Series: Loyal customers a valuable treasure (part 4/9) there are especially the dialog possibilities of the Web 2.0 world (blogs, forums, opinion portals, Twitter, social networks, etc.), which have fundamentally changed the relationship between customer and company. Good and bad deeds can be made within a very short time known worldwide and discussed. And customers make use of them rigorously. Companies behave so better tidy and treat their customers well, because everything comes out in the Internet. Who provides poor services, hidden, veiled, lies in performance features or pricing cheats, and wants to move to the customers over the table, has a real problem in the future. The customer saying that only parried and passed out any form of UN service’ endure can be, finally belongs to the past.
The barrage of dishonest advertising is obsolete. Disabled product details, incorrect business practices and incompetent contact can the companies less and less do. Because customers help the good providers as promoters and harm the poor as saboteurs. Decreases confidence in producers and distributors, the confidence in their own networks is growing. Marketing takes place now without the company. Instead of listening to the colorful worlds of advertising, purchase interested obtain the relevant information from contemporaries and more directly from the providers. The customer as a marketer must get accustomed whether they like it or not – that their clients take the communication work, sales and even innovation processes always more often in the hands. From classic advertising campaigns, but mainly through self-organizing swarms of customers brand and new trends are made.
No longer the PR departments, but opinion-strong expert customers – the so-called alpha ‘ and mavens’ – secure a company’s reputation in the future as reference and mood makers. Who still does not understand that, is dead by morning. Such companies will survive, which actively involve your customers, integrate and make fellow designers.