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That’s a great question as to how does one get consumer insights and how does one action
them. Because it’s important to get insights, it is even more important to action them.
And the world is moving fast. So we’ve got to discover a very robust platform of what
we call the voice of the customer. Traditionally this was based around customer feedback from
our call center conversations. Increasingly we are also an-- there was also the traditional
brand tracking measures where you go out to a panel of consumers. Increasingly there are
at least two very more powerful additional sources of consumer insight. One is the consumers’
views that they’re expressing on line digitally, because consumers are no longer shy about
blogging and telling you what they think. And the quality of that feedback is very powerful
because it representatives real authentic, real time feedback. It also represents engagement.
And if companies know how to act an action on that feedback in real time and respond
to consumers, without overwhelming-- you shouldn’t respond too much either because then you’ll
overwhelm them. The other thing which we’ve found incredibly exciting in our call centers
is that our customer service reps take notes from conversations. So in addition to the
hearing the voice conversations, we now employ technologies where we are data mining the
texting or data mining the notes which our call center representatives keep, so that
we can see emerging consumer partners out of the words that they use. And we’ve employed
behavioral economic economists to help us in terms of looking at some of these voice
of the customer, both traditional channels, new channels and being able to influence our
marketing programs hopefully real time. And if not real time, with very fast cycle times.