The document discusses how customers have changed and their priorities and needs. It discusses Maslow's hierarchy of needs and Nielsen's hierarchy of needs in the context of customers. The document also discusses the importance of listening to customers, being transparent, allowing advocacy, and being responsive in real-time. It notes key findings from Dell about co-creation, customers being resistant to marketing but influenced by what matters to them, the need for transparency when not perfect, and consistency across digital experiences.

1. Gareth Dunlop Managing Director
1. INTERRUPTION
2. BEHAVIOURAL
3. PERMISSION
THE NEW CUSTOMER REVOLUTION
The Customer
WHAT DO THEY
LOOK LIKE?
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2. get your priorities right
focus on what matters to your customers
MASLOW’S HIERARCHY OF NEEDS NIELSEN’S HIERARCHY OF NEEDS
self actualisation self actualisation
self esteem regular updates
social belonging relevant content
safety and security easy navigation
physical survival quick download
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3. The Crowd
WHAT DO WE BELIEVE
ABOUT IT AND WHAT IS ITS
VALUE SYSTEM?
DIGITAL
voice
footprint
shadow
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4. POWERFUL
April
July
2008
2009
10m
#1
52m
#4
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5. Oct
2009
11m
#9
You cannot control the
message . . Your web
presence is not your website
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6. WISE
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7. Listen to your users
PROPHETIC
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8. 8

9. DELL KEY FINDINGS
COCREATION
the marketplace finishes the messages co-created by the company
RESISTANT TO MARKETING
customers gravitate to what matters to them
INFLUENCED
NEVER
WE’RE NOT PERFECT
great companies will be those who excel in transparency
ADVOCACY
good engagement allows customers to be advocates
RESPONSIVENESS
CONTROLLED
response must be in real time – minutes not days or weeks
CONSISTENCY
digital experience should be the same in work / on the road / at home / leisure
COMMON SENSE
gut feel and common sense still beats technology every time
TRIBAL
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10. 3. The Long Tail – do it right!
3. The Long Tail – do it right!
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11. Q&A
AND POTENTIAL
HECKLING
Gareth Dunlop
Managing Director
gdunlop@ionology.com
www.ionology.com
048 9045 5911
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