Three Ways Marketers Can Master Strategic Word-of-MouthSteve Bernstein
Positive word-of-mouth (WOM) has long been documented as a powerful growth tool. The good news: unlike our B2C brethren, we B2B marketers can strategically manage WOM. Here are three ways ...
Determining Consumer Sentiment: Trends and Common MistakesAyaz Nanji
Most marketers (89%) say they still rely heavily on manual analysis to determine consumer sentiment and do not yet feel comfortable leaving the task completely to software, according to recent ...
The Omni-Channel Retail Experience, or How Kay and Jared Jewelers Upped Sales 49%Neal Berg
As consumers become increasingly more connected, so too will multiple shopping channels. The industry has dubbed this shift the "omni-channel" experience. Here's how, by embracing this approach, two brands significantly ...
How to Conduct Focus Groups: Seagate's ExampleJonathan Long
Seagate, a leading provider of hard drives and storage solutions, realized that they knew very little about a very big target market: college students. So it conducted focus groups to ...
, Brand Awareness
, Consumer Electronics
, Customer Behavior
, Customer Insight
, Market Research
, Product Marketing
, Voice of the Customer
Voice of the Customer: Trick or Treat for Your Product Launch?Tim Riesterer
Have you heard of the phenomenon of “declared preference” versus “revealed preference?” If you haven’t, you may be in for a scary surprise this Halloween season if you are using ...
Brands Failing to Tap Potential of Social Media
Despite the widespread use of social networks among US companies, only 11% have fully integrated social media into existing business programs, according to a study by InSites Consulting. Moreover, only ...
Boomers Lead the Pack in Creating Positive UGC
Every generation contributes to the global conversation around brands, products, and services; however, Baby Boomers (those now age 47 to 65) are overrepresented in their share of online feedback, according ...
One-Third of Americans Recommend Brands They Like, Follow
Nearly two in five online adults worldwide (38%) say they have recommended a brand they "like" or follow on a social networking site; however, that level varies dramatically across geographic ...
How to Evolve Your B2B Customer Experience Using ImagesChad McCloud
Do you know why your customers behave as they do? People tend to have difficulty explaining exactly why they like a product, but using images can help you get to ...
Grow the Bottom Line With Voice of the Customer ResearchLaura Patterson
When executed well, a VoC program can provide insight about customers and what is important to them. Besides the obvious reasons why that's important to know, there are business benefits ...
Three Tips for Maintaining a Solid Voice-of-the-Customer Program
In a recent issue, we discussed the importance of setting up a responsive social listening strategy, including addressing the voice of the customer (VoC). Here's a closer look at what ...
Why Customer Satisfaction Doesn't Mean Customer Retention—and What You Can Do About ItSean Geehan
Most organizations try to predict retention rates based on customer-satisfaction scores. The reality is that in B2B, user satisfaction does not equal customer retention. Remember, most customers who leave a ...
Three Essential Market-Research Methods in an Online CommunityJohn Kembel
How much do you know about your customers right now, at this moment?
A lot of companies can show you composite profiles that describe their target customers, including job titles, needs, ...
What Am I, Chopped Liver?
It looks like companies may talk the talk of customer service, but not that many walk the walk. That's the finding of a recent study by the CMO Council. As ...
Leverage the Voice of the ConsumerEvan Gerber
There are a number of ways to measure the success of a Word-of-Mouth marketing campaign on the Web. Start by looking in the right place: where the target audience congregates ...
A Three-Step Product Commercialization Insurance Policy: How a GM Can Overcome the OddsMichael Barr
Bringing a new product to market is one of the most costly and risky activities that any GM faces.
Voice-of-the-customer research and stage gate reviews have improved the odds of achieving ...
How to Hear the Voice of Your Customers: Hone First-Person Intelligence From All Forms of FeedbackDavid Bean
Today's technology offers ample opportunities to start conversations with and among customers, fans, foes, competitors, and the press—any person or group who cares to listen and, perhaps, act on the ...
Five Keys to Using Innovation to Acquire and Retain Customers (Part 3 of 3)Leland Shaeffer
In Part One and Part Two of this series, the author discussed using "voice of the customer" (VOC) in defining innovative core products and services. The focus was on breakthroughs ...
New Interest in, and New Tools for Measuring, Customer SatisfactionTony Lopresti
There's new interest in solving an age-old corporate problem of how to measure customer satisfaction. Lukcily, there are new tools for doing so, too.
Five Keys to Engaging the Customer to Produce Real Innovation (Part 1 of 3)Leland Shaeffer
How can marketing professionals engage the customer to produce ideas for radical innovation?
Marketing's leadership should materialize in five ways.