The document discusses how companies need to keep up with an increasingly digital world where customers have more information and power. It argues that four forces - digital sensors, pervasive memory, social influence, and the physical web - are making customers smarter and more demanding. It claims companies that ignore these forces and fail to innovate risk becoming "stupid" compared to their customers. Instead, "smart companies" leverage these forces to better serve customers through breaking down silos, using customer data, and prioritizing excellent customer experiences.

2. Being dumber than your customers is
not a sustainable strategy.
bcdan/Shutterstock

3. The world has changed dramatically, but many
companies have not. Forget about innovation, they’re
not even sure how to keep up.
Everett Collection/Shutterstock

4. Companies have
managed to hide
their heads in the
sand or let inertia
and other internal
obstacles get the
better of them.
All the ideas in
this deck are
from the book…
Buy Smart Customers, Stupid Companies at Amazon

5. Four forces are
making
customers
smarter and
more
demanding.
All the ideas in
this deck are
from the book…
Buy Smart Customers, Stupid Companies at Amazon

6. Digital Sensors expand
exponentially the scope
of actions, events, and
behaviors firms can
sense… and to which
they can respond.
All the ideas in
this deck are
from the book…
Buy Smart Customers, Stupid Companies at Amazon

7. Pervasive Memory
makes it inevitable that
companies will begin to
profitably leverage the
data generated by the
trillions of interactions
and transactions made
through digital devices.
All the ideas in
this deck are
from the book…
Buy Smart Customers, Stupid Companies at Amazon

8. Social Influence means
that the opinions and
experiences of
countless other people
come between your
firm and its customers.
All the ideas in
this deck are
from the book…
Buy Smart Customers, Stupid Companies at Amazon

9. The rise of the
Physical Web has
begun. Today, we are
linking people,
devices, places and
locations in the real
world like we do on
the Web.
All the ideas in
this deck are
from the book…
Buy Smart Customers, Stupid Companies at Amazon

10. Don’t work for a company that
ignores these forces.
All the ideas in
this deck are
from the book…
Buy Smart Customers, Stupid Companies at Amazon

11. Smart companies
leverage these
forces to better
serve customers.
Stupid ones
ignore or resist
them.
All the ideas in
this deck are
from the book…
Buy Smart Customers, Stupid Companies at Amazon

12. SALES
MARKETING
CUSTOMER
SERVICE
CUSTOMER
SUPPORT
RETAIL
Zorandim/Shutterstock
Smart companies don’t tolerate silos.
All the ideas in
this deck are
from the book…
Buy Smart Customers, Stupid Companies at Amazon
WEB

13. Smart companies don’t think CRM is the whole answer.
CRM does not actually track relationships or
experiences; it tracks transactions.
All the ideas in
this deck are
from the book…
Buy Smart Customers, Stupid Companies at Amazon

14. Smart companies
embrace ALL the
consequences of
disruptive forces.
All the ideas in
this deck are
from the book…
Buy Smart Customers, Stupid Companies at Amazon

15. Image courtesy Digital Trends
All the ideas in
this deck are
from the book…
Buy Smart Customers, Stupid Companies at Amazon

17. Want to act
smart? Here’s
how…
All the ideas in
this deck are
from the book…
Buy Smart Customers, Stupid Companies at Amazon

18. Smart companies
reward and
recognize
employees for
taking care of
customers.
All the ideas in
this deck are
from the book…
Buy Smart Customers, Stupid Companies at Amazon

19. Smart companies
are replacing
dumb static
touchpoints with
smart digital ones
All the ideas in
this deck are
from the book…
Buy Smart Customers, Stupid Companies at Amazon

20. Smart
companies
inventory their
touchpoints
and create a
plan to expand
their
capabilities.
All the ideas in
this deck are
from the book…
Buy Smart Customers, Stupid Companies at Amazon

21. All the ideas in
this deck are
from the book…
Buy Smart Customers, Stupid Companies at Amazon