Why Referral Programs Are Necessary?
The customers are linked together today by an invisible web of communication. They communicate by the digital technologies that impacts every aspects of their lives.
These technologies include the Web browsers that connect us to trillion-plus pages on internet via our computers and our smartphones. They include messaging technologies as email, WhatsApp, facebook, twitter, youtube etc.
The constantly multiplying digital tools connects customer to more than just products, companies and media channels. Far more important, they connect customers to one another. The digital flow of data, ideas, commerce and identity turns each of the customer into a network capable of spreading ideas, running businesses and organizing political action.
A New Paradigm: Connected customers
The internet links customers in networks, it transforms relationship to on another and to business. Every business today must realize that its customers are behaving radically differently than the pre-digital era and their business approach must change to match. Businesses in the past was based on a model that viewed customers as isolated and passive individuals. Business practice was therefore designed to suit the paradigm of mass audience.
Today business new a new paradigm of connected customers. The customers are no longer views as isolated individuals but are seen as dynamic and interactive participants in a network. These customers are constantly responding, connecting and sharing among themselves and with business they care about. To succeed, business need new strategies that match the behavior of connected customers.
The power is shifting from one way communication to customers through mass media to connected customers.
In recognition of the fact that customers today are using more advanced and integrated technology than many of the organisations they seek service from, it is increasingly challenging to successfully engage with and achieve long-term wallet share from these connected customers.
