Smart Customers, Stupid Companies is a must read book. It details how we now as customers have access to more information than ever before, we have a microphone to share it and we know before we enter a conversation with you ten other competitors who we can go to at a click of a button.
We are getting smarter every day too! We download an app to answer or address any number of questions we might have. Our Iphone or Ipad are our communication, shopping, curating, productivity and relationship device. How stressed would we be if we lost it?
On the company side, many are slow, inflexible, have layers of red tape, inconvenient and a non existent customer centric culture. The old approach to business doesn’t work any more. We are not getting the experience we want and with the world as our shopping trolley we vote with our click! We have access to information at a click of a button but can the same be said for employees?
The book refers to some key disruptive forces:
- Social influence: our ability to use customer relationships in our buying journey
- Pervasive memory: the data that is created as a digital footprint of our experiences
- Digital Senors: devices that see, hear and feel our activities
- Physical Web – being all encompassing. Connecting everything
Bruce Kasanoff is a speaker, author and business strategist who helps companies profit from disruptive forces, rather than fall victim to them.
Bruce helps companies understand what comes next, and how they can leapfrog their competitors. His entire career has focused on helping companies leverage emerging technologies to better grow revenues and serve their customers. Bruce with co-author Michael Hinshaw have asserted that our tolerance to mistakes by companies we engage in is reducing. We now have more information before we engage with them.Companies are still slow to recognise this and so rather than leverage the same disruptive forces like:
- Social influence; how we use our social contacts to check information, get their opinion instantly
- Persvasive memory: how we leave a digital footprint
- Digital Senors: how the world is evolving to have digital recordings of our footprint
- the Physical web: how our world is changing to be a web of inter-related connected, internet based communications.
Companies are not keeping pace with our need to have a better experience with them. Well most anyway.Bruce believes that it is hard and hard to get away with business the old way. Give us money and we will sell you something. Companies need to use these forces to reinvent but also questions are not really are not doing a good enough job and have to do something about this.
A Bain & Company research study showed that while 80% of managers thought their firm was providing a superior customer experience, only 8% of those firms’ customers agreed.Now that seems stupid.
Bruce’s website Now Possible
Smart Customers website