These customers are digital. They are mobile. They have so much information at their fingertips they have become a much greater force than ever before. They can search for specific items, compare prices, find competitors, demand the lowest price, request that a supplier source specific items for them, and then complain on social media if it is not right.

1. The Age of the Customer. What does that mean for
today's businesses?
Written by: Robin Sands, 08/11/2012 14:54
The Information Age has come to an end, but does this mean we have less information than
previously? Just the opposite. We have more information being created every day than we ever
had before. But just as the age of manufacturing and the age of distribution didn't see the end
of those activities, we do not see the end of information. Rather, it supports a progression on to
the next logical phase – the Age of the Customer.
With so much information being readily accessible, today’s consumers have become
empowered customers.
These customers are digital. They are mobile. They have so much information at their fingertips
they have become a much greater force than ever before. They can search for specific items,
compare prices, find competitors, demand the lowest price, request that a supplier source
specific items for them, and then complain on social media if it is not right.
Social media has in fact, become a key tool for today’s customer. A valuable asset to be added
to any savvy customer’s arsenal. It is a platform that can be used for good and for bad, but know
that it is being used. Social Media is becoming the number two way to engage with customers
(after face-to-face personal interaction).
Unfortunately, companies are way behind the public when it comes to the adoption of social
media. That represents a problem because social media is a critical tool in an increasingly
customer-focused business market. In fact, in the Age of the Customer, dominance will come
from those companies who engage best with empowered customers.
Businesses today need to engage on all playing fields, including social media. We need to
understand that our power comes from engaging with empowered customers. Our relationship
with the customer is the only thing that will enable us to survive and grow in the Age of the
Customer.
Robin Sands is the Chief Marketing Officer of CDAA®.
CDAA® is an Australian Certified Digital Agency helping customers improve and make their
digital activities more commercially successful. Founded in 1998 the Agency has a long track
record providingwebsite design, development, hosting and support solutions. Working with
Australia’s most well-respected businesses, governments and brands.