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The New Role
of the Customer
2 The Social Web visibly connects your business or 29
organization and its stakeholders—customers,
suppliers and influencers, each of whom have ■ ╇ T he N ew Role of the C ustomer
defined new roles for themselves very much in
control of the information they share as they
evaluate competing options. This chapter explains
these new roles in business terms, showing you
how to determine who is influencing whom and
where the next great ideas are likely to originate.
Chapter Contents
The New Role: Social Interactions
Customer Relationships: CRM Gets Social
Outreach and Influencer Relations
