The network is your customer : five strategies to thrive in a digital age / David L. Rogers.

Format:

Book

Author/Creator:

Rogers, David L., 1970-

Language:

English

Subjects (All):

Business networks.

Social networks.

Digital media--Social aspects.

Digital media.

Digital media--Economic aspects.

Strategic planning.

Physical Description:

1 online resource (192 p.)

Edition:

1st ed.

Place of Publication:

New Haven : Yale University Press, 2010.

Language Note:

English

Summary:

"An incredibly useful and valuable guidebook to the new consumer economy. Buy it. Learn from it. Succeed with it."-Jeff Jarvis, author of What Would Google Do "This is the stuff that every business and nonprofit needs to embrace if they're going to succeed in a changing world."-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 enterpriseRogers explains these five strategies with over 100 cases from every type and size of business-from shoes to news, and software to healthcare. In The Network Is Your Customer, 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 your customers, your business, and your 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.

Contents:

A new model for customers in the digital age

The customer network revolution

Network science and lessons for business

Five strategies to thrive with customer networks

Access : be faster, be easier, be everywhere, be always on

Engage : become a source of valued content

Customize : make your offering adaptable to your customers' needs

Connect : become a part of your customers' conversations

Collaborate : involve your customers at every stage of your enterprise

Leadership and the customer network-focused organization

Planning and executing a complete customer network strategy

Creating the customer network-focused organization

Self-assessment : how networked is your business?

How to continue the conversation online

Cases and examples by industry.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references and index.

ISBN:

1-283-05786-7

9786613057860

0-300-16601-X

OCLC:

952755096