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Re-Envisioning Customer Value

Re-Envisioning Customer Value

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Published by Brian Solis
Social media make customer conversations visible, giving savvy organisations an unprecedented ability to listen, learn and engage, Mr Solis argues. Those that understand how to do this can shape and steer the conversation, he says, accessing a vast, largely untapped pool of customer value. Insights derived from these customer interactions can be used not just to sell more products or services, but to reduce service costs, attract other customers, collaborate on innovation, share knowledge and transform business processes. In short, according to Mr Solis, they can break down the barriers between organisation and customer, building a new kind of company.
Social media make customer conversations visible, giving savvy organisations an unprecedented ability to listen, learn and engage, Mr Solis argues. Those that understand how to do this can shape and steer the conversation, he says, accessing a vast, largely untapped pool of customer value. Insights derived from these customer interactions can be used not just to sell more products or services, but to reduce service costs, attract other customers, collaborate on innovation, share knowledge and transform business processes. In short, according to Mr Solis, they can break down the barriers between organisation and customer, building a new kind of company.

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Published by: Brian Solis on May 29, 2011
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12/16/2011

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Re-envisioning customer value
A report from the Economist Intelligence Unit Sponsored by SAS
 
Re-envisioning customer value
© Economist Intelligence Unit Limited 2011
1
Preface 2Executive summary 3Introduction 4From critics to champions 5Relationships with customers are changing 6Widening customer value through changing business practices 8Serving customers more profitably? 10Sustaining scalable customer valuation 12Establishing return on investment 14Conclusion 15
Contents
 
© Economist Intelligence Unit Limited 2011
Re-envisioning customer value
2
Preface
Re-envisioning customer value
is an Economist Intelligence Unit report sponsored by SAS. It delvesinto the implications that new measures of customer value carry for businesses, investigating theopportunities and risks that companies face.To develop the report, we conducted in-depth interviews with business executives and thought leaders.We would like to thank all interviewees for their time and insight.The Economist Intelligence Unit conducted the analysis and wrote the report. The findings and viewsexpressed in the report do not necessarily reflect the views of the sponsor. Neil Baker is the author of thereport, and Brian Gardner is the editor.May 2011

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