Posts from — April 2011

Starbucks is often mentioned as one of the best examples of how to use social media to engage with customers, strengthen brand image (Interbrand, Best Global Brands 2010) and ultimately improve sales. So how do they do it? Starbucks not only listen to their customers but they also engage in a digital dialogue and act. The company launched My Starbucks Idea in 2008, to encourage customers to submit their ideas and vote on them. As well as listening to what people are suggesting, they are also reviewing and implementing many of these suggestions, allowing people to see the status of their submissions.

In my last post I talked about the importance of listening to online conversations, but effective social media monitoring goes beyond listening. We have developed a five step process, which enables us to use buzz data to generate insights and to help companies to design and implement relevant strategies.

[Read more →]

In the competitive and chaotic world of Customer Experience Management, there is a tendency to overlook the basics. When it comes down to it, the old adage “treat others the way you wish to be treated” rings true now more than ever.  In our attempts to differentiate our business, and in our obsession over ideal customer service delivery, have we lost sight of this? I’m hoping not!

Exceptional customer experience begins with respect and relationship building. I believe there are several fundamental truths that resonate regardless of the industry, type of service you provide, or your target audience.

Here are my five core values to great Customer Experience delivery: [Read more →]

Not so long ago, if you had found out that the hotel in Paris you had booked for your holiday was more like a filthy hole than a romantic retreat seen in the travel agency brochure, you might have written a letter of complaint to the hotel manager. Maybe you would have also told some of your friends and relatives not to go there.

A friend of mine found himself in a similar situation a few weeks ago. Instead of making a formal complaint, he posted a picture of the ‘not-so-nice’ room on Facebook, minutes after checking in. Then he submitted a review to tripadvisor.com, rating the hotel with one star and saying that it was horrendous, dirty and that he would never book another holiday with the travel agency. When I told him I was going to Paris, he immediately sent me the link to his review, to make sure I didn’t stay there.

Social Media and the Internet have changed the way we communicate, providing us with a platform to voice our opinions and experiences in real time. We can share our views with the world, reaching an audience unimaginable years ago. Take my friend’s hotel review as an example. He is potentially influencing hundreds of friends, casual acquaintances and complete strangers’ hotel selection by sharing his experience on two websites.

[Read more →]

I’ve been reading a lot about new ways of doing consumer research. There’s a constant buzz about the latest methodology breakthrough or innovation. In fact, that’s all I seem to hear lately and I don’t think I’m alone.

More and more a wide variety of categories are going through an avalanche of ideas and fads in the modus operandi these days. But I can assure you few of them are as affected as my industry: market research. No hint of provincialism intended.

I hear phrases on both extremes, from “market research is dead” to “this is going to be the biggest breakthrough in market research” on a daily basis (along with the routine “good morning” and “can I get a discount on this proposal?”).

In my view, market research is continually undergoing changes. Looking back in time, I see three primary eras of our industry.

[Read more →]