Happy Holidays from Customers 1st!

We’re taking some time off from our coverage of customer experience and service to celebrate the season with our loved ones. We want to sincerely thank you for your readership, your comments and your participation. We look forward to returning to the world of customer experience management in 2013!

Looking back, here is our top Customers 1st post from 2012:

This Week In Customer Experience: “Experience” as Marketing Buzzword

What was your favorite topic covered in 2012?

We wish you Happy Holidays! 

The Customers 1st Team
Follow us on Twitter: http://twitter.com/TotalCustomer
Become a fan on Facebook: https://www.facebook.com/TotalCustomer

A Look Back at TMRE: Ingredients for Success when using MROCs

In the upcoming weeks, we’ll be featuring insights from The Market Research Event 2012 attendees. 

In today’s update, Dave Gustafson shares his notes on Day 1 Track 2
Social Media Listening Track, “It’s More than Just Buzz: How to Leverage Social MR and SM Listening to Gain Insights” with Caroline Klompmaker, Global Insights Business Lead, Burt’s Bees Div of Clorox.

Caroline defined the Burt’s Bees MROC as ‘a marketing formula of influencers and passionate fans.’ At Burt’s Bees, they try to be creative ‘ e.g., they host public events for bloggers, they have developed a MROC from their opt-in e-mail list (‘The Hive’), etc.

She defined social media as Internet-based tools and platforms that provide enhanced interactions. She suggested it is important with MROCs to emphasize active participation and collaboration. In addition, from an interpretation standpoint, there is a need to understand biases/skews with social data, and the need for a structured approach in order to gain insights (because there is so much data/information).

Engagement with their online community occurs via a variety of approaches — discussion forums, highly-visual surveys, highlights and clicks, photo sharing, digital journals and collages. Caroline noted ‘it is all about keeping the community active and engaged.’

Relative to traditional research, there are some definite pros/benefits from social media listening: large sample, timeliness/immediacy, ease/access to information, and cost effectiveness.

However, there are also cons/things to be aware of when using results from social-based approaches: skewed sample (digital), the information is publicly-shared, and the ‘group think’ phenomenon.

Caroline’ advice/ingredients for success when using MROCs include the following suggestions:
1) ensure the insights fit within your research plan,
2) cultivate an internal knowledge base of social and its applications,
3) seek a champion/nurture internal support,
4) be cognizant of the MROC terms/specifications (e.g., size, frequency of interactions, etc.),
and 5) leverage vendor support.

As Marketers, how can we put social market research and social media listening into the appropriate context? How does your MROC compare?

Dave Gustafson is a career market researcher based in the
Philadelphia area. In addition to owning and running his own boutique
market research firm, he is the Chief Advisor at Spych Market Analytics,
LLC. Dave can be reached at dave@SpychResearch.com

Wish to submit your insights for inclusion in this series? Email submissions to Michelle LeBlanc at mleblanc@iirusa.com 

A Look Back: Top Content of 2012

We’re about to step away from the keyboard for a bit here at the Digital Impact Blog to have an unmediated holiday season. I’m not sure that I agree that “Google [is] Making Us Stupid,” but taking time away from normal activities has been shown repeatedly to increase creativity. Most recently, researchers at the University of Kansas and University of Utah tell us all to go take a hike.

In the meantime, December is the time for year end best-of lists and reflection. As our official “look back,” here are our top 5 posts from 2012. Browse through and see what you may have missed during a busy year, and as always, let us know what you think!

Our number one most popular post in 2012 was the announcement of our webinar with Jeffrey Hayzlett,”Driving Change with Mobile Marketing Strategies.” If you missed it, catch the recorded webinar here.

Also popular from our coverage of The Mobile Marketing Conference was “What’s your Digital IQ?” featuring 5 digital brand predictions for 2012.

Rounding up the list are: a feature on Gilt Groupe, our “Community Manager Appreciation Day” post and the recap of our Mobile Marketing expert panel featuring Carrie Chitsey, CEO, 3Seventy, Joseph Cox, President, VMBC and Brent Drake, Vice President, Sales & Marketing, Best Fit Mobile & Marketing.

What were your favorite posts from this year?

To submit guest posts or content ideas for 2013, you can contact me, Michelle LeBlanc, at meblanc@iirusa.com

Happy holidays from the Digital Impact Blog team!

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing.

Optimizing Communications with a Message Simulator

Today’s blog post comes from Dr. David Forbes, Ph.D., of Forbes Consulting, an exhibitor at The Market Research Event 2012.

Developing optimal communications is a challenging topic that we at Forbes Consulting pursue relentlessly. Think for a moment ‘ what if you could predict the market impact of communicating specific brand benefits or positioning elements and choose between them for optimal market impact? The Forbes Message Impact Simulator allows you to do just that. It allows you to experiment with levels of prominence of a single benefit, or with various combinations of benefits ‘ and observe the effect on your brand’s appeal and resulting estimated brand volume.

The simulator below starts with the base scenario ‘ current performance on all product attributes as well as current reach (a measure of the breadth of your brand’s connection with a population of interest), frequency (a measure of the depth of your brand’s connection with a population) and volume. By changing the strength of your brand’s functional and/or emotional equities in the simulator, you can immediately see the impact. The FCG Message Impact Simulator lets a user comprehensively evaluate the impact of alternative communication platforms, and choose the one with the strongest potential.

click to enlarge

For more information on Forbes Consulting please visit http://www.forbesconsulting.com/

Facebook & Nationwide Share How to Unlock Critical Insight for Your Business from Social Media

As another year comes to an end, many of us are looking back through the year reflecting on our business, our customers and the future. It’s no secret that customer engagement is evolving, the question is how we, as customer-centric professionals, are addressing these changes and updating our strategies.

Today, phone communication accounts for about 6,000 connections per day, online live chat a little over 400 and social media, an astounding 1,100,000 connections per day.*

Are you listening and observing your customers through the social medium?

Your opportunity to tie in VOC data across touch points is exponential. Today’s total customer experience strategy moves from “asking” to listening and observing customer actions and behaviors to achieve the holy grail of a 360 degree customer understanding.

Featuring Leaders in Social Media:

Valuing Customer Input and Feedback

Jasmine Green, Vice President, Chief Customer Advocate, Nationwide

Often referred to as “Listener in Chief”, Nationwide’s Jasmine Green will discuss her role in facilitating customer dialogue through the power of listening. She will talk about what it means to be a ‘Listener in Chief’ and the value that active listening adds to cultivating positive customer relationships. Explore how VOC data and design principles can be used to engineer experiences across your organization. She will also describe the opportunity that social media lends to actively listen to customers and proactively engage them through these mediums. Finally, she will discuss the benefits of recognizing and admitting mistakes that result in the potential to fracture otherwise positive relationships and the art of apologizing for error through action and results.

The New Collision of Measurement and Customer Insights

Sean Bruich, Head of Measurement Platforms & Standards, Facebook

As the leading place that consumers connect with friends, engage with brands, and share their experiences, Facebook represents nearly a quarter of all time spent online and bridges the digital divide between web, mobile and offline experiences. Through creating an understanding of these linkages between online and offline experiences, new technology platforms are enabling unprecedented opportunities to instrument, measure and analyze consumer behaviors, and thus create huge leaps in consumer experiences from creating powerful marketing programs to optimizing consumer products or experiences. Here, we describe some of the ways that these platforms have unlocked crucial insights into consumers, and how those insights were translated into action.

The Total Customer Experience Leaders Summit is bringing together cross-industry customer professionals from American Express, CVS Caremark, Eli Lilly, JetBlue Airways, Safelite AutoGlass, Toyota and more to share their customer journey. If you are serious about measuring and improving customer experience, you need a forum to meet fellow professionals and share best practices – and that’s what this conference is about.

Visit our website and download the brochure for the full speaker list and session details.

We invite you to the 2013 summit to Craft Your Insights-Rich Customer Story – From Transparency to Trust. As a reader of this blog, we’d like to offer you a 15% discount off the standard registration rates, use code TCEL13BLOG.

We hope to see you in April in Boston.
The Total Customer Experience Leaders Event Team

Follow us on Twitter: http://twitter.com/TotalCustomer
Become a fan on Facebook: https://www.facebook.com/TotalCustomer

* From Social Media and the Customer Experience

Reminder: Winning the Brand Share Battle Webinar

With TMRE 2012 behind us, we’d like to remind you that the learning doesn’t end with our annual event. IIR USA and The Market Research Event would like to invite you to participate in our on-going Insights Webinar Series, your resource for insights on the cutting edge.

We’re pleased to present one more upcoming webinar in the 2012 series, Winning the Brand Share Battle Tuesday, December 18, 2012 1:00 PM – 2:00 PM ET

Presented by Kirsten Zapiec, Senior Vice President, TNS

Traditional research methodologies are fundamentally flawed. The industry relies on incomplete models that fail to reflect what people actually do, and fail therefore to give marketers a true understanding of what is happening to their brands ‘ where the growth opportunities lie and when a brand is at risk.

To provide marketers with clear direction for profitable brand growth, research must better reflect how people make decisions. It must acknowledge that human beings are often indecisive, inconsistent and their spending patterns shift constantly for many reasons.

Using real examples from a global TNS study, The Commitment Economy, Kirsten Zapiec, Senior Vice President at TNS, will show you how to identify the biggest growth opportunities for your brand. They will reveal the three main marketing levers that prevent companies from taking advantage of these growth opportunities ‘ and the best ways to deal with each of them.

Register for this webinar here.

This webinar is sponsored by: TNS
TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and stakeholder management, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviors and at titudes across every cultural, economic and political region of the world.

TNS is part of Kantar, one of the world’s largest insight, information and consultancy groups.

All of our Insights web seminars are available after the live event for on-demand learning, view past insights webinars here.

Special Offer from Google Consumer Surveys

TMRE is pleased to share the following offering from 2012 sponsor Google:

Google Consumer Surveys is a fast, accurate and affordable way to do market research online. Gather insights, track trends, and model consumption behavior in near real-time. Google automatically analyzes responses, providing the data through a simple online interface within 36 hours.

Try Google Consumer Surveys now with a $75 coupon off of your first survey: http://www.google.com/insights/consumersurveys/offer/tmre

Next Week: Winning the Brand Share Battle – Complimentary Web Seminar

In association with TNS, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar. This webinar is part of the 2012 Insights Webinar Series: Your resource for insights on the cutting edge.

Winning the Brand Share Battle
Tuesday, December 18, 2012, 1:00 PM – 2:00 PM (ET)
Presenter:
‘ Kirsten Zapiec, Senior Vice President, TNS

Reserve your Webinar seat now at: https://cc.readytalk.com/r/3qpxf2cfysqj
Please mention priority code: MWJ0022BLOG

Traditional research methodologies are fundamentally flawed. The industry relies on incomplete models that fail to reflect what people actually do, and fail therefore to give marketers a true understanding of what is happening to their brands – where the growth opportunities lie and when a brand is at risk.

To provide marketers with clear direction for profitable brand growth, research must better reflect how people make decisions. It must acknowledge that human beings are often indecisive, inconsistent and their spending patterns shift constantly for many reasons.

Using real examples from a global TNS study, The Commitment Economy, Kirsten Zapiec, Senior Vice President at TNS, will show you how to identify the biggest growth opportunities for your brand. They will reveal the three main marketing levers that prevent companies from taking advantage of these growth opportunities – and the best ways to deal with each of them.

Register Now: https://cc.readytalk.com/r/3qpxf2cfysqj
After registering you will receive a confirmation email containing information about joining the webinar.

This webinar is sponsored by: TNS

A Look Back at TMRE: Staying Relevant with Today’s Consumersn

In the upcoming weeks, we’ll be featuring insights from The Market Research Event 2012 attendees. In today’s update, Dave Gustafson shares his notes on Day 1 Track 1:
Trends Track: Using Metaphor Elicitation to Capture the Mood of the Nation
with Stephen Hahn-Griffiths, Chief Strategy Officer, Leo Burnett.

Brief: Staying Relevant with Today’s Consumers

Stephen suggested there are six meta types of consumers (based on a driving metaphor):
1) Arrivers,
2) Engineers (plan methodically),
3) Lonely Travelers (feel handcuffed),
4) Easy Riders (middle of the road; non materialistic),
5) Dismayed Mechanics (need a jump start; something is missing in their life), and
6) Defensive Drivers (need help/assistance; live pay check to pay check).

He emphasized the need to increase comfort with what a brand stands for, with a focus on participation, motivation, resonance and relevance. He cited several examples of different approaches companies currently use to increase comfort:
‘ Panera ‘ creating comfort through quality
‘ Zappos ‘ comfort through customer experience
‘ Fidelity ‘ comfort through road to financial future
‘ Kellogg’s/Frosted Flakes ‘ comfort through rituals/nostalgia
‘ Jet Blue ‘ comfort via amenities

How do today’s brands stay relevant with today’s consumers?
How can we keep our customers engaged?

This leaves us with some interesting questions marketers need to ask themselves:
1) What meta type(s) does my brand serve?
2) Where does my brand fit on the ‘road to comfort’?


Dave Gustafson is a career market researcher based in the Philadelphia area. In addition to owning and running his own boutique market research firm, he is the Chief Advisor at Spych Market Analytics, LLC. Dave can be reached at dave@SpychResearch.com

Wish to submit your insights for inclusion in this series? Email submissions to Michelle LeBlanc at mleblanc@iirusa.com 

The Emotional Mind

Today’s blog post comes from Dr. David Forbes, Ph.D., of Forbes Consulting, an exhibitor at The Market Research Event 2012.

Why do consumers ‘really’ think and act as they do?

We have long known that the deep seated emotional centers of the human mind generate the most powerful motivational forces driving consumer behavior. Traditional market research, however, has historically only accessed the conscious intellectual layers of the consumer mind. The desire to learn about the emotions that ‘really’ control behavior are largely unfulfilled.

Two barriers confront the market researchers in this quest. First, consumers are often unaware consciously of these deep-seated emotional forces.

As St. Augustine wrote in the thirteenth century, ‘I cannot grasp all that I am.’ His insight remains true of consumers today. Consumers today are no more able to grasp the motivations that arise from emotional centers of the brain that work below the level of consciousness than St. Augustine was; in the language of pop psychology, consumers are ‘out of touch’ with their feelings on the issues important to marketers.

Second, consumers are often unwilling to share their emotions with market research professionals, even when they are able to consciously access and articulate their emotions. Rare is the respondent who is willing to share reasons for behavior that might make them seem frivolous or irrational.

So where does this leave market research in its quest for ‘real reasons’ behind consumers’ behavior?

The news actually is good. The conscious mind is far from irrelevant ‘ it remains an important driver of attitudes and behavior, and traditional market research continues to excel at researching the conscious mind. For the first time, neuropsychologists have documented the activity in those areas of the brain responsible for our emotions. Employing techniques from perceptual and cognitive science, clinical market researchers have begun to leverage the insights from neuropsychology to devise methods for ‘talking’ to these emotional centers of the brain.

Our proprietary Forbes MindSight?? technique is a good example of how the latest insights about the brain can help market researchers acquire the once elusive emotional reasons for behavior ‘ to get new data about ‘real’ reasons that they have never gotten before. Consumers may remain unaware of their emotions or unable to share their emotions with us, but technologies such as MindSight?? are overcoming these barriers.

Why do people really think and act the way they do? We are revealing motivations that they themselves may not know. Results from MindSight?? research suggest that surprises are in store ‘ for marketers and market researchers, and even for consumers themselves!

For more information on Forbes Consulting please visit http://www.forbesconsulting.com/