There's a revolution going on.
We are living in the age of the empowered customer. Fuelled by the widespread adoption of cloud, social, and mobile technologies, our customers now have access to more information, more choices, and more opportunities to broadcast their opinions than ever before.
Equip yourself for today’s empowered customer. Read this Slideshare presentation to learn about 3 companies that are showing what it means to thrive in the customer revolution.
To learn more, read the manifesto for companies in the age of the empowered customer: http://bit.ly/custrevs
Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...
The Customer Revolution: 3 Remarkable Stories to Live By
1. Do you have what it takes to survive in
the era of customer empowerment?
6 commandments to breathe by
3 remarkable stories to live by
THE
CUSTOMER REVOLUTION
11. The result has been a revolutionary shift
in the balance of power between
companies and their customers.
12. 01
UNITED
UNITED BREAKS GUITARS
THE POWER OF ONE VOICE
IN THE AGE OF SOCIAL MEDIA
Here is a cautionary tale of how
one empowered customer
cost a company $180 million.
Be Humble
13. UNITED
breaks
GUITARS
UNITED
about. This means that unhappy customers cost businesses roughly $537,030,000,000 in
missed revenue!
Singer/songwriter Dave Caroll witnessed United
Airlines employees tossing his guitar on the tarmac
while luggage was being unloaded.
When he later discovered his $3,500 Taylor guitarÕs
neck had been broken he asked United Airlines to pay
for the repair. After nine months of pleas, they refused.
So, Dave made a song and produced a music video
which he put on Youtube. ÒUnited Breaks GuitarsÓ has
had nearly 14 million views to date.
The BBC reported that UnitedÕs stock price dropped
by 10% within weeks of the release of the video, a
value of 180 million!
The power of ust one unhappy
customer
about. This means that unhappy customers cost businesses roughly $537,030,000,000 in
missed revenue!
Singer/songwriter Dave Caroll witnessed United
Airlines employees tossing his guitar on the tarmac
while luggage was being unloaded.
When he later discovered his $3,500 Taylor guitarÕs
neck had been broken he asked United Airlines to pay
for the repair. After nine months of pleas, they refused.
So, Dave made a song and produced a music video
which he put on Youtube. ÒUnited Breaks GuitarsÓ has
had nearly 14 million views to date.
The BBC reported that UnitedÕs stock price dropped
by 10% within weeks of the release of the video, a
value of 180 million!
The power of ust one unhappy
customer
2. After nine months of pleas, United
refused to pay for the repairs. Dave
made a song and produced a music
video which he put on Youtube.
1. Singer/songwriter Dave Caroll
witnessed United Airlines employees
tossing his guitar on the tarmac
while luggage was being unloaded.
3. Publicly humiliated, United Airlines’ stock price
plummeted 10% after the video went online, causing its
share value to drop an estimated $180 million!
>
>
Be Humble
14. UNITED
breaks
GUITARS
UNITED
Be TransparentBe Transparent
Humility is the foundation of a successful strategy. The old dictum that the customer is always
right is no longer just a catchphrase to encourage good customer service—today,
the empowered, connected, web-savvy customer is often right.
WHY THEY FAILED
Companies that dismiss customer complaints as disgruntled,
isolated whining are likely to find themselves facing a much
more serious PR situation.
Be Humble
19. DEWmocracy
collective
INTELLIGENCE
01
PepsiCo
2.The flavor “Voltage” won the day, and
the result was what PepsiCo’s chief
consumer engagement officer has called
“one of the most successful product
launches in PepsiCo beverage history.”
1. PepsiCo launched its first
“DEWmocracy” campaign with an
online role-playing game that let fans
help design a new Mountain Dew
flavor’s taste, color and logo.
3. Mountain Dew’s Facebook followership had
grown by more than 500%, to 860,000. Today
the soda brand has more than 8 million Facebook
followers and the DEWmocracy campaigns have
become legendary.
>
>
Be Teachable
20. DEWmocracy
collective
INTELLIGENCE
01
PepsiCo
Be Teachable
DEWmocracy succeeded because PepsiCo recognized a key factor of the customer
empowerment era: it is an exceptional opportunity for companies that are genuinely interested
in learning about what their customers want through honest engagement.
Successful companies approach
the empowered customer with a willingness
to listen and be taught.
HOW THEY DID IT
22. OUR
FOOD.
your
QUESTIONS.02
McDonald’s
Questions came in quicklyand furiously—
and the company didn’t dodge any of the
more than 19,000 questions submitted.
McDonald’s addressed the misconceptions
head on—involving customers and
embracing transparency in the process.
>
The “Our Food, Your Questions”
campaign invited questions directly
from customers about McDonald’s
food, with the burger chain responding
on a dedicated website.
Be Transparent
23. “Trust and reputation are becoming a fundamental part of building a brand and maintaining
a brand community,” says Alex Sévigny, director of the McMaster-Syracuse
Master of Communications Management program.
“The McDonald’s campaign is great in that
respect. It’s absolutely brave because it required them to give the
public a backstage pass to how things work.”
HOW THEY DID IT
OUR
FOOD.
your
QUESTIONS.
McDonald’s
02 Be Transparent
25. THE
happiness
MACHINE
03
Coca-Cola
The key turning point in the commercial is the
moment when a girl at the Coke machine finds she
can no longer hold all the Cokes being dispensed by
themachineandstartshandingthemouttostrangers,
a scene that evokes the message of community.
>
With a hidden camera on a college
campus, Coca-Cola installed a normal-
looking Coke machine that dispensed,
not only a bottle of Coke, but many
Cokes to follow, plus a pizza, flowers,
a balloon animal and a submarine
sandwich and more.
Build Trust
26. Coke spent not a dollar promoting the ad after uploading it to YouTube.
The company put up one post on its Facebook page and posted one tweet to Twitter,
and trusted in the audience to make it go viral.
The ad went on to win industry awards and has been viewed more than
six million times on YouTube, not counting the various spinoff ads Coke
produced around the world from the related Happiness Truck project.
HOW THEY DID IT
THE
happiness
MACHINE
03
Coca-Cola
Build Trust
27. Customer empowerment is the invaluable chance
for companies to understand what their customers want
and to provide products and services in the way
customers want them.
The
bottom line
34. You Want
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THE MANIFESTO
36. Now for some
fine print you will
never read.
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37. Vision Critical provides a cloud-based customer intelligence platform that allows companies to build engaged, secure
communities of customers they can use continuously, across the enterprise, for ongoing, real-time feedback and insight.
Designed for today’s always-on, social and mobile-savvy customer, Vision Critical’s technology helps large, customer-centric
enterprises discover what their customers want so they can deliver what they need.
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