Customer loyalty is changing. The Internet is the X factor that has changed the way it used to be. Social media websites like Yelp.com, Tripadvisor.com, Craiglist.org, or Cyworld.com have moved the traditional customer relationship. Added to that, consumer behavior has also changed with the Internet, giving users the ability to speak (more and more loudly) with others, sharing experiences and being able to spread the word faster than ever. In that new relationship pattern, some companies have made their path to glory using social media and community as important tools to business development.
What's really important in this new approach of customer loyalty? Being human. We can't never say too much about it. The Cluetrain Manifesto told us everything we need to know to run a growing business in that new digital communication era, but many are still hoping the world won't move forward (read the example of Metallica). Some of them have made the right move and are aiming to become more and more human, like the examples Adweek article "These brands build community" reviews.
Here are some relevant quotes from the linked article regarding the customer relationship brands like Google, Zappos, Etsy, and other brands are using:
We think our brand is going to be different because we want people to feel there's a real person they're connecting with, whether it's when they call us or through Twitter or any way they come in contact with us - Tony Hsieh, CEO at Zappos
For these companies, community is not a tactic or marketing plan line item, but core to what they do. It means being hyper-responsive to customers, laser focused on usability, unapologetically human and OK with customers determining the course their businesses should take. The bonus: When they take off, these brands don't need to do much in the way of advertising, instead letting their customers spread the word
By choosing to invest in consumers over advertising, Google is a living example of a deeper truth: The future of communications as advantage lies in talking less and listening more - Umair Haque, Havas Media Lab director
This approach is, at that time, only used by "Web 2.0″ companies , one reason being they've been created with and partly by consumers helping the brand moving forward and growing. But big brands should quickly follow that path, transparency tyranny led by consumers being more and more important due to social media.
Ressources:
- These brands build community by Adweek
- Transparency tyranny by Trendwatching
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By Romain Péchard
Fast.Fwd.Innov@tion