Harvard is doing a conference on Customer 3.0, which they describe like this:
"With a seemingly infinite array of options, customers now know that demand (theirs!) is in short supply. They dictate how they will consume—where, when, and how much – using a variety of community-based online tools. They are creating social networks, composed of the people they trust, that are rapidly becoming the significant channels of media distribution and capable of distributing marketing messages that surpass Madison Avenue in reach and impact."
This Marketwatch article describes Customers 1.0. 2.0, and 3.0. The way that they define Customer 3.0 actually sounds a heckuva lot like the way I defined Customer 2.0 in a white paper last year....we even did a Customer 2.0 private sector conference in September 2007 and a Customer 2.0 Public Sector conference in May of 2007.
But whatever you call it and wherever it came from, the concept is important: customers have a lot of power now, online more than anywhere. This has spurred what I have long called the Accelerated Darwinism effect: survival of the fittest and failure by the less than fit, faster than we've ever seen before. Since academic research has proven that customer satisfaction (when measured with a precise, accurate, actionable methodology) is a driver of future financial performance and stock prices at the company level, the conclusion is clear: only companies that truly satisfy their customers will survive. That's just regular business Darwinism. But it becomes Accelerated Darwinism online, where the competition is only a click away, barriers to switching are lower than ever, and companies are made and broken in a few months time.
In order to not only survive but to thrive in the age of online Accelerated Darwinism, e-businesses must harness the power of the customer to meet or exceed consumers' ever-changing expectations while also growing and sustaining a profitable business. The companies that can best enable the customer to flex his or her own increasing power are the ones that will prosper. Companies that fail to do so (as determined by their own customers, not by internal opinions and board meetings and self-proclaimed experts) cannot succeed.
Easy to use. Using Customer 3.0 makes your business look very professional overnight.
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