Can customer 2.0 be a loyal customer?
I run into an interesting website the other day. It is called “My Parents Just Joined Facebook”. The site is edited by Jeanne and Erika who love their parents dearly (their words). I laughed while reading some of the funniest conversations between children and parents over Facebook. I would encourage parents of teenage children to go and visit this site. You might learn a thing or two on how to communicate with teens. As a marketer, I do have also good reasons. I want to understand the new generation of “digital born”. I often ask myself the question: Do I get them?
Jeanne and Erika are good examples of the customer 2.0. Born digital, the customer 2.0 can be very different from what we’re used to. Why? Because, in most of the cases, we are simply just not well prepared to start a dialog with them. Customer 2.0 is asking us to make their experience with our brand fun, social and engaging. They are asking us to participate in a conversation with them. They can and do express their opinions about our brand freely and with as sophisticated tools as we do. This way, contributing in building our brand’s image. So, ready or not, we have jumped on the same boat with our customers and started a dialog.
Holding their attention
Here comes the next question: If we’ve handled the dialog part well and they use our services today, does that mean they will use them tomorrow? Holding the attention of the customer 2.0 means we need to hold the attention of their friends and community too. Lesson? We must learn more about their communities and try understand how social networks work.
I’d say, as long as you keep your customers interested with your content you will have them, but definitely never own them… All about Inbound Marketing: http://www.hubspot.com/