Synopses & Reviews
"An incredibly useful and valuable guidebook to the new consumer economy. Buy it. Learn from it. Succeed with it."and#8212;Jeff Jarvis, author of
What Would Google Do "This is the stuff that every business and nonprofit needs to embrace if they're going to succeed in a changing world."and#8212;Vivian Schiller, CEO of NPR With clear analysis and practical frameworks, this book provides a strategic guide that any business or nonprofit can use to succeed in the digital age.
Marketing expert David Rogers examines how digital technologiesand#8212;from smartphones to social networksand#8212;connect us in frameworks that transform our relationships to business and each other. To thrive today, organizations need new strategiesand#8212;strategies designed for customer networks.
Rogers offers five strategies that any business can use to create new value:
- ACCESSand#8212;be faster, be easier, be everywhere, be always on
- ENGAGEand#8212;become a source of valued content
- CUSTOMIZEand#8212;make your offering adaptable to your customer's needs
- CONNECTand#8212;become a part of your customers' conversations
- COLLABORATEand#8212;involve your customers at every stage of your enterprise
Rogers explains these five strategies with over 100 cases from every type and size of businessand#8212;from shoes to news, and software to healthcare. In The Network Is Your Customer, he shows:
- How Apple harnessed a host of collaborators to write apps for its iPhone
- How IBM designed a videogame to help sell its enterprise software
- How Ford Motors inspired an online community to build brand awareness for its new Fiesta
...and countless other cases from consumer, b2b, and nonprofit categories.and#160;
The book outlines a process for planning and implementing a customer network strategy to match your customers, your business, and your objectivesand#8212;whether you need to drive sales, to enhance innovation, to reduce costs, to gain customer insight, or to build breakthrough products and services. Because today, whatever your goals and whatever your business, the network is your customer.
Review
"Level-headed advice for companies contemplating a leap into the digital arena."and#8212;
KirkusReview
and#8220;You are holding an incredibly useful and valuable guidebook to the new customer economy. Buy it. Learn from it. Succeed with it.and#8221;and#8212;Jeff Jarvis, author ofandnbsp;
What Would Google DoReview
and#8220;This is the stuff that every business and nonprofit needs to embrace if theyand#8217;re to succeed in a changing world.and#8221;and#8212;Vivian Schiller, CEO of NPR
Review
and#8220;I call it Listenomics. Others call it The Relationship Era. You can think of it as salvation. What David Rogers details in this compelling book is that the very forces that are destroying mass marketingand#8212;i.e., the digital revolutionand#8212;also power the bright and bold future of commerce.and#8221;and#8212;Bob Garfield, host of NPR's On The Media, editor for Ad Age, author of The Chaos Scenario
Review
and#8220;The Network Is Your Customer shows in real terms how networks have changed our lives, as customers as well as citizens. The book explains how marketing and customer service demand constant engagement and commitment to customers, and it shows you how any business can meet that challenge for better returns.and#8221;and#8212;Craig Newmark, founder of craigslist
Review
and#8220;You don't have to be a company like Google to benefit from the world going digital. With dozens of revealing case studies, Rogers shows how large and small businesses in every industry are tapping into the power of networks to drive their bottom line.and#8221;and#8212;Penry Price, Vice President, Google
Synopsis
There is no shortage of books about digital media, but what has been missing is a strategic take on how business owners can utilize the most powerful asset of the digital age: customer networks. Whether shoppers, business clients, charitable donors, or election voters, todays customers are harnessing digital tools to connect to, communicate with, and contribute to businesses.
In The Network Is Your Customer, digital strategy expert David Rogers shows business owners and company leaders how to think strategically about customer networks and harness their power to create new opportunities for any organization. By identifying the five core behaviors of networked customersaccessing, engaging, customizing, connecting, and collaboratinghe uncovers five core strategies that any organization can use to create new value.
These strategies can be used not just for communications and social networking but to drive sales, enhance innovation, reduce costs, gain customer insight, and build breakthrough products and services that rewrite existing business categories.
With clear analysis and practical frameworks, Rogers shows how any organization can apply the five strategies to meet its own key business objectives. He presents a wealth of case studies from numerous business, consumer, and nonprofit categories. And he offers a clear process for planning and implementing a customer network strategy. Whether they sell shoes or news, software or healthcare, any business leaders who want to succeed in our digital age will find the answers they need in The Network Is Your Customer.
About the Author
David L. Rogers is executive director of BRITE and faculty director of the Digital Marketing Strategy executive program at Columbia Business School.