Develop an innovative customer initiative using one or two of the customer network behaviors.

TASK

Choose a business unit, a product, or an element of your company to probe the question of how do you reach digital customers today. Then, answer the seven questions that follow.

The five customer network strategies are:

• Access be faster, easier, more on-demand
• Engage be a source of valued content
• Customize be adaptable to different customer needs
• Connect be a valuable part of customers online and social conversations
• Collaborate invite customers to help build your business and your enterprise

QUESTIONS

1-What part of the business have you chosen? It may be a product, service, or a particular business unit.

2- What will your customer objective be? Examples include lead generation, customer acquisition, improve customer service, grow share of wallet or spend of existing customers.

3- Who is your target customer? Which of the customers are most relevant for this initiative or that you will focus on the most? Your answer should not be all customers.

4- Which customer network behavior will you use? You may choose one or two as the most relevant for the goals you are trying to achieve.

5- Braintstorm what is your digital innovation? For example, if its an engage strategy, what kind of content could you create and how could it be relevant to your customers? If its a connect strategy, what are the different ways you might add value to the social conversation?