Twinsumerism & Your Customer Experience – Trends 2011


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Here’s installment 2 of customer experience trends to consider for 2011.

According to

Twin-sumerism/Socialites – “In 2011, word of mouth and recommendations will be even more dependent on Person to Person dynamics. Twin-sumers are consumers with similar consumer patterns, likes and dislikes, and who are hence valuable sources for recommendations on what to buy and experience, while social-lites are consumers who consistently broadcast information to a wide range of associates online.”

Social Responsibility – “Brands and wealthy individuals from emerging markets (especially China) are increasingly expected to give, donate, care and sympathize, as opposed to just sell and take. And not just in their home countries, but on a global scale. It’s a profound cultural change and a consumer demand that their counterparts in mature markets have had a few years to getting used to.

  • 86% of global consumers believe that business needs to place at least equal weight on society’s interests as on business’ interests
  • 78% of Indian, 77% of Chinese and 80% of Brazilian consumers prefer brands that support good causes, compared to 62% of global consumers
  • 8 in 10 consumers in the India, China, Mexico and Brazil expect brands to donate a portion of their profits to support a good cause. The number of millionaires in India in 2009 grew 51 percent, to 126,700.”


How are you leveraging twin-sumer and socialite influences to advance traffic to  your business?

Does your customer experience include strong elements of  ”giving back?”

Hopefully, your experiences are trending in the right direction….

Republished with author's permission from original post.

Joseph Michelli, Ph.D.
Joseph Michelli, Ph.D., an organizational consultant and the chief experience officer of The Michelli Experience, authored The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of The Ritz-Carlton Hotel Company and the best-selling The Starbucks Experience: 5 Principles for Turning Ordinary Into Extraordinary.


  1. Interesting observations, Joseph. The definition of “customer” is expanding beyond just the buyers and consumer of a seller’s core products. Today’s “customers” appear to be anyone affected by the company, in any way, shape or form.

    It would be interesting to gauge the relationship between revenue growth of a company, and the company’s marketing initiatives, geared toward this broader definition of customer.

    Is it simply the right thing to do, or is there a measurable financial benefit?


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