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The Network Is Your Customer: Five Strategies to Thrive in a Digital Age Hardcover – January 11, 2011
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Top Customer Reviews
Rather than organizing the book around the use of specific social communication tools or an examination of the general theory of disruptive social technologies, Rogers builds his book around the behaviors and needs of customer networks. The title is quite apt.
The writing is accessible and the book is very well organized and designed to be practical. The first two chapters explain the dynamics of customer networks and social communication technologies. Each of the 5 behaviors he identifies are examined in their own chapters and multiple strategies are presented. Next, Rogers dedicates a chapter to a specific planning and implementation process that will help businesses apply these ideas to their specific situations. He then asks the questions, "What will the organization of the future look like?"and "How do we create an organization that is not just customer-focused, but customer-network focused?" Finally, he systematically reviews each of the strategies in the book, by asking a series of questions in a `Self-Assessment Quiz'. Inquiry is a powerful technique for self-reflection, personalizing the ideas presented here.
There are well over 100 case studies spread throughout the book. Companies are listed in an Appendix, sorted by industry. Each case study specifically illustrates the strategy Rogers is describing. This is an effective approach that makes it very easy to `try on' techniques with your organization. As I was reading the book I found myself taking these case studies and translating them for my clients.
THE BIG IDEA
Rogers suggests 5 Strategies that any business can use to create new value by harnessing the power of customer networks:
ACCESS -- be faster, easier, everywhere, and always on
ENGAGE -- become a trusted source of great content
CUSTOMIZE -- make everything you offer adaptable to your customer's needs
CONNECT -- become part of your customer's conversations
COLLABORATE -- involve your customers at every stage of your enterprise.
There is a lot here; much more than an explanation of disruptive technology. Rogers provides a road map, demonstrating techniques that will tap the power of customer networks, regardless of your industry or the size of your company. Recommended!
I believe in nurturing a network and have taken time to deliberately do that. See my blog entry on ways to network easily.
So I was interested when a book The Network is your Customer - 5 Strategies to Thrive in a Digital Age came across my desk it piqued my interest. But -that is not what the book is about. It is about how business thrives in the network age.
It starts by talking about the network effect. How the larger the network, the more valuable it it and at the same time, the more power the network has if your business lacks perfection. It then goes on to share 5 practical Strategies for thriving:
1 - Access - be instant, be everywhere, be accessible from any device all the time. Speed in the digital age wins. I have long ascribed to "sense of urgency wins" in business but in the digital age, it is even more critical.
2 - Engage. Be there in all forms of social media, Twitter, blogs, Pinterest, HonestlyNow, Linkedin etc.
3 - Customize. Make your offerings match customer needs. I see a need for a bit of mass customization simply from a time management viewpoint. Social media can be time consuming so devising ways to systematize it makes sense.
4 - Connect. Of course reach out digitally to your customers and prospect.
5 - Collaborate. Respond to what the network is saying and work with them to constantly improve. Now more than ever, Kaizen applies.
Interesting and thought provoking book.
Social media can be an endless task and create guilt if not approached well. As with any endless task, goals need to be finite in order to get fulfillment.
Most Recent Customer Reviews
David Rogers has successfully put together a great overview of both the...Read more