Customer Behaviors

Millennials Gen-Z
 Customers

Uno de los cambios de paradigma

que plantea la Transformación
Digital es el concepto de CLIENTE.
Partners Business Employees Colaboradores, Proveedores y
Socios Comerciales también son
considerados CLIENTES.

Suppliers
Rather than seeing customers only as targets for selling, business need to
recognize that a dynamic, networked customer may just be the best focus group,
brand champion, or innovation partner they will ever find.
An effective customer strategy requires the reinvented marketing funnel, the digital
path purchase, and the five core behaviors of customer networks.

1. Accessing
2. Engaging
3. Customizing
4. Connecting
5. Collaborating
Changes in strategic assumptions from Analog to Digital

From To

Customers as mass market Customer as dynamic network

Communications are broadcast to consumers Communications are two-ways

Firm is the key influencer Customer as the key influencer

Marketing to persuade purchase Marketing to inspire purchase, loyalty, advocacy

One-way value flows Reciprocal value flows

Comparison Between Web 1.0, Web 2.0 and Web 3.0
● Mobile commerce
○ QR codes
○ Mobile Payment Systems
● Omni-channel experiences
○ Store versus At Home
experience
● Working in the cloud
○ SaaS business model
● On-demand services
○ E-Banking
○ E-Learning
Access - Mobile Commerce
QR Codes Generators Omni-Channel Experience
Mobile Payment Systems
Access - Mobile Commerce
Working in the Cloud On-Demand Services
● Product demos
○ Demonstrate value
proposition
● Storytelling
○ Emotionally compelling
story linked to product
● Utility
○ Useful content at the right
time
● Brands as Publishers
○ Becoming publishers in
their own right
Access - Engage
Product Demos Storytelling
Access - Engage
Utility Brands as Publishers
● Recommendation Engines
○ Behavioural Data +
Tagging
● Personalized interfaces:
○ Lancome’s magic mirror
(try beauty products on
one’s face)
● Personalized products and
services:
○ Coca Cola Personalized
Cans with Names
● Personalized messages and
content:
○ The most appropriate
content for each customer
○ Thumbs Up or Down: invite
readers to indicate their
interest
Access - Customize
Recommendation Engines Personalized Interfaces
Access - Customize
Personalized Products and Services Personalized Message and Content
● Social listening
○ Insights from customer
conversations.
● Social customer service
○ Social media as channel for
support services in addition
to call centers.
● Joining the conversation
○ Contributing to social
groups of interest through
Facebook, YouTube, etc.
● Asking for ideas and content
○ Suggestions for product
features.
● Hosting a community
○ SAP Community Network
Access - Connect
Social Listening Social Customer Service
Access - Connect
Join the Conversation Asking for Ideas and Content
Access - Connect
Hosting a Community
● Passive contribution
○ Duolingo using homework
assignments to power its
web translation tool.
● Active contribution
○ CNN’s iReport allows
anyone to contribute
videos, photos, videos,
eyewitness reports, etc.
● Crowdfunding
○ New projects, products &
initiatives.
● Open competitions
○ Hackathons
● Collaborative platforms
○ Focus on providing a
structure on which others
can build
Access - Collaborate
Passive Contribution Active Contribution
Access - Collaborate
Crowdfunding Open Competitions
Access - Collaborate
Collaborative Platforms
Employee Networks
● End consumers
● Business customers: retailers, analysts, or opinion elites who influence your industry and
regulations.
● Own employees: as workforces become more mobile, business need to help employees
○ access their work more easily and flexibly.
○ engage with the right content, information, and resources to stay informed for their job.
○ connect with each other—to share knowledge and to ask and answer questions.
○ customize their workflow around flexile travel, roles and schedules.
○ collaborate using tools that allow them to share projects and files while working remotely
and asynchronously.