!息2009 SugarCRM Inc. All rights reserved.Mitch Lieberman - @mjayliebs05/08/09
Provide Value for your Customers Be Informational
Be Supportive
Be Relevant
No Bullhorn
Be Consistent9
Managing Expectations is Critical Personalize the experience
Collaborative is more than a word

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The Social Customer and Customer 2.0

  • 1. Who is the Social CustomerMitch LiebermanComity Technology AdvisorsComity (kom-it-ee) A friendly social atmosphere; social harmony; a loose widespread community based on common social institutions.Comity Technology Advisors - Providing analysis and advice at the intersection where business, social media and technology converge.
  • 2. The Social Customer is a hyper-connected, vocal, collaborative, mobile I trust my peers more than you buyer?Customer 2.0 is closely related to the Social Customer. Maybe more of a B to B version; a very well informed, knowledgeable purchaser.Mitch Lieberman - @mjayliebs
  • 3. Your Business is about FindingandRetaining CustomersMore importantNot Industry Buzzwords and What insiders name things!Mitch Lieberman - @mjayliebs05/08/09
  • 4. Social CRM is the Extension of CRM in Response to the Social CustomerExtension by People, Process, Culture and TechnologyMitch Lieberman - @mjayliebs
  • 5. The Social Customer is:VocalHyper-connectedCreativeCollaborativeThe Social Customer also:Expects to customize productsIs Critical of claims by brandsIs Influenced by friends & peers2
  • 6. Customers Trust Their PeersSocialCRM78% trust recommendations from social graph (E. Qualman)90% of B2B buyers trust peer reviews & 70% trust online reviewsMitch Lieberman - @mjayliebs
  • 7. A Social Customer is, after all, a Customer Just Cooler!息2009 SugarCRM Inc. All rights reserved.Mitch Lieberman - @mjayliebs05/08/09
  • 8. Provide Value for your Customers Be Informational
  • 13. Managing Expectations is Critical Personalize the experience
  • 14. Collaborative is more than a word
  • 16. Maintain and Foster Trust
  • 17. Be Transparent and Open
  • 18. Provide Value before the SalePut Yourself in their Shoes Value is a relationship between price and quality
  • 19. Experience is part of the process, just harder to define
  • 20. They want a Collaborative relationships
  • 21. Promotions and deep discounts do not build relationshipsRemember, it is NOT about youLet your prospects drive the Conversation at their own pace.Mitch Lieberman - @mjayliebs
  • 22. Trust is an Outcome of TransparencyCustomers do not expect perfection, they expect Authenticity and HonestyMitch Lieberman - @mjayliebs
  • 23. Who is Mitch LiebermanPresident and CEO of Comity Technology AdvisorsComity Technology Advisors - Providing analysis and advice at the intersection where business, social media and technology converge.Blog A Title Would Limit My Thoughts located at http://mjayliebs.wordpress.com and syndicated on CustomerThink.comand SalesEdgeOne.comhttp://comityadvisors.com Twitter and Skype - @mjayliebs