Names can be confusing – especially when it comes to that ever shrinking membrane between businesses and their customers. Variously we call them customers, clients, stakeholders and consumers. Sometimes these people – for they are always people – are also our employees, partners, shareholders, suppliers and even executives.
The lines have blurred.
Let me just say that this has always and forever been the case. It’s just that in the past we have been happy to jump between roles – to change our mask as we pass security and to leave it at the door as we enter our homes. But over the last 20-30 years there has been an erosion in the compact that we make with businesses that once allowed this play acting to continue. We no longer have a job for life. And we are equally likely to discard one brand for a competitor’s at a moment’s notice.
The casualty in all this is, of course, trust.
This introduction to the Q3 refresh of the Outlook on Australian Social Business in 2012 reveals the trend – that we are already, always connected. And that we are – now more than ever – digitally connected. And no matter whether we see ourselves as employees, customers, shareholders or executives (or anything in-between), we are all Social Consumers.
The updated report is divided into three sections:
- The new face of doing business looks at social consumers, their expectations and how these play out at the membrane of the brand
- The business value of customer intimacy investigates the style of interactions and engagement
- The hidden power of enterprise social media focuses on the types of behaviour, systems and processes that are being used behind our business firewalls
You can purchase and download your copy of the report today.