Avec Internet, il faut désormais penser autrement Henri Kaufman 11 03 10 With Internet, we need to start thinking differently
The new functionalities of the World Wide Web are leading to profound changes in our vision of the world and the behaviour of individuals – and consumers. And by the same token in their relationships with brands.
Thinking with the right-hand side of your brain
We are now in a “Far West” period: space belongs to the first to grab it.
We are now in an era of surfing and constant flow
A flow that is moving ever faster, in real time, everywhere
« Internet sera partout. Comme l’air. On ne va plus parler « d’internet ». Ni d’« e.commerce ». Tout simplement, on sera en ligne 24 heures sur 24, 7 jours sur 7 grâce à nos systèmes mobiles géo-localisés, nos vêtements intégrant des puces RFID, nos jouets à l’intelligence artificielle, nos cerveaux »
<ul><li>How to reinvent new Relationships with Customers: </li></ul><ul><ul><li>who are no longer loyal to the brand in the way they were “before” </li></ul></ul><ul><ul><li>who are no longer won over by card-based loyalty programmes </li></ul></ul><ul><ul><li>who no longer keep quiet unless spoken to </li></ul></ul><ul><ul><li>who often have more Internet expertise than companies </li></ul></ul><ul><ul><li>who want to be acknowledged and listened to </li></ul></ul><ul><ul><li>who have ways of making sure that they are acknowledged and listened to </li></ul></ul><ul><li>, </li></ul>
Customers no longer want dialogue with a brand or a website; they want dialogue with a real person. Your brand no longer belongs to you. Your brand is what people are saying and not you say it is. -
Your brand’s welcome page is now the Google search page. And bad buzz can be referenced ahead of your brand!
Allow your customers and your employees to express themselves on your website. Uh - oh…! Let them express themselves! Tom SMITH nous a aidé à conclure 10 contrats au cours du trimestre passé – moi je dis : on lui accorde une augmentation et un bureau avec plus de standing ! Je veux bien, Henry, mais cela va être un peu difficile – Tom n’est pas un de nos salariés, c’est un client.
Internet and social media: are no longer options. Internet IS a social medium
Become more addicted than your customers Understand how social networks work by experiencing them from inside, day by day
Commerce is being transformed into e-Commerce Internet is not an add-on … it is taking over.
And you get the result a few seconds later: And you get the result a few seconds later: I recommend this book to “all those who no longer look for a job by looking at the small ads, all those who no longer buy a product without looking at the opinions of other consumers, all those who no longer book a trip without looking for the lowest price, etc. etc”.
Should you devote 10 years’ work to developing a product completely? Or Should you devote two years to launching a product “ under development” and ask its users to finalise it? : a simpler, quicker process more fit for purpose and which fosters customer loyalty involves a loss of control by companies