Tag Archives: branding

Brand Tracking: How Coca-Cola Found Their Olympic Feeling

On TMRE Day 3, in the Macro Trends track, Coca-Cola Brazil detailed
how they’d drawn inspiration from behavioral science to meet the challenge of
the Rio Olympics. Coke’s Patricia Fonesca 
faced a problem any big brand will be familiar with ‘ how do you measure
marketing effectiveness when you have so many different sources of information
on your brand and your business that it’s almost impossible to piece them
together?
The answer, according to Fonesc a and research agency
BrainJuicer, is not ever-larger datasets. ‘Your data is probably already big
enough,’ said BrainJuicer’s Gabriel Aleixo. Instead, you need to transform the
way you think about consumer behaviour. You must look at consumers for who they
are ‘ people making quick, emotional decisions at a ‘System 1′ level. 
By adopting a new model of human behaviour based on this
truth, Coca-Cola looked to improve their ability to predict performance.
Their new model had its roots in work starting in 2013,
designed to track the long-run up to the 2014 World Cup, held in Brazil.
Coca-Cola moved away from metrics like ad recall, purchase intent and brand
attributes ‘ ‘system 2′ measures that demanded too much consumer memory and
self-knowledge. Instead it tracked emotional response and simple recognition of
campaigns as the best way to establish how consumers were reacting to
touchpoints in real time.
For the Rio Olympics, Coca-Cola scaled up this marketing
effort and added a new dimension ‘ a simple way of tracking brands based on
Fame, Feeling and Fluency, the core heuristics that lie behind System 1
decision making. Fame is familiarity ‘ if a brand comes readily to mind, it’s a
good choice. Feeling is positive emotion ‘ if you feel good about a brand, it’s
a good choice. And Fluency is ease of recognition and distinctiveness ‘ if you
recognise a brand or its ‘distinctive assets’ (like red for Coca-Cola) quickly,
it’s a good choice.
These three core metrics, according to Coca-Cola, are all you need to know to understand brand performance: they predict
85% of market performance, and also forecast future share and the brand’s
ability to charge a price premium. 
Coca-Cola is a ’5-Star brand’ in Brazil, according to the
model, with sky-high Fame and Fluency. But it faces a constant battle to
maintain the level of Feeling its status demands ‘ fail to make people happy,
and a brand can quickly become a dinosaur. ‘Why are brand feelings so vital’?
asked Fonesca, ‘They are a lever of market share gains.’
Coca-Cola’s campaign was designed to boost Feeling.
To keep Feeling high, Coke needed great emotional marketing, and it needed reach. Despite the rise of social media, even for
younger Brazilians TV is an incredibly important medium and a guarantor of
reach. The brand came up with a winning emotional idea ‘ ‘what does gold feel
like’? which performed brilliantly in emotional testing: a true 5-Star ad. With
the real-time tracking, Coca-Cola could see that 20 million people were being
touched a day by the brand during the Rio Olympics, and that 3 out of 4
Brazilians had seen the ads. That kind of massive reach is what a large brand
has to aspire to in order to maintain its dominant position.
For Coca-Cola, the investment in emotional marketing paid
off. The brand saw its Feeling scores reach unprecedented levels during the
Olympics, and this showed up in two ways. First, of every brand in every category,
Coke was the brand with the highest Olympic association. And second, higher
Feeling led to brand growth, as the brand’s tracked share rose by 1.5 points.
Coca-Cola credited this success to two key factors. First, a
really powerful core creative idea (the ‘gold’ campaign). And second, the
real-time intelligence to guide them so they knew where and when to move their
efforts between channels. For instance, their real-time tracking helped them realise that packaging was the key to communicating that creative idea – an insight they might not otherwise have reached.
And how could other brands take advantage of behavioural
science to modernise or reinvent tracking? The presentation ended with three
key thoughts.
First, focus on the basics of decision making, and remember
it’s fast and frugal, not complex and reasoned.
Second, make sure brand tracker insights always lead to
action ‘ maximise impact with simple metrics delivered at speed.
Third, make brand trackers accountable. Simply tying them to
equity measures isn’t enough ‘ they must relate to real business results.
Get those things right, and the tracking gold medal could be
yours.

David Eagleman’s Neuroscience Research On How Consumers Perceive Brands

Neuroscience has been tapped to help brands understand consumer purchasing decisions for several years now, with methods from healthcare and academia such as EEG and biometrics applied to study the motivations of consumers. Marketing insights company Nielsen, for example, even has a branch devoted to neuroscience called Consumer Neuroscience headed by Harvard Medical School neuroscientist Dr. Carl Marci. But what have market researchers actually learned from all these efforts that can help brands?

Our brains seek shortcuts that eliminate the need to think. Photo: Ryan McGuire
Some very interesting research results have come from a Baylor College of Medicine study. A team of neuroscientists presented 40 subjects with vignettes of actions taken by both humans and corporations to monitor brain scans of their responses. This research originally stemmed from the inquiries into the legal implication of ‘corporate personhood’ and fact that the American legal system has extended the rights of individuals to corporations and held corporations, as a collective unit, liable. Funding for this work came from the ‘Initiative on Neuroscience and the Law’.

Our Brains Use Different Areas to Process People and Objects

The study went like this: The vignettes given to the participants showed actions that were positive and pro-social such as donating money, neutral such as purchasing office equipment, or anti-social such as law breaking. There was also a control of vignettes about inanimate objects such as fruit or an ironing board. Baylor College’s website reported: ‘When participants made judgments about people, specific areas of the brain involved in social reasoning became active. In contrast, when participants reasoned about an object, activity in these areas was diminished.’ 

The Human Brain Experiences Corporations as People
The study found that people essentially used similar parts of the brain to understand corporate and human behavior. This study which originally had to do with law has applications to how consumers relate to brands ‘ if they’re using similar parts of the brain to understand corporate and individual human behavior, they’re essentially equating brands with people! You can read the entire paper ‘Are Corporations People Too‘? written by Mark Plitt, Ricky R. Savjani and David M. Eagleman here.

Companies Need to Work on Reputation, Loyalty and Trust

This study gives some radical insight into how people view brands; one author of the study, David Eagleman, says it tells us that companies need to work on reputation, loyalty and trust. We’re excited to say that Eagleman, host of PBS’ The Brain and NYT best selling author will be at The Market Research event this October. Eagleman’s talk is called: ‘Emotion, Motivation, and Reputation: What Matters to the Mind of the Consumer

Got any comments on this blog? Make yourself heard – Tweet to us at @TMRE!

Don’t miss KNect365′s Fall 2016 Event Lineup!

Can you feel it? Fall is in the air, and so is conference
season.
We’re excited to announce our fall 2016 event schedule of 10
Insights, Marketing and Innovation events produced for you to do your job
better.  
Our goal through these events is to inspire, inform, and
connect you with leaders from across industries to see, think, and act
different.
Check out the full
event lineup:

TMRE: The Market Research Event
Boca Raton, FL
October 17-20
Use code TMRE16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bjGsUg
The Corporate Intrapreneur Summit
New York, NY
September 8-9
Use code INTRA16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bDaaBs
Foresight & Trends
Miami Beach, FL
September 27-29
Use code FT16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2brD48C
Future of Food Summit
Miami Beach, FL
September 27
Use code FT16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bSbIIn
FEI:Front End of Innovation Europe
Berlin, Germany
October 5-7
Use code FEIEU16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bmcbAW
LEAN Startup in the Enterprise
Hoboken, NJ
October 24-25
Use code LEAN16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bQEqJH
Back End of Innovation
New Orleans, LA
November 15-17
Use code BEI16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bjHn79
OmniShopper International
London, England
November 15-17
Use code OMNIINTL16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bjI943
ProjectWorld & World Congress for Business Analysts
Orlando, FL
November 15-17
Use code PW16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bEmcid
FUSE London
London, England
November 30-December 2
Use code PW16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bmdNuB
We hope you will join us at one of our events this fall!
Cheers,
The KNect365 Insights, Marketing and Innovation Team

This Week In Market Research: 7/20/15 – 7/24/15

There’s a new boss in town and guess who it is? The customer. Five or six years ago a marketing campaign was deemed successful if there was an increase in sales. Now a marketer is held to answer to the customer and their social media scrutiny. According to a recent article on Entrepreneur, ‘As customers’ voices become louder, and as they interact with brands in more ways, the modern marketer’s job has become a lot more visible and complex…’ This article discusses the 5 attributes that a marketer in today’s day and age must possess. Among the traits listed is ‘join today’s conversation.’ In other words, customers are having conversations everywhere on social media and marketers would benefit greatly from joining the conversation and providing useful content. With the world of marketing evolving and placing heavy importance on how the customer interacts with the campaign, these 5 attributes provide an insightful take on what it means to be a marketer today.
Imagine the place you work. More than likely images of cubicles, four white walls, printers, and break rooms are seeping into your mind. Now imagine a work setting with none of that. In fact imagine your work location being whatever you want it to be whether it’s your kitchen at home, inside a local coffee shop, or outside in the park. This incredible dream is actually a reality for Amir Salihefendic’s organization ‘Doist.’ Doist is an organization designed to manage any sort of to-do list. When Salihefendic took this idea to the next level at full-time capacity he realized he needed employees and couldn’t be picky about where they were located. The organization now employs 40 people from over 20 different countries. In the respect of market research do you think this could work to the organization’s advantage as a way of being more ‘global’? You decide.
What do you think has the fastest growing rate on social media? Is it Facebook? What about Twitter? If you guessed either of these two, I’m sorry to say, but you’re wrong. Instagram is actually growing faster than both of these platforms due to its engagement rates soaring. So if you’re a company like Tom’s from Maine, how do you get a coverage on this platform without an obvious visual appeal? Well, according to a recent Adage article, the Local Main company plans on turning to what is called

‘micro-influencers.’ In the Instagram world more and more companies are starting to make payments of $15,000 or more to Instagram ‘mega-influencers’ in order to have them post product photos to their millions of followers. However, in Tom’s approach, they are targeting ‘micro-influencers’ ‘who have maybe 1,000 to 5,000 followers but engage a very high percentage of them around a very specific topic.’ In other words, Tom’s will be reaching out to users who may not have an exuberant amount of followers, but have a rather heavy engagement with the followers they do have. To me this is a brilliant change in market strategy for Tom’s and one which will be interesting to follow (no pun intended).

Ivy Lee? Every heard of him? Well, he was a very successful businessman, the man considered to be the father of public relations, and the genius who will increase your productivity. According to his method for productivity, your business can reach peak productivity. Here’s how: 1. ‘At the end of each work day, write down the six most important things you need to accomplish tomorrow. Do not write more than six tasks. 2. Prioritize those six items in order of their importance. 3. When you arrive tomorrow, concentrate only on the first task. Work until the first task is finished and before moving on to the second task. 4. Approach the rest of your list in the same fashion. At the end of the

day, move any unfinished items to a new list of six tasks for the following day. 5. Repeat the process every working day.’ You may ask, ‘Why should we take his word? How do we know it works’? Well, back when Charles M. Schwab asked for Lee’s advice, Schwab asked how much it would cost him. Lee responded by saying, if it worked Schwab could pay him whatever he thought it was worth. Charles M. Schwab ended up giving him $25,000 dollars, which, back in 1918 is the equivalent of $400,000. Convinced?

See Who is Attending OmniShopper 2015 Next Month

OmniShopper 2015 is just a few weeks away and experts from
leading Retailers and Brands are ready and waiting to teach you how to redefine
your shopper strategy to win at retail.
Omnishopper 2015
July 20-22, 2015
Radisson Blu |
Chicago, IL
Visit the website:
http://bit.ly/1RS6LMm
Ready to transform your business and drive the bottom line
in the new omnichannel retail environment?
Many of your peers
have already committed to do just this:

AARP Services Inc
Accelerant Research
ALCS
Altoque
Amax Inc
American Greetings
Arcelik AS
ASBTDC
Asurion
AugustineIdeas
Bayer Health Care
Behavioral Science Lab
Bellomy Research
Big Lots
Bigelow Tea
Brandtrust
Brown Forman
Burke Inc
Bush Brothers & Company
C Space
C+R Research
Capre Group
Capsule
CCF Brands
ChaseDesign
Chobani
ConAgra Foods
Crowdtap
Decision Insight
Demographic Intelligence
Design Phase Inc
Dialogue Research
Dovetail Partner Promotions
E & J Gallo Winery
Emory University
Energizer Personal Care
Epson America Inc
Estee Lauder Companies
Excel Displays & Packaging
Facebook
Field Agent
First Insight Inc
Flowers Foods
Gap Inc
GfK
GOJO Industries
Graphic Packaging International
Groupon
GutCheck
Hallmark Cards Inc
HDIS
Henderson State University ASBTDC
Henkel Corporation
iModerate
InContext Solutions
Influence Central
InfoScout
InsightsNow
Instantly
Integer Group
Integer Marketing Communication
Interbrand Design Forum
Ipsos
Johnson & Johnson
Kantar Retail
Kimberly-Clark Corporation
LEGO Systems Inc
Lifecourse Associates
M/A/R/C Research
Marketing by Design
MarketVision
McCormick & Co Inc
Meijer
MFour
Mintel
Mission Foods
Moet Hennessy
MTD Products Inc
Murphy Research
Nestle Purina
Night & Day Communications
Now Plus One
NPD Group
ORC International
OtterBox
Passenger Inc
Perception Research Services
Pernod Ricard
Perrigo Company plc
Plzensky Prazdroj
Post Foods
Procter & Gamble
Publix Super Markets Inc
Quester
Radius Global MR
Red Bull
Research Now
Reynolds Consumer Products
Saatchi & Saatchi X
SABMiller
Samsung Electronics
SAU Arkansas Small Business & Technology
SC Johnson
Service Management Group
SIRS
SKIM
Slice Intelligence
SmartRevenue
Smucker Foods of Canada
SpartanNash
Sports Authority
SSI
Standard Bank
Staples
Synqrinus
Target Corporation
The Chamberlain Group
The Clorox Company
The Coca Cola Company
The Hershey Company
The Integer Group
The Seeking State
The Wedge Community CoOp
Theory House
Thought Expansion Network
Tobii
TracyLocke
True Value Company
TruFood Limited
Versium Analytics Inc
VF Corporation/Jeanswear Coalition
VideoMining
W5
Walmart Stores
WD Partners
Why-Q Inc
Women’s Marketing Inc
YanHaas
Download the brochure
for full program details: http://bit.ly/1RS6LMm
Spending time learning from and connecting with the best of
your industry has never been so rewarding.
Use code OMNI15BL for
$100 off the current rate. Register today: http://bit.ly/1RS6LMm

Cheers!
The Omnishopper 2015 Team
@OmniShopper
#OmniShopper15
Themarketresearcheventblog.iirusa.com

Live from #TMRE14: How To Be a Standout Brand in a Crowd. Really.

Youngme Moon

Harvard Business School Professor and Senior Associate
Dean for Strategy and Innovation Youngme Moon helped us unpack what it means to be truly different’and burst a lot of
bubbles when she told us that despite what we may think, most of us are
unremarkable.

According to Moon, author of ‘Different:Escaping the Competitive Herd,’ while 99% of business leaders she talks to earnestly
believe that their brand is unique in its competitive set, in truth the vast
majority of brands are indistinguishable to the average consumer.

‘Think of yourselves as wine
connoisseurs for your category,’ said Moon. ‘You may be able to easily see the differences, but for the average person looking at a hundred labels in
a wine shop, it’s all just wine.’
Moon said the problem of “sameness” is pervasive
because we have so many choices. As the selection set in a category grows, the consumer
starts seeing ‘same’ and tunes out.
It is possible to stand out in such
an environment, Moon said, but it’s exceedingly rare.
Her research found standout brands do
so by ‘flipping the fundamental”they upend a fundamental assumption about
their category.
She provided examples’Ikea, Twitter,
MINI Cooper’of brands who differentiated themselves in a big way because they
defied the instinctive urge to ‘stay close to the competition’ and inverted a
value proposition. Often, this involves taking a presumed negative, putting it
front and center and turning it into a positive.
Moon also noted most brands struggle with appreciable differentiation because:
1.       In a really competitive industry it’s almost impossible to resist the
pressure to match the competition (this leads to the ‘flocking birds’ effect).
2.       Game-changing ideas don’t typically survive in most company cultures
because they tend to look a lot like crazy ideas and they’re scary.

3.       We look to customers to tell us how to be different when they can usually
only tell us how to be better.

ABOUT THE AUTHOR 
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Live from #TMRE14: Why Marketing May Not Matter Much

Itamar Simonson

Stanford University Graduate School of Business Professor of
Marketing Itamar Simonson explained how the rise of
today’s informed and empowered consumer is subverting marketing convention.

Simonson, co-author of ‘Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information,’ reviewed the ways in which
brands in many categories’moreover, branding, conceptually’and traditional
constructs like loyalty, positioning and targeting are losing relevance and
effectiveness.
Consumers have unprecedented, immediate access to information and
their preferences are increasingly transient, malleable and subject to the
influence of other consumers, he noted.
What matters is current experience, not prior performance, Simonson emphasized. 

Accordingly, brands as value proxies and loyalty as a purchase driver are
waning.

The implications for market research may be significant.
Simonson argued that to try to predict future behavior by
measuring consumer preferences today will prove increasingly difficult. 

He said he expects loyalty metrics like NPS and lifetime value measures to lose utility and
that market research will focus less on tracking and more on conducting quick
experiments (A/B testing, etc.).

ABOUT THE AUTHOR
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Social Media Market Research of YOU!

I have a question for you: Have you Googled yourself lately?
Do you know exactly what shows up? Not really?
Well you should, because your prospect clients do.
Before you are hired, your prospect clients or prospect partners,
even prospect guest posters will want to check you out. And they should! It
makes sense they want to know who they will be giving money to, doing business
with, or aligning their name with.
Googling your name is social media market research of another
kind. The kind you need to make sure has been done (keywords, websites linked, profiles consistent), is in place (visibility on multiple platforms), and
practices are set (social media marketing)
to keep you showing up as the expert you are in your niche.
I know what a Google search of my name will show. I know this
because I have carefully crafted my personal brand across my website, my social
media platforms, my posts, and through the events I attend and talk about. I
declare my expert status in my niche and I check to make sure this shows up by
Googling my own name regularly and watching how my brand grows.
What are YOUR goals? They should show up in a Google search loud
and clear.
Do you want to write a book? We should see your blog on page one.
Do you want to be hired? A link to your LinkedIn profile should
stand there on page one polished and professional and ready to shine.
Do you have an event coming up? Promote and share and find out
how much social media oomph your event has by noting where it falls in your
Google search.
Are you growing your email list? Make sure a link to sign up is
in every social media bio section.
Brand yourself an expert and firmly plant yourself in your niche
and you will be well rewarded. Here are a few simple steps to take to place you
on that path to success.
Step One: Make sure
your LinkedIn headline uses strong keywords of your business, a call for
clients and clearly states who you are and why you are here. If I had to guess
your LinkedIn profile shows up as number 2 on page one when you Google your
name.  It’s for this very reason you must
focus energy and attention on this platform, you will get a lot of bang for
your buck.
  

Take a look, here I am on
Google: 

Step Two: Are you on
Twitter, Instagram or Facebook? Make sure all of your profiles on each of these
platforms clearly state who you are and what you do. Be consistent! A quote is
nice, but it sure doesn’t get the point across as you are trying to brand
yourself as the expert you know you are.
My Twitter link/profile
shows up third link down on a Google search:
See how my bio here very
nearly matches my LinkedIn Headline above? Clear, consistent, branded.
Step Three: Add a call
to action in each of your social media profiles. I have a bit.ly link leading
to an opt-in page in every single one of my platform bio’s. Use the space
people look first and use it wisely. Capture their attention – you only have a
few seconds to do so- with a well worded call for them to act and tell them
what they get! Do this and you and your business brand will stick in their head
when it’s decision making time.
Step Four: Link to
your blog posts on Google+. Two of my blog posts that I repurposed and posted
on Google+ show up on page one of my Google search.  This gives prospect clients and partners a
chance to really see exactly what I have to say and how I say it. One stop
shop, click that link and go. Play nice with Google, Google plays nice with
you.
Step Five: Choose
events to attend, blogs to guest post on, and podcasts to be interviewed for.
There is no lack of any of these three things if you take the time to do a bit
of searching. On my Google search my bio for a large event I attended shows up
on page one – branding myself once again by the event itself and what I chose
to say in my bio. A podcast I was interviewed for shows up as well. Choose
these expert ‘partners’ carefully, make sure they have social media ‘pull’ and
watch as your social media market research of YOU starts to look better and
better.
Social media market research works in both directions. You know
what you ‘see’ when you research others, and you darn well better know what
they ‘see’ when they research YOU.
You can do this, with the above steps start building your
personal brand of YOU one step at a time. 
Karen Yankovich is a social media brand strategist, business consultant and speaker, and the CEO of Uplevel Media.  Having ‘been there and done that’ in the arena of losing (and then re-finding) a focused approach to business and life, Yankovich now offers coaching and consulting for entrepreneurs and small businesses. Her unique specialty blends her ‘get it done’ attitude with a passion for authentic connection in her personal services and online workshops. Social media and LinkedIn Evangelist, Yankovich guides entrepreneurs to creating wealth by combining smart business practices with simple proven systems that develop and maintain strong customer relationships. She offers results oriented and expert conversational marketing strategies that position her clients to bring in instant results. Yankovich’s background includes over 30 years in the fields of information technology, marketing and customer relationships, making social media her ideal niche.  www.karenyankovich.com

Customer Experience Conversations: Keith Ferrazzi

In this next post in our Customer Experience Conversations series, we sat down with Total Customer Experience Leaders Summit’s keynote speaker Keith Ferrazzi, who is also CEO of Ferrazzi Greenlight and Author of Never Eat Alone. Ferrazzi discussed how customer experienced has evolved in the digital age and the importance of customer experience leadership.
This year, TCEL will explore the new realities of building brands and relationships in today’s socially driven and data abundant world. The event will shine an important lens on the power of insights and the critical need for marketers to focus on factoring emotion into the bigger equation to get a return on customer relationships.
Here is what Ferrazzi had to say:
IIR: Why are empathy and emotion so important in when it comes to customer experience?
Ferrazzi: Technology’s pretty much leveled the field with regard to quality, making customers more likely to develop relationships with the companies they choose to work with. That’s put the customer in the position of looking for a more personal experience. They want to work with people they trust. Empathy, vulnerability, emotion are ways to develop that trust. 
IIR: What are the key traits of a great customer experience leader?
Ferrazzi:  Obviously, accountability is critical. You’re responsible for your customer’s experience, good or bad. But trust, creativity and adaptability are also pretty high. You have to trust your team to constantly look for new ways to improve the customer experience. You need the creativity to see the bigger, longer picture. And you need to be lean enough to change courses when necessary.
IIR: If your customers have a bad customer experience, how do you reconnect with them moving forward?
Ferrazzi: Before anything else, admit your mistake, if it was your mistake, and apologize directly. So many difficult situations can be neutralized with two simple, but sincere, words: “I’m sorry.” Customers are angry after a bad experience because they feel like they were treated poorly. By apologizing, you’ve already changed the dynamic and make resolving the situation more collaborative. From there you can turn a bad customer experience into a loyal customer just by being open to their feelings.
IIR: How has the digital revolution changed the overall customer experience?
Ferrazzi: It’s certainly had an equalizing effect. Neither customer nor company is limited by the old, pre-digital marketplace. Small start-ups can compete against big brands by serving a specific niche and can reach customers all over the world, just by being where their customers are online. And with so much market segmentation targeting your specific customers is more cost effective. You’ll reach fewer eyes but the ones you do reach are more likely to be interested in your product.
IIR: How has social media affected customer experience?
Ferrazzi: It’s made feedback instantaneous. You know immediately whether your customer’s had a good or bad experience. The customer is far more empowered and a dissatisfied customer is always more likely to voice his or her opinion. One bad meal, one rude CSR, and Twitter, Facebook, Reddit knows immediately. You can see that as a problem, or you can use that same medium to show how much you value your customers.
IIR: How do you make the connections between experience, brand and loyalty, which together create customer expectations?
Ferrazzi: Understanding what your brand brings to your customers, not just in the specific goods or services, but in the visceral experience, is critical. Even if you are your brand, is your audience one who is looking for something posh or homey? Luxurious or utilitarian? Intellectually rigorous or practical? Know what emotional need your fulfilling in addition the good or service you’re providing, and you’ll turn a generic transaction into an “experience” which will trigger loyalty. 
Want to hear more from Keith on customer experience in person? Join him at Total Customer Experience Leaders Summit 2014 in Miami in April. To learn more about the event and register, click here:  http://bit.ly/1ces31p

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

PepsiCo Chariman and CEO Indra Nooyi to Keynote FUSE 2014

Iconic & Inclusive.
FUSE 2014 brings YOU face to face with the most iconic leaders in design and brand strategy today. With One Collective Voice, FUSE is a forum for all to share stories, inspiration and best practices. This year, we welcome all to discover the incredible magic of FUSE. 
April 7-9, 2014
Radisson Blu Aqua
Chicago, IL
The most riveting, thought provoking speaker lineup in FUSE history takes the stage this year:
FEATURED KEYNOTE SESSION: Why Design? Why Now?

Mauro Porcini, SVP, Chief Design Officer, PepsiCo, Inc.
Indra Nooyi, Chairman and Chief Executive Officer, PepsiCo, Inc.
In this groundbreaking session, PepsiCo’s first-ever Chief Design Officer will ask his CEO, why design? In a candid conversation, they’ll share stories of success and lessons learned in their journey to make PepsiCo a Design-First organization.
To see the full speaker lineup, click here: http://bit.ly/1bKp5RA
PLUS:
  • Phil Duncan, Global Design Officer, Procter & Gamble
  • John Gerzema, Author, The Athena Doctrine
  • Tinker Hatfield, VP Creative Concepts, Nike
  • Doug Rushkoff, Author, Present Shock
  • Simon Doonan, Creative Ambassador, Barneys New York
  • David S. Moore, Vice President & Chief Brand Officer, Ethan Allen
  • Anthony Sperduti, Co-Owner & Creative Director, Partners & Spade
  • David Carson, Designer
  • Seung Chan (Slim) Lim, Designer & Researcher, Author Realizing Empathy
  • Mirko Ilic, Co-author with Steven Heller, Lettering Large

Mention code FUSE14BL & Save 15% off the standard rate. Register today: http://bit.ly/1bKp5RA
Best,
The FUSE Team
@NextBigDesign