Vítor Magalhães

How much is a customer worth?

# Personal Introduction

“ Without experimentation, we might all still

be living in cavesand using rocks

as tools." —Stefan Thomke

# Context 2.0: Web everywhere!

Forget the Bubble times!

Internet is here to stay!

No doubt!

It’s the biggest medium!

It’s the medium with the fastest growth!

But...

Where is your customer?!

# Problem 1: Where’s Wally?

Where is your customer?!

Is this how you see your online customer?“

“

“Everything starts with the customer.”

Louis XIV

# Problem 2: Beta World!

“We live a life in Beta”

- Bruce Nussbaum, BusinessWeek

Take the time to do it right, or

make the time to do it again.

—Daniel L. May

“If you're not

failing every now and again,

it's a sign you're not doing

anything very

innovative.”

—Woody Allen

The most successful people are those who are good at Plan B.

—James Yorke

# Problem 3: Focus

Remember:

1. People have too many choices and too little time

2. Most offerings have similar quality and features

3. We tend to base our buying choices on trust

# Book Tip

The Visceral Reaction(snap decision)

Rational thought(argumentation)

or just the…

Blink

It’s all about first impressions!

# Problem 4: Focus!

Quiz:

It’s 1999…Which looks easier to use?

Why some web sites are

fat?1. Turfismo(every department wants to be there)

2. Featuritis(inexperienced communicators believe more is better)

3. Technofobia(experienced communicators still resist new media)

“Everytime you add something you take something away.”

37Signals

What’s your story?

- Simplicity- Unexpectedness- Concreteness- Credibility- Emotion- Story

# Book Tip

# Problem 5: Conversation

To join the conversation, you need to be…

(This is really important)

present.

We begin by listening.W

If we listen,

we will learn.

It may get messy …

Networked markets are beginning to self-organize faster than the

companies that have traditionally served them. Thanks to the web,

markets are becoming better informed, smarter, and more

demanding of qualities missing from most business

organizations.”

The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000

“Online Markets...# Book Tip

1. Markets are conversations.

2. Markets consist of human beings, not demographic sectors.

3. Conversations among human beings sound human. They are conducted in a human voice.

6. The Internet is enabling conversations among human beings that were simply not possible

in the era of mass media.

9. These networked conversations are enabling powerful new forms of social organization and

knowledge exchange to emerge.

10. As a result, markets are getting smarter, more informed, more organized. Participation in a

networked market changes people fundamentally.

25. Companies need to come down from their Ivory Towers and talk to the people with whom

they hope to create relationships.

34. To speak with a human voice, companies must share the concerns of their communities.

75. If you want us to talk to you, tell us something. Make it something interesting for a change.

94. To traditional corporations, networked conversations may appear confused, may sound

confusing. But we are organizing faster than they are.

95. We have better tools, more new ideas, no rules to slow us down.

We are waking up and linking to each other. We are watching. But we are not waiting.

95 Theses of the Cluetrain Manifesto

Are

you (still) listening?

Where to start?

By listening!!!

Ok... Benchmarking also helps!

Dell homepage moves from company centric… … To customer centric…

…And learns from “Dell Hell”

How do we kill conversations?

“Companies will need to understand that their products are less important than their stories.”

- Rolf Jensen, Copenhagen Institute or Future Studies

Touch points with the customer(voice, sms/mms and e-mail);

Tracking all the channel activity, profiling and measuring behavior;

Active communication and segmented ads according to each user profile;

Backoffice

Site InternetNewsletterEmail...

-Access Management;-Tracking;-Profiling;-Identification;-Campaign Management;-...-Provisioning;

Engagement keeps people coming back

…because good experiences make people happy.

360º Communication

“At the end of the day…Business as usual!”

The problem is never how to get new, innovative thoughts into your mind, but how to get the old ones out.

"All it takes is one idea to solve an impossible problem."

—Robert H. Schuller

Thank you!

Questions?

http://www.linkedin.com/in/vitormagalhaes http://vitormagalhaes.com

Vitor.Magalhaes@byside.com