The Customer Revolution: 3 Remarkable Stories to Live By

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There's a revolution going on.

We are living in the age of the empowered customer. Fuelled by the widespread adoption of cloud, social, and mobile technologies, our customers now have access to more information, more choices, and more opportunities to broadcast their opinions than ever before.

Equip yourself for today’s empowered customer. Read this Slideshare presentation to learn about 3 companies that are showing what it means to thrive in the customer revolution.

To learn more, read the manifesto for companies in the age of the empowered customer: http://bit.ly/custrevs

Published in: Business

The Customer Revolution: 3 Remarkable Stories to Live By

  1. 1. Do you have what it takes to survive in the era of customer empowerment? 6 commandments to breathe by 3 remarkable stories to live by THE CUSTOMER REVOLUTION
  2. 2. We are living in the age of the empowered customer
  3. 3. Fuelled by the widespread adoption of
  4. 4. Fuelled by the widespread adoption of cloud
  5. 5. Fuelled by the widespread adoption of social
  6. 6. Fuelled by the widespread adoption of mobile technologies
  7. 7. Our customers now have access to
  8. 8. more information
  9. 9. more choices
  10. 10. more opportunities
  11. 11. The result has been a revolutionary shift in the balance of power between companies and their customers.
  12. 12. 01 UNITED UNITED BREAKS GUITARS THE POWER OF ONE VOICE IN THE AGE OF SOCIAL MEDIA Here is a cautionary tale of how one empowered customer cost a company $180 million. Be Humble
  13. 13. UNITED breaks GUITARS UNITED about. This means that unhappy customers cost businesses roughly $537,030,000,000 in missed revenue! Singer/songwriter Dave Caroll witnessed United Airlines employees tossing his guitar on the tarmac while luggage was being unloaded. When he later discovered his $3,500 Taylor guitarÕs neck had been broken he asked United Airlines to pay for the repair. After nine months of pleas, they refused. So, Dave made a song and produced a music video which he put on Youtube. ÒUnited Breaks GuitarsÓ has had nearly 14 million views to date. The BBC reported that UnitedÕs stock price dropped by 10% within weeks of the release of the video, a value of 180 million! The power of ust one unhappy customer about. This means that unhappy customers cost businesses roughly $537,030,000,000 in missed revenue! Singer/songwriter Dave Caroll witnessed United Airlines employees tossing his guitar on the tarmac while luggage was being unloaded. When he later discovered his $3,500 Taylor guitarÕs neck had been broken he asked United Airlines to pay for the repair. After nine months of pleas, they refused. So, Dave made a song and produced a music video which he put on Youtube. ÒUnited Breaks GuitarsÓ has had nearly 14 million views to date. The BBC reported that UnitedÕs stock price dropped by 10% within weeks of the release of the video, a value of 180 million! The power of ust one unhappy customer 2. After nine months of pleas, United refused to pay for the repairs. Dave made a song and produced a music video which he put on Youtube. 1. Singer/songwriter Dave Caroll witnessed United Airlines employees tossing his guitar on the tarmac while luggage was being unloaded. 3. Publicly humiliated, United Airlines’ stock price plummeted 10% after the video went online, causing its share value to drop an estimated $180 million! > > Be Humble
  14. 14. UNITED breaks GUITARS UNITED Be TransparentBe Transparent Humility is the foundation of a successful strategy. The old dictum that the customer is always right is no longer just a catchphrase to encourage good customer service—today, the empowered, connected, web-savvy customer is often right. WHY THEY FAILED Companies that dismiss customer complaints as disgruntled, isolated whining are likely to find themselves facing a much more serious PR situation. Be Humble
  15. 15. The question is: What does this mean for your company?
  16. 16. Treat your customers like they own you. Because they do. Mark Cuban, Owner of the Dallas Mavericks ” “
  17. 17. here are 3 stories to live by remarkable
  18. 18. 01 PepsiCo DEWmocracy COLLECTIVE INTELLIGENCE Be Teachable
  19. 19. DEWmocracy collective INTELLIGENCE 01 PepsiCo 2.The flavor “Voltage” won the day, and the result was what PepsiCo’s chief consumer engagement officer has called “one of the most successful product launches in PepsiCo beverage history.” 1. PepsiCo launched its first “DEWmocracy” campaign with an online role-playing game that let fans help design a new Mountain Dew flavor’s taste, color and logo. 3. Mountain Dew’s Facebook followership had grown by more than 500%, to 860,000. Today the soda brand has more than 8 million Facebook followers and the DEWmocracy campaigns have become legendary. > > Be Teachable
  20. 20. DEWmocracy collective INTELLIGENCE 01 PepsiCo Be Teachable DEWmocracy succeeded because PepsiCo recognized a key factor of the customer empowerment era: it is an exceptional opportunity for companies that are genuinely interested in learning about what their customers want through honest engagement. Successful companies approach the empowered customer with a willingness to listen and be taught. HOW THEY DID IT
  21. 21. 02 McDonald’s OUR FOOD. YOUR QUESTIONS. Be Transparent
  22. 22. OUR FOOD. your QUESTIONS.02 McDonald’s Questions came in quicklyand furiously— and the company didn’t dodge any of the more than 19,000 questions submitted. McDonald’s addressed the misconceptions head on—involving customers and embracing transparency in the process. > The “Our Food, Your Questions” campaign invited questions directly from customers about McDonald’s food, with the burger chain responding on a dedicated website. Be Transparent
  23. 23. “Trust and reputation are becoming a fundamental part of building a brand and maintaining a brand community,” says Alex Sévigny, director of the McMaster-Syracuse Master of Communications Management program. “The McDonald’s campaign is great in that respect. It’s absolutely brave because it required them to give the public a backstage pass to how things work.” HOW THEY DID IT OUR FOOD. your QUESTIONS. McDonald’s 02 Be Transparent
  24. 24. 03 Coca-Cola THE HAPPINESS MACHINE Build Trust
  25. 25. THE happiness MACHINE 03 Coca-Cola The key turning point in the commercial is the moment when a girl at the Coke machine finds she can no longer hold all the Cokes being dispensed by themachineandstartshandingthemouttostrangers, a scene that evokes the message of community. > With a hidden camera on a college campus, Coca-Cola installed a normal- looking Coke machine that dispensed, not only a bottle of Coke, but many Cokes to follow, plus a pizza, flowers, a balloon animal and a submarine sandwich and more. Build Trust
  26. 26. Coke spent not a dollar promoting the ad after uploading it to YouTube. The company put up one post on its Facebook page and posted one tweet to Twitter, and trusted in the audience to make it go viral. The ad went on to win industry awards and has been viewed more than six million times on YouTube, not counting the various spinoff ads Coke produced around the world from the related Happiness Truck project. HOW THEY DID IT THE happiness MACHINE 03 Coca-Cola Build Trust
  27. 27. Customer empowerment is the invaluable chance for companies to understand what their customers want and to provide products and services in the way customers want them. The bottom line
  28. 28. For open-minded forward-looking companies, customer empowerment is an extraordinary opportunity. The bottom line
  29. 29. Now ask yourself: Do you have what it takes to survive in the customer revolution?
  30. 30. { }pause for effect
  31. 31. yes no ( Wheew! So glad you have read our manifesto, Warren Buffett. ) ( Click on, friend... )
  32. 32. Read The Manifestofor Companies in the Age of the Empowered Customer READ THE MANIFESTO
  33. 33. The Six Commandmentsfor Surviving the Customer Revolution brought to you by Inside you will discover... READ THE MANIFESTO
  34. 34. You Want More StoriesOn How Other Companies Survived the Customer Revolution brought to you by AND JUST IN CASE We promise you won’t be disappointed :) READ THE MANIFESTO
  35. 35. Like what you just saw? Share it!! brought to you by
  36. 36. Now for some fine print you will never read. h t t p s : / / w w w. f l i c k r. c o m / p h o t o s / t i m o t h y k r a u s e / 5 7 8 3 9 9 9 7 8 9 / s i z e s / l / h t t p s : / / w w w. f l i c k r. c o m / p h o t o s / t e r- b u r g / 8 9 6 9 2 3 7 9 6 7 / s i z e s / o / h t t p s : / / w w w. f l i c k r. c o m / p h o t o s / t e r- b u r g / 9 0 1 1 1 1 6 3 7 8 / s i z e s / o / h t t p s : / / w w w. f l i c k r. c o m / p h o t o s / f i n a n c i a l t i m e s / 8 7 8 5 4 4 5 6 2 6 / s i z e s / l / h t t p s : / / w w w. f l i c k r. c o m / p h o t o s / c r i s t i a n o _ b e t t a / 2 7 5 3 8 3 4 5 9 5 / s i z e s / l / brought to you by
  37. 37. Vision Critical provides a cloud-based customer intelligence platform that allows companies to build engaged, secure communities of customers they can use continuously, across the enterprise, for ongoing, real-time feedback and insight. Designed for today’s always-on, social and mobile-savvy customer, Vision Critical’s technology helps large, customer-centric enterprises discover what their customers want so they can deliver what they need. This presentation was brought to you by LEARN MORE AT www.visioncritical.com

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