This document discusses how to determine the value of a customer. It notes that with the rise of the internet, companies need to focus on where their customers are and engage with them through conversations. However, some companies still struggle with focusing on the customer experience and engaging in conversations. The key is for companies to listen to customers, understand their needs and stories, and have conversations in a human voice.

1. How much is a customer worth?
Vítor Magalhães

2. # Personal Introduction

3. “ Without experimentation,
we might all still
be living in caves
and using rocks
as tools.quot;
—Stefan Thomke

6. # Context 2.0: Web
everywhere!

7. Forget the Bubble times!
Internet is here to stay!
No doubt!
It’s the biggest medium!
It’s the medium with the fastest
growth!

9. But...

10. Where is your customer?!

11. # Problem 1: Where’s Wally?

12. Where is your customer?!

13. “ Is this how you see your online customer?

14. “Everything starts with the
customer.”
Louis XIV

15. # Problem 2: Beta World!

17. “We live a life in Beta”
- Bruce Nussbaum, BusinessWeek

22. Take the time to do it right, or
make the time to do it again.
—Daniel L. May

23. “If you're not
failing every
now and again,
it's a sign you're
not doing
anything very
innovative.”
—Woody Allen

24. The most successful people are
those who are good at Plan B.
—James Yorke

25. # Problem 3: Focus

26. 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

31. # Book Tip

32. The Visceral Reaction Rational thought
(snap decision) (argumentation)
or just the…
Blink

33. It’s all about first impressions!

34. # Problem 4: Focus!

35. Quiz:
It’s 1999…
Which looks easier to use?

38. 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)

40. “Everytime you add something
you take something away.”
37Signals

42. # Book Tip
What’s your story?
- Simplicity
- Unexpectedness
- Concreteness
- Credibility
- Emotion
- Story

43. # Problem 5: Conversation

46. To join the conversation,
you need to be…

47. (This is really important)

48. present.

49. We begin by listening.
W

50. If we listen,
we will learn.

51. It may get
messy …

52. # Book Tip
“Online Markets...
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

53. 95 Theses of the Cluetrain Manifesto
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.

54. Are
you (still)
listening?

55. Where to start?
By listening!!!
Ok... Benchmarking also
helps!

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

59. …And learns from “Dell Hell”

62. How do we kill conversations?

66. “Companies will need to understand
that their products are less important
than their stories.”
- Rolf Jensen, Copenhagen Institute or Future Studies

68. 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;

69. Site Internet
Newsletter
Email
...
Backoffice
-Access Management;
-Tracking;
-Profiling;
-Identification;
-Campaign
Management;
-...
-Provisioning;

70. Engagement keeps people coming back

71. …because good experiences make people happy.

72. 360º Communication

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

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

75. quot;All it takes is one idea to solve
an impossible problem.quot;
—Robert H. Schuller

76. Thank you!

77. Questions?

78. http://www.linkedin.com/in/vitormagalhaes http://vitormagalhaes.com
Vitor.Magalhaes@byside.com