Tag Archives: Microsoft

7 Ways Technology is Changing the Way Consumers Behave In-Store

By: Phillip Adcock
The retail landscape is constantly changing and the only way that
stores can keep up is by constantly evolving. But how?
Modern day consumers use technology in a way that is
completely different to consumers earlier in the decade. These changes have
altered the way shoppers navigate stores and shop. So how should shops be
following these changes ‘ or even anticipating them?
 1) Shoppers Are Using
Their Phones to Research and Buy Products In-Store
You might think that a customer browsing in your store is
giving your products their full attention ‘ 
but you may be wrong. Many shoppers are combining trips to the store with trips online,
comparing and contrasting price and quality. While you can’t always compete
with online stores, it’s worth seeing which products are competing with yours.
2) Amazon Dash Has
Given Consumers the Ability to Buy with the Push of a Button. How Are You
Amazon is trying to corner the market in next-day
consumables with its new Dash button. A Dash button
automatically orders a set product for next-day delivery when pressed, with
products ranging from toilet paper to lemonade.
Amazon knows that one of the key things retailers need to do
to compete in the current market is to make shopping as quick and easy as
possible ‘ and make the process so simple, a child could do it (which is
potentially why one of the Dash buttons available orders a round of Play-Doh).
3) Overseas Importers
Offer Prices That Are Nearly Impossible to Beat. So What Other Advantages Can
You Offer?
One of the main types of retailers you’ll find online in
stores such as eBay and Amazon are importers. Importing products from China
allows them to source vast quantities of a product extremely cheaply, allowing
them to sell at a very low price, with many items at 99p. How can you be
expected to compete with those prices?
Answer: you can’t. Rather than cutting your profit margins
to try and match importers, make sure your business outshines theirs in ways
they can’t hope to compete. Instead, provide services that they cannot, such as
fast delivery and great customer service.
4) Modern Shoppers
Want to Speak Directly to You as a Company. Are You Easy to Reach?
One of the ways you can offer the level of customer service
that modern customers expect is to communicate with them directly on the
platforms they use. Consumers now expect to be able to do everything online, so
to provide strong customer service, you need to make yourself available to
them. Facebook and Twitter make it easy to interact with your customers, but
beware: companies can easily fall into traps on social media.
5) Every Store Needs
to Have a Mobile and App Equivalent. How Functional Is Yours?
As customers have evolved to be fully phone-reliant, the
market for mobile apps and mobile sites has increased. These days, having a
website without a mobile equivalent is a foolish move and may lose you sales. A
mobile site should be as functional as your regular site and an app should
function on a similar level.
6) Virtual Reality Is
Growing in Popularity. Are You Ready to Make It Work for You?
IKEA recently launched a new Virtual
Reality feature
, allowing users of the HTC Vive to explore a kitchen
(and throw meatballs into open spaces). Although this particular application is
fairly low-function, virtual reality has revived and is well on its way to
being the big sales tool of 2017 and beyond. Do you have the ability to allow
your customers to use VR to interact with your store in a meaningful way?
Whether it’s navigating a virtual store or trying out new furniture in an
existing space, virtual reality is set to become a staple.
7) Free Delivery: A
New Standard
One thing that stores forget is that yesterday’s exception
becomes today’s norm and tomorrow’s rule. As consumers become more and more
used to convenience, what would have seemed exceptional when online shopping
began ‘ for example, free next-day shipping ‘ becomes expected. Shoppers will
now potentially abandon a sale because of a lack of next-day shipping and will
frequently choose a deal containing free shipping, even if it works out to be
more expensive.
It’s worth remembering that consumers love the word ‘free’.
Whether it’s ‘free shipping’ or ‘buy one get one free’, shoppers will always
gravitate towards those deals.
It’s hard sometimes to keep up with new retail developments.
If you’re concerned about being left behind, remember: what consumers want, and
have always wanted, are high-quality products for prices that are good value.
Although it is beneficial to follow the latest technological trends, providing
value for money is, and always will be, the best way to appeal to your
About the Author: Phillip
Adcock is the founder and Managing Director of the shopper research agency
Shopping Behaviour Xplained Ltd ‘ an organisation using consumer insight to
explain and predict
retail shopper
. SBXL operates
in seventeen countries for hundreds of clients including Mars, Tesco and

Exclusive Interview with Microsoft: New and Emerging Data Sources

At TMRE last year, we
sat down with Reed Cundiff, General Manager of Customer and Market Research at
Microsoft, to discuss the impact of new and emerging data sources.
Here’s a sneak peak of the interview:
Why do we need new or
alternative data sets or data sources these days?

Cundiff: It’s
simply a natural evolution of how our discipline has evolved for decades.
Thinking about what we bring into our stakeholders as we are trying to drive
business impact, and thinking about new data types is just a simple part of the
natural evolution.
As these new data sources are coming online, then the
question is: If we don’t look at how we can incorporate them into the insights
that we bring to our clients and our internal stakeholders, then odds are
somebody else will. So, let’s think about doing that in a more integrated way,
as opposed to having the insights that we bring sit in a silo that then sits
next to another data silo.
What kinds of new and
emerging data sources are capturing your attention?

Cudiff: One that
we’ve been working on for a number of years to try and get our arms around and
make meaning out of has been social data. I don’t think Microsoft is alone in
thinking that the information that exists in social data applies to our
category and a variety of other categories. So that is something that we spent
several years trying to understand in detail. In particular, not just
understand volume metrics, not just what sentiment looks like around a given
theme or category, but really understand how what’s going on in social can
relate to, in fact, ideally predict what happens in the offline world.
The second area is behavioral data. Microsoft has a wealth
of information that comes online, especially as we move into a services world
where we are able to gather data around how people are using our products at a
significant level of depth. Tying that with the perception data that we already
pull together can help us get a much more well-rounded picture of what’s
happening with a customer, a competitor within a marketplace as whole.
To watch the full interview, click here: http://bit.ly/29tceh8
Reed spoke at TMRE: The Market Research Event 2015. TMRE
helps command the boardroom by delivering actionable strategies to leverage
insights as a vehicle for influence. The best in the industry will converge to
talk technology, disruptive trends, professional skill development, hot new
sectors, and the future customer.
Download the brochure
for this year’s agenda: http://bit.ly/29khNzk
Don’t miss out!

Use exclusive Blog discount
code TMRE16BL for $100 off the current rate. Buy tickets: http://bit.ly/29khNzk

Integrating Social and Behavioral Data at Microsoft

An Interview with Reed Cundiff, General Manager of Customer and Market Research

By: Andy Burrows, Digital Content Marketer, Informa 

For Reed Cundiff, General Manager of
Customer and Market Research at Microsoft, the
key to progression in the insights industry all starts with your outlook – ‘having
that growth mind-set to be able to say: there is opportunity space to learn and
grow’. We caught up with Cundiff as part of The Research
Insighter series
of interviews, to discuss the current big ‘opportunity
space’ within integrating data collected from new sources.
When trying to understand the often
overwhelming amount of social and behavioral data being collected, Cundiff has
approached it humbly, realising he and his team would have to learn ‘sometimes
from our failures and sometimes from our successes’. It can start with
something as simple as ‘being comfortable with a variety of different
approaches’ and knowing ‘where the bar is and what success can look like.’
At Microsoft they have spent several years
trying to understand their social data, ‘not
just to understand volume metrics, but how what is going on in social can
relate to and, ideally, predict what is happening in the offline world’. Unpicking
the social sphere is challenging enough, but using that data to then predict
changes in the offline world is the Holy Grail for many working within insights.
For Cundiff the rewards of success are
clearly worth it: ‘One of the things
we’ve been able to do is look at social volume and sentiment within a given
category, targeting specific products, to be able to get a sense of what the
future purchase intent and sales will look like for that product and that
category as whole.’
Alongside social insight, Cundiff is now
able to ‘gather data around how people are using our products at a pretty
significant level of depth’, which has revolutionized how Microsoft measure
customer satisfaction.
He explains: ‘A typical product
satisfaction survey would really skim the surface in understanding the stated
behavior that folks have with a product as complex as Microsoft Office’ If we
are able to combine the behaviors that people opt in to share with us to get a
sense of how they are using the product every day, and link that with a survey
that talks about their thoughts and feelings on that product, then we are able
to get a much more rounded picture of, not just how they feel and what they
think, but how their product interactions reflect that.’
The results have ‘enabled our product
satisfaction research to go much deeper in prescribing what we think we need to
build into the products, where we need to fix our customer experiences and how
we need to engage with customers even more generally.’

Though Cundiff and Microsoft have clearly had
successes, it is typical of his approach to insights to remain focused on the
bigger picture: ‘We have to view it as a journey, not simply as a project that
will get graded A-F at its conclusion.’
the full interview below:
more on the use of data in technology and computing, join 1,500+ research &
insights executives at TMRE in Florida on October 17 ‘ 20. 2016. Find our more:

This Week In Market Research: 6/22/15 – 6/26/15

Social Listening To Connecting With Prospects: 5 Things social listening can do for your firm

The Hat Whisperers: A Boston startup tracks shopper’s habits to help stores make sales

You Need Big Data Now: 5 Professions that can benefit

Facebook Gives 3 Tips For Mobile Marketing: One in three millennials only discover content online

The Future Of Small Business Marketing Will Be Automated: Getting small business out of the stone age

2015 Will Be Transformational Year For Biometrics: Both public and commercial applications

Microsoft Moves Closer to Cross-Platform Domination: Launching office apps for Android phones

Looking Beyond The Known-Knowns: Why only 15% of the Fortune 500 uses big data analytics

Taking Mobile Marketing To The Next Level: From intent to purchase

Analytics App Helps Make Sense Of Marketing Data: Datameer is launching multi-channel analytics app

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

Do New Technologies Mean the Beginning of a Utopian Retail World?

New technological innovations that are increasingly flooding
the market are changing the way we live. Smart devices and the ever growing
ease at which we can shop online are continuously pushing the need for retail
innovation. Here are a few recent innovations that have caught my eye.
1.       Indoor Positioning Systems
Indoor positioning systems are
something that have come about to seemingly counteract shoppers having to waste
time searching aisle after aisle for exactly what they want. The system allows
shoppers to plan routes prior to visiting the store. It also allows for the
store to gather shopping preferences so the shopper can be sent coupons and
promotions based on their route. Personally I believe whilst this system is
good for shopping efficiency, it could detract from sales. Often shoppers see
items that they didn’t plan on buying and make impulse purchases. This comes
from browsing more of the store whilst searching for different things and
specific routes could hinder this.
2.       Augmented Reality
Augmented reality systems allow
consumers to virtually try on items that they are interested in purchasing. It
combines the physical real world content with the digital world to give the
consumer the opportunity to make a more informed decision. There are already
technologies such as a makeup mirror that allows the customer to see what they
would look like with different types and colours of makeup. There are also
systems to show furniture within homes and even 3D body-scanning technology
that gives clothes shoppers an idea of the fit as well as the look. Many of
these systems will be able to offer advice on other similar products and give
the opportunity to tweet and save pictures of how they look.
3.       Interactive Touch Screens
Touchscreens have become a
prominent part of today’s world. iPads especially are becoming commonly used
and more affordable. Retailers are experimenting on using touchscreen technology
in order to digitally enhance showrooms to serve as physical storefronts for
online retail operations. Wall mounted touchscreens free up store space and
provide consumers with a vast array of information such as price comparison,
reviews and images. It allows for purchases to be sent to the counter for
pickup or to be sent to a specific location.
Other new innovations include Virtual Reality systems that
allow to venture into digital shops and browse unlimited store items. Another
is Visual Recognition software that allows consumers to snap photos of items
and it will be recognized. The recognized item will then be matched to product
availability and pricing at nearby stores.
These new innovations mean that retail will become a lot
easier and consumers will be able to make more informed decisions. My interest
going forward in the retail world is whether the technologies mentioned could
be incorporated together. Augmented and virtual reality combined with systems
that allow to send the purchases straight to a home could spell a decline in
the need for physical stores. Shoppers would be able to shop from the comfort
of their sofa at home. However this utopian idea could still be well in the
future, but not entirely unlikely with the advancements that are continuously
being made.

About the Author:
Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the
industry including social media, marketing analysis and media. He is a recent
graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as
a marketing assistant on events such as the World Architecture Festival, World
Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.  

Focus on the Front Lines of the Customer Experience

Photo by Zyance. This file is licensed under the Creative Commons Attribution-Share Alike 2.5 Generic license.
 “The customer’s perception is your reality.” – Kate Zabriskie, Organizational Consultant
In “IBM Study: CIOs Have a New Boss – The Customer,” Tricia Morris, Senior Product Marketing Manager at Parature, from Microsoft cites that “top CIOs are moving from a focus on the back-office to the front-lines as customer engagement and customer experience become key to winning business strategies.”
Where are you focused? Join Michael Lenz, Global Director of Brand Experience, Cisco, as he presents “Beyond Products, Managing Experience for Tomorrow’s Business Now” during the Total CX Leaders Conference June 3-4 in Miami, Fla.
In this session, Michael will share:
  • His insights on how Cisco’s brands are the experience frontline
  • His experience changing a $140 billion company from the inside, including the program that helped his team win the CXPA 2014 Innovation Award 

Total CX Leaders Conference will help you “learn how to listen to your customers, understand their differences and set the foundation to build a road map to create a seamless experience for modern customers.”

Join Michael at Total CX Leaders Conference (TCXL) 2015 in Miami. Register today!

Stay connected with TCXL15:

  • twitter.com/#TCXL15
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com. ‘

Exclusive Interview: How Technology is ‘Perfecting’ Market Research

From the collection of data to the curation of insights,
technology is disrupting market research at
every turn. And, it’s new technologies that are driving this significant
change. Traditional research just isn’t enough anymore. Brand new ways of working
including are requiring that look at research through a different lens. They
are enabling us to gather insights in new and exciting ways, but also
inundating us with myriad sources of data about users that needs to be
Fortunately, this year the producers of The Market
Research Event present InsighTech:
Innovations in Research Methodology & Technology
– an event that covers
innovative new ways to deploy mainstream methodologies and presents emerging
technology likely to disrupt the industry even further. We recently sat down
with our InsighTech keynote speaker Keith Ferrazzi, CEO, Ferrazzi Greenlight to
discuss how technology is disrupting market research.

Here’s what Keith had to say:
IIR: How is
technology disrupting and transforming market research?
Ferrazzi: Technology
isn’t disrupting market research, it is perfecting it! What once was
survey-based and qualified by outcomes can now be measured in real time. With
the advent of digital platforms, we are learning how people behave in
an unprecedented manner. This means we now can figure out what images or
content actually is working because of click-through and time spent on site, as
well as which function of a company’s intranet is providing the most value-based
on engagement rates. With this data we can easily tweak one variable at a time
and see what the results are. 
We are only just beginning to see
the possibility of technology and understanding how people interact
with the market, but with the inclusion of big data and digital behavior
mining, be prepared to see not only marketing but products more finely tuned to
our needs and desires.
IIR: How is
Ferrazzi Greenlight specifically disrupting market research?
Ferrazzi: One
thing we do is we use technology to identify top performers in companies so
that we can extract valuable information from them as a way to accrue
and curate best practices to train to the larger employee base. We’re
crowd-sourcing training to allow each organization we work with devise their
own best practices and train to them instead of walking in saying, “Here’s
what’s going to work for
you.” We may use technology to identity them,
but old-fashioned interviews are still the best way
to get at how your employees behaviors influence their day-to-day
activities. Sometimes you need both old school and new school techniques to be
IIR: How do you
sort through the current technology trends to uncover what will eventually
change how you do business?
Ferrazzi: I’m
lucky in that I have an in-house team developing technologies to help
in the corporate space, so I rely on them and their expertise to keep me
informed on new products and opportunities. I will never be able
to know everything about every line of corporate acceleration/market
research, but if I empower the right people and make it a priority that they
come to me with anything they uncover in their daily lives, I can be exposed to
enough to determine good trends and where I should research further for
IIR: In the
digital age, what is the new consumer angle at Ferrazzi Greenlight?
Ferrazzi: Same as
it’s always been, improved experience. What this means now, though, is
that we have an ability to hear the consumer through the entire buying cycle.
From social media chatter and sentiment analysis to analytics on their website
experience, we are able to see how the consumer interacts with a given
IIR: How do you
harness the power of social, attitudinal, and behavioral data for deeper
consumer insights?
Ferrazzi: This
data is gold to any new CEO, sales lead, etc. At the end of the day, you need
this data to take your product from being guess work to targeted services
tailored to the needs of your consumers. But data will only take you so
far. This will always be iterative and a learning process. Just because
you see a demand for something doesn’t mean you will immediately discover the
execution that is desired. You need to find and trust your creativity to
express the solution to the data.
IIR: How is
gamification affecting market research?
Ferrazzi: Gamification
is a hot topic right now. The goal of gamification is to increase engagement
with a given product, app, or service. What that really is are incentives.
There are some very fascinating discoveries being made about the
value and implementation of incentives. You need to choose a rewards
model that works best for your given situation and it needs to be
unique. So if gamification, leaderboards, badges, etc. work to help your sales
team succeed, excellent! But perhaps the reward needs to be more emotional
in nature, the more they sell, the more gets donated to the charity of their
choice. Both of these “games” could help drive your business
outcomes, but it’s up to you to determine which works best.
IIR: How is
wearable technology affecting market research?
Ferrazzi: Wearable
technology is going to be a huge new market research opportunity, but I have
found that the vast majority of the data that these toys (Nike fuelbands,
 Jawbone Up, the FitBit) are only gathering very basic information limited
to the accelerometers weakness of only tracking certain kinds of activity.
You only get a small amount of data. In time though, that
data married to other data from other smart devices in your life will allow
market research to become unimaginably personalized. Just as a Nest home system
learns your patterns and behaviors to know when to
turn up or down the heat or turn on or off lights to suite your
needs, so too will marketers learn patterns in their audience and better
understand what drives or motivates it.
IIR: Where do you
see market research technology going in five years?
Ferrazzi: Five
years is a huge window to discuss. What I think is the biggest debate that will
shape the next five years is the nature of what data we deem should be
available to marketers from our interactions with technology. Some argue that
all of this should be protected and private. Other argue that if you
are using their platform, say a free Instagram account, you trade your personal
data for use of a fun photo sharing experience with friends. Depending upon
how public sentiment swings, what we learn from people and technology is
entirely too big and varied to conceive.
IIR: What is the
best innovation in market research that you have seen?
Ferrazzi: It
isn’t a single program, or application, but rather a creative mind that can
look at the data coming from a variety of sources and find the through line.
Data by itself is wonderful, but the amount of data we are beginning to receive
is overwhelming. It takes a clever human (not technology) to
sort through the sea of data to discover the truth behind it. We are not
beyond the point where human ingenuity and understanding should be
undervalued. Artificial intelligence will always need human intelligence
to guide it. So if you want the best market research, find yourself a
curious mind and give that person the tools to go explore. 
IIR: How does the
Internet of Things drive more meaningful consumer connections?
Ferrazzi: It’s
still a relatively new concept, but with all the “smart” options of everything
from TVs to refrigerators to even vacuum cleaners being introduced on a regular
basis, we’re no longer being dictated to by manufacturers. There’s a more fluid
relationship between consumer and producer.  This level of interaction
creates an almost dialogue and helps fine tune products to a changing base.
Want to hear more
from Ferrazzi? Don’t miss his keynote
entitled, ‘Research Drives the Intersection of Human
Relationships and Software in Groundbreaking New Platforms’ taking place on
Tuesday, May 5th at 9:30 am in San Francisco, CA.

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 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business
, 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.

Is the Internet of Things the Future of Customer Experience?

Retailers are constantly looking for ways to improve their customer experience and the increasing move from the physical world to the online world means the Internet of Things (IoT) is becoming the future of customer experience. The IoT is a network of objects, products and services that are digitally interconnected and can communicate with each other without human interaction. Without sounding too utopian, it means that maybe in the near future your watch could soon communicate with your television which in turn could control how much water your vegetable garden gets. In essence it makes our lives a lot easier.
These advances in smart technology mean that everything we do can become more programmable and personalized, which is a huge benefit for retailers and customers alike. The IoT means that real time analytics will be able to give customers a better and often more efficient retail experience. For example, Internet technology such as Bluetooth beacons will be able to connect with smartphones as customers enter a store and check their movements. When compared to the customer’s purchases, it can help to create an idea of what the optimum layout for the store should be, which in turn will aid the retailer’s future revenue. In terms of customer aid, in one French clothing store Kl??pierre, there is an ‘inspiration corridor’ that means the customers can receive information and images of recommended clothes using a Microsoft Kinect body scanner. The clothes will come up on screen and they can pick and choose what they like and the whereabouts of the clothes are linked with their smartphones so they can easily be found. These in time analytics help to create an easier and more unique experience for the shopper and retailer.
Zebra Technologies have found that almost 96 percent of retail decision makers are prepared to implement the changes in order to utilize IoT technologies. It was found that 67 percent have already implemented IoTand 26 percent planning to use it within the year. More than half of the firms surveyed expect IoT to give them greater information about the condition and whereabouts of items which will lead to a better customer experience and new revenue streams. Already technology such as RFID has given benefits to retailers such as 99 percent inventory accuracy and a 2-7 percent sales increase. Research firm Gartner believes that by 2020 we will have 26 billion smart and connected products in use (around 3.3 devices per person, not including smartphones and tablets).  
However, there are drawbacks – Zebra Technologies found that 56 percent of the companies said integration challenges were a big problem to adopting the IoT and 47 percent were concerned about security and privacy. There may be a lot of people who would not like to have their likes and locations constantly tracked and analyzed.
The Internet of Things does seem to be the future for retail. This divergence of the physical and digital world means retailers will be increasingly providing a service as well as just a product. By providing a better service and improving the consumer’s experience will ultimately result in higher revenue and keep customers coming back.

About the Author: Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the industry including social media, marketing analysis and media. He is a recent graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as a marketing assistant on events such as the World Architecture Festival, World Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.

Move Brands Faster and Longer in the Social Media Era

Photo by paul bica

With new social media networks and platforms emerging almost every day, organizations must efficiently engage customers while delivering a cohesive experience that drives customer loyalty. During the Total Customer Experience Leaders Summit earlier this month, Nestor Portillo, Director, Social Communities and Customer Experience at Microsoft, shared why customer experience is key to make the content viral and engaging.

Customers in the social media era are in control and are setting companies’ agendas. They:

  • Trust in advice made by online acquaintances and strangers
  • Read and create product reviews, product rankings and blog posts
  • Want to provide feedback about the product, brand and the service
  • Seek support to connect with like-minded peers

To move brands faster and longer in the social media era, Nestor contends that organizations must provide a consistent experience across all social media platforms. It needs to be successful, effortless and quick.

Most importantly, organizations must have a game plan that supports the customer journey by:

  • Considering the different ways people learn
  • Pivoting on experience and products
  • Delivering an emotional hook

This game plan must also include a community that:

  • Is healthy and is not intimidating
  • Provides a framework for user-generated content and word-of-mouth triggers
  • Adds authenticity to help establish brand trust

Following this model will lead your customers to purchase more, use more, consume more and tell and share more.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

Build Customer Relationships that Matter through Social Media

Photo by paul bica
As a follow-up to my post last Friday, ‘What Your Customers Say When You Don’t ‘ or Won’t ‘ Listen,’ I encourage organizations that want to learn how to effectively engage with their customers on Twitter to read ‘How to Network with Influential People Using Twitter’ by Jason Kosarek.

This article offers guidance on fostering relationships to increase your customer reach and to build a strong and engaged customer community: 

  • Find the Influencers in Your Current Network
  • Know Your Competitors’ Connections
  • Search for Influencers in Your Niche
  • Follow and Interact with People on Twitter
  • Set Up Alerts to Track Where Your Influencers are Mentioned or Post Online
  • Add Value Outside of Twitter

If you’ve been thinking about joining the conversation on Twitter and listening to what your customers are saying about you, now’s the time. To take it a step further, don’t miss these Total Customer Experience Leaders Summit sessions about building customer relationships that matter through social media:

  • The Future of Social Business, Richard Margetic, Director, Global Social Media, Dell
  • Move Brands Faster and Longer in the Social Media Era, Nestor Portillo, Director, Social Communities and Customer Experience, Microsoft
Join Richard and Nestor at Total Customer Experience Leaders Summit 2014 in Miami in April. To learn more about the event and register, go to www.iirusa.com/totalcustomer

Stay connected with TCEL:

  • twitter.com/TotalCustomer #TCEL14
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/TotalCustomer

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, TwitterGoogle+, and on her website at www.starrybluebrilliance.com.