Chapters of the book:
1. Influence 2. (The end of) "Business as usual" 3. Transformation 4. Everybody´s concerned 5. New era, New Business 6. Welcome to the consumption society!
7. Connected customers are sharing 8. (Everyone hates) customer service 9. The problem & The Dilemma 10. Experience is THE word 11. Brand experience 12. The whole thing, Bad experience 13. Brand Management 14. Reputation Management 15. Customer empowerment 16. Companies realizing 17. The web effect 18. Welcome to the social revolution 19. The Concept Everybody agrees that, for the brand experience, consumers have a voice that is important and it needs to be heard and spread out accordingly.
That being said, there´s a lot of bad consumer experience today with companies, services and products but despite it being a real problem, no one provide a way for people to express themselves on that matter.
Today what we´re seeing is a shift in the world of business and consumption; lead by 2 obvious pillars: Mobile & Social. Each of these massive movements has made possible the opportunity for every individual to get heard and impact accordingly.
It is a great coincidence that the emergence of consumer problems and business issues are coincided with the arrival of tools that can help to bring the world together -enabling people to communicate and express themselves in a better way.
What´s happening today in the world actually redefines the role of the patron and the relationship between businesses and customers. As everybody´s voice gain in importance, businesses will have to align and start viewing their customers in a new way.
Today, our society has reached another tipping point.
We live in a time where a greater part of people in the world have access to the Internet and/or mobile phones - the raw tools necessary to start sharing what they´re experiencing and how.
I envision a new dynamic between people and businesses. Individuals will introduce a new working archetype for consumer empowerment and also customer engagement.
As a result of individuals expressing themselves and sharing that, businesses and brands awake to an already vibrant and still growing customer base that now expects their participation and attention.
There are 3 major movements that are shaking our world today:
1. The ever-lasting consumer oriented-society we live in.
2. The incredibly connected and social life we experience with the web and social medias.
3. The constant bad brand experience we encounter.
The convergence of these movements creates big opportunities for change to arise in order to re-balance the equilibrium between consumer and companies.
The digital feedback world will bring what people have always wanted: a world more transparent and aligned.
This is the vision underlined in this book, in order to improve the consumer experience for the benefit of all by giving the power to the people.
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