In today’s environment connected consumers share experiences and relationships through online interactions. These experiences positive or negative are out there as guides for other consumers looking for information on a product or service. They may play the role of a peer, advisor, adversary, advocate, influencer, customer or decision maker. Understanding what role they are playing and how they are shaping the experiences/decisions are critical to understanding a customer’s social capital.
|Source: “The End of Business As Usual”, Brian Solis
As a business, to ensure a customer will connect with you and create positive social capital for your organization you need to start by answering the following questions:
- Where are customers connecting and sharing experiences for my business?
- Why are customers engaging with my business?
- How is my business reaching my customers?
- What do my customers expect from interactions with my business?
- How do I measure customer loyalty?
Once you have the answers, you can begin building programs that engage your customers and ultimately create positive social capital.