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.

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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.

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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.

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OK, so my last posts mostly critical; this time I thought that I would compare a negative experience with a positive one instead.

How do you handle having to go back to a store or service provider to return a defective product or to point out a mistake in a transaction? Would you feel a little awkward, intimidated, or defensive? Many customers often feel very strong, negative emotions when faced with the prospect of going back to a store or service provider to tell them of their dissatisfaction with a product or service. Some customers may enjoy gearing up for a fight, others may have to psyche themselves up for the encounter, while some others may consider it an annoyance or a waste of time.

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Fifty percent of all MBAs graduated in the bottom half of their business school class!

This is one reason I suggested replacing MBAs with MFAs when I told you Your Data Are Ugly.

But really, my data are ugly.  The whole universe of MBA-related humor before me, and the best I can come up with is a pie chart based upon a recycled doctor joke. [Read more]

Dear readers,

The latest edition of Change Agent, Synovate’s global magazine for the marketing community, is now available. I have contributed an article about the consumers’ response to environmental and sustainability issues.

Please take a look by clicking here.

The main point I propose is that Brazilians tend to ‘outsource’ the issue of sustainability; the general attitude being: ‛Why should I change my life to save the planet if my neighbor does not do the same?’

[Read more]

Your data are ugly.  Not wrong.  Just ugly.

I don’t care if you can distill your research insights into 140 characters or less.  Give me something to hang on my wall.  Give me something to show off.

Eddie Izzard said,

“All that people care about is the look, because there’s figures on this. 70% of what people react to is the look, you know, it’s how you look; and 20% is about how you sound; and only 10% is what you say.”

Did he stand there with a chart to explain this?  No, he pitched up in full makeup and high heels.  In 1999!

Over a decade later, where are you?  Still making charts nobody hangs on their wall?  Next steps:

• Re-read all your Edward Tufte books and then forget all about them.
• See what Aaron Koblin is doing right now.
• Stop hiring MBAs and replace with MFAs.
• Fingerpaint.

Upcoming installments will cover each of these topics and more.

I fell backward into market research after training to be a city planner.  Before that, I taught elementary school.  Following a decade of acquiring market research at a semiconductor company, I am now providing market research to technology and telecommunications companies globally.  And blogging about it.

“Blogging:  Never before have so many people with so little to say said so much to so few.”

So, it should be handy that I have an undergraduate degree in English & American Literature & Language.  Except that I took most of my classes outside the department in electives like Visual & Environmental Studies.  And my favorite professor taught Landscape Architecture.

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Unfortunately for most of us the holidays are long over (although many of our livers are rejoicing!). With 2010 a memory,  people are now making wishes and resolutions for this year. All of us are taking a look at ourselves and our lives, seeking to correct mistakes, recover the teen spirit, improve our relationships, go on a diet, hit the gym, quit eating French fries, etc…

But what has come of these resolutions so far? [Read more]