The Network Is Your Customer

The Network Is Your Customer Cover

The Network Is Your Customer

Five Strategies to Thrive in a Digital Age

By David L. Rogers

Yale University Press, Hardcover, 9780300165876, 312pp.

Publication Date: January 11, 2011


"An incredibly useful and valuable guidebook to the new consumer economy. Buy it. Learn from it. Succeed with it." Jeff Jarvis, author of "What Would Google Do "

"This is the stuff that every business and nonprofit needs to embrace if they're going to succeed in a changing world." Vivian Schiller, CEO of NPR With clear analysis and practical frameworks, this book provides a strategic guide that any business or nonprofit can use to succeed in the digital age.

Marketing expert David Rogers examines how digital technologies from smartphones to social networks connect us in frameworks that transform our relationships to business and each other. To thrive today, organizations need new strategies strategies designed for customer networks.

Rogers offers five strategies that any business can use to create new value:

  • ACCESS be faster, be easier, be everywhere, be always on
  • ENGAGE become a source of valued content
  • CUSTOMIZE make your offering adaptable to your customer's needs
  • CONNECT become a part of your customers' conversations
  • COLLABORATE involve your customers at every stage of your enterprise

Rogers explains these five strategies with over 100 cases from every type and size of business from shoes to news, and software to healthcare. In "The Network Is Your Customer," he shows:

  • How Apple harnessed a host of collaborators to write apps for its iPhone
  • How IBM designed a videogame to help sell its enterprise software
  • How Ford Motors inspired an online community to build brand awareness for its new Fiesta

...and countless other cases from consumer, b2b, and nonprofit categories.

The book outlines a process for planning and implementing a customer network strategy to match "your" customers, "your" business, and "your" objectives whether you need to drive sales, to enhance innovation, to reduce costs, to gain customer insight, or to build breakthrough products and services. Because today, whatever your goals and whatever your business, the network is your customer.

About the Author
David L. Rogers is executive director of BRITE and faculty director of the Digital Marketing Strategy executive program at Columbia Business School.

Praise For The Network Is Your Customer

"Level-headed advice for companies contemplating a leap into the digital arena."--Kirkus