Speaker: Adam Sarner
Location: Westin Kierland - Kierland Ballroom 4
Session Type: Track Session

In 10 years, the largest influence on all customer purchases will be their virtual experience. Companies will respond by spending more money trying to shape this experience than money spent offline. Web 2.0 signaled a "V-day" shift of control from company to customer, where powerful virtual destinations and communities proliferate. While traditional wisdom has focused on customer identification for one-to-one targeted marketing campaigns, cross-selling and so on, the reality of multiple anonymous personas (e.g., World of Warcraft), Twitter, online communities (e.g., YouTube and Digg) and the sheer power of their influence means that every customer will have an online persona driving your business relationship with that customer. In this new world, companies will need new skills and techniques to engage and remain relevant. This presentation introduces the most disruptive threats to your organization's continuous relationship with customers and presents the critical steps you should take today to meet those challenges. Session Takeaways: 1) Introduce these disruptive threats to your organization’s continuous relationship with customers and present the critical steps you should take today to meet those challenges.