CHAPTER 2
The Customer Holds All the Cards
What would the world look like if customers had all the power?
The fact is, in the Social Age, they already do. And they’re coming to realize it. Business will never be the same—certainly not as we knew it in the Industrial Age.
A PRECEDENT SET: UNITED BREAKS GUITARS
In the early days of the Social Age, an example of social media cluelessness occurred that set an example for all customers who felt wronged—and all companies that fail to understand the power of social media. The story, which set off a media frenzy that still rears its ugly head five years later, goes something like this . . .
Imagine you’re in a plane waiting for your flight to take off, when suddenly you hear the woman beside you say, ...
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