The huge clouds of hype around social customer relationships may have led you to buy into the idea your customer is desperate to begin a passionate long-term relationship with your brand. But let’s face facts: Your customers aren’t looking for an LTR. Far from loving you, they’ve never been more critical of you. No matter what your business or industry, Lithium CMO, Katy Keim, shares four things this year to set the foundation for a winning, sustainable social customer experience strategy.
Companies are aligning their entire organizations to how their customers want them to behave, and listening is key. Lithium customer, Aruba Networks, routinely invites advocate customers to review product and market plans. Social communities, based on Lithium Technologies, are effective in building persistent conversations between a largely technical customer base and employees.
Firms from LEGO to Sephora are benefiting from their most engaged fans, and many online communities receive their credibility and utility from the company’s most active consumers — not company employees.
The huge clouds of hype around social customer relationships may have led you to buy into the idea that your customer is desperate to begin a passionate long-term relationship with your brand. But let’s face facts. Your customers aren’t looking for an LTR. Far from loving you, they’ve never been more critical of you. Lithium CMO Katy Keim shares her thoughts in AdAge about the impact of social media on brand-consumer relationships.
At the annual Lithium Technologies LiNC conference in April, Lithium customer Paul Wilmore from Barclaycard USA spoke about an innovative approach to credit cards in the Banking industry that is built on the core ideas of social business: a community-driven credit card. Forbes' contributor Rawn Shah sat down with Paul to talk about what makes their model different and what they are learning from this new product model designed around social business principles.
Lithium Technologies is tracking toward an IPO by enabling companies to use the free online content produced by their biggest fans and users to drive sales, increase customer retention and reduce customer service costs.
Lego is to continue its Ninjago range reversing an earlier decision to cease producing the brand in 2013 based partly on insights gleaned from listening to its online communities as it continues to scale up its engagement with “super fans”.
Through fun and imagination, the toymaker’s social community expands upon the brand promise by clearing the path for safe, creative storytelling and educational opportunities.
Sephora, the retail chain, runs BeautyTalk, a social network, on its Web site. The company, gives super-users advance information on new products and Web site changes before others.
Lithium's LiNC 2013 conference shows how brands are using customer experience to build a bold, 'disruptive' proposition and reinvent themselves as social businesses