Conversation Agent’s Valeria Maltoni: Consumers Online (VIDEO)
Conversation Agent’s Valeria Maltoni, a Brand Strategist with 20 years of real-world global corporate experience, tells us about building the first online community for Fast Company magazine. Plus great advice for businesses looking to attract and keep customers.
Valeria, what opportunities do organizations have using new tools and new technologies?
VALERIA MALTONI: So, as you just mentioned, I think an unexplored opportunity right now for organizations is to really get beyond the basics, as many organizations are ready to do, and look at a combination of tools as well as human skills to get a little bit underneath the questions that burns them. So why is my customer attrition rate so high?
So let’s take a step back, and let’s define customer. Many organizations talk about customers as if they were that way. But these are people who are having just one transaction with you. So take a look at how many transactions is this person having with me? Are they buying more than one product? If they are not, then talk about them as buyers, and then see the opportunity to convert buyers into customers. And that’s why social media is so wonderful, through a combination of touch points, through a combination of using the net, your own properties, your own media in combination with the tools that your customers are using.
Many, many organizations tell me that, hey, people are savvier than I am in using these technologies. We cannot keep up. So how can you be out there and help these buyers come back and buy more, so that they can truly become customers, and you can truly have a viable business and commerce. so I think that is the biggest opportunity. I see the net as a huge customer conversation mechanism, where customers are right now a little bit advanced vis-a-vis organizations, and organizations are catching up, so that’s beautiful.
RANDI ZUCKER: Valeria, thank you so much for your time. There are so many companies out there spending a fortune on social media. And with the advice that you gave them, it’s going to better help them channel where– the direction they want to go with that money.
VALERIA MALTONI: Yeah, I think organizations right now are focusing so much on investments versus focusing on return, which is the part that matters. The return part happens when you are asking the question, what experience am I trying to create? And then how to apply the resources that I have to that experience.
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Category: SXSW2011, Special Guests, Videos, Views on the News
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