Just as social media is not a revolution (it’s just media – get over it), the idea that you have a revolutionary new kind of customer – the social customer – is nonsense too.
Your customers have always been ‘social’ – learning from each other and even benefiting from collective buying power – through intermediaries. It’s just that digital technology allows customers to shop smarter with their social intelligence by removing space, time and scale barriers. The revolution, if it exists, is digital – not social.
So here’s an interesting infographic from the UK social commerce platform Gloople that puts the so-called social customer into a broader perspective. Customers are doing what they always have been doing, i.e. using their social smarts to learning socially and collaborate but now digital technology – particularly technology – allows them to do it faster, more efficiently and more conveniently.