The document discusses the rise of the "social customer" - a hyper-connected, vocal, and collaborative buyer who trusts peer recommendations over brands. The social customer expects customization, is critical of brand claims, and is influenced by friends. They represent the extension of traditional customer relationship management (CRM) into social media in response to more socially engaged customers. Managing expectations, transparency, and providing value are keys to relating to the social customer.

1. Who is the Social Customer Mitch Lieberman Comity Technology Advisors Comity (kom’-it-ee) – A friendly social atmosphere; social harmony; a loose widespread community based on common social institutions.Comity Technology Advisors - Providing analysis and advice at the intersection where business, social media and technology converge.

2. The Social Customer is a hyper-connected, vocal, collaborative, mobile “I trust my peers more than you” buyer? Customer 2.0 is closely related to the Social Customer. Maybe more of a B to B version; a very well informed, knowledgeable purchaser. Mitch Lieberman - @mjayliebs

3. Your Business is about FindingandRetaining Customers More important… Not Industry Buzzwords and What insiders name things! Mitch Lieberman - @mjayliebs 05/08/09

4. Social CRM is the Extension of CRM in Response to the Social Customer Extension by People, Process, Culture and Technology Mitch Lieberman - @mjayliebs

5. The Social Customer is: Vocal Hyper-connected Creative Collaborative The Social Customer also: Expects to customize products Is Critical of claims by brands Is Influenced by friends & peers 2

6. Customers Trust Their Peers Social CRM 78% trust recommendations from social graph (E. Qualman) 90% of B2B buyers trust peer reviews & 70% trust online reviews Mitch Lieberman - @mjayliebs

7. A Social Customer is, after all, a Customer – Just Cooler! ©2009 SugarCRM Inc. All rights reserved. Mitch Lieberman - @mjayliebs 05/08/09

9. Be Supportive

10. Be Relevant

11. No Bullhorn

12. Be Consistent9

14. Collaborative is more than a word

15. Accountability

16. Maintain and Foster Trust

17. Be Transparent and Open

19. Experience is part of the process, just harder to define

20. They want a Collaborative relationships

22. Trust is an Outcome of Transparency Customers do not expect perfection, they expect Authenticity and Honesty Mitch Lieberman - @mjayliebs

23. Who is Mitch Lieberman President and CEO of Comity Technology Advisors Comity Technology Advisors - Providing analysis and advice at the intersection where business, social media and technology converge. Blog – “A Title Would Limit My Thoughts” located at http://mjayliebs.wordpress.com and syndicated on CustomerThink.comand SalesEdgeOne.com http://comityadvisors.com Twitter and Skype - @mjayliebs

24. Thank You! Mitch Lieberman - @mjayliebs