Do you know what your customer’s social capital is?

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:
  1. Where are customers connecting and sharing experiences for my business?
  2. Why are customers engaging with my business?
  3. How is my business reaching my customers?
  4. What do my customers expect from interactions with my business?
  5. 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.

Jason Peaslee

Jason Peaslee is the Managing Partner of Thrive Analytics, a marketing research and analytics consulting firm. His career spans more than 20 years in marketing, advertising, product development, research, and business management. Before founding Thrive Analytics in 2010, he held several senior leadership roles at AT&T, Reynolds & Reynolds, Berry Network, & The Berry Company.

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