Creating Devoted Customers With Online Research

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There is a lot of chatter out there about the voice of the customer, even though the concept is not necessarily new. Brands have always been interested in what their customers have to say, and with …

There is a lot of chatter out there about the voice of the customer, even though the concept is not necessarily new. Brands have always been interested in what their customers have to say, and with the current economic state, they want to pay less for that feedback. This presentation discussed the opportunities and challenges of engaging your customers online.

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  • People are not talking to each other on email as much as they used to so where are they talking to each other now?100s of MILLIONS of people are on these social sites. Social media is fundamentally a shift in the culture and the expectations of how people consume and, more importantly, participate in media. In a world where communications must contend with an audience that expects an opportunity to engage, expects that an organization will listen and converse, and expect people’s voices to be amplified as loud or louder than those of media outlets, how we communicate is fundamentally different from the broadcast-driven, one-way silos we grew to accept over the latter part of the 20th century. Social media forces organizations to reconsider not just where, when, and how they communicate, but why. We tend to get caught up in discussions about platforms and tactics. We argue over questions like “should I be on Twitter?” or “does my CEO need to be writing a blog?” or “how should we be using Facebook?” But we need to ask “why” first. This will drive us to question who we are as an organization and what our purpose is. Corporations that exist to maximize shareholder value no longer have a sufficient framework for driving organizational strategy and it is definitely not an effective communications strategy. If we believe that social behaviours in media have altered the expectations of the people with whom we want and need to communicate, are we willing to participate with them, and do we genuinely believe in the value and power of that engagement? Social media can help any organization create more meaningful relationships with the communities around them – employees, customers and partners. Fundamentally it isn’t about size of audience or opportunity, it’s really about what social media does to a company and what the organization is capable of that defines the different challenges. Engagement is always about a willingness to listen, telling compelling and authentic stories, and a genuine desire to participate. In the end the essential understanding is that participating in social spaces is about being more engaged, not appearing more engaged. ~Michael Slaby
  • Understanding your customer starts with first understanding how your customer is communicating about their favorite brands – good experiences and bad.
  • Want to focus on Customer Communities which can be grassroots or Organizationally owned and directed.
  • This new customer is moving away from email, so if you have a panel/community think about how your communicating with them. - Customers want to be respected- They want to be engaged- Want relevant two-way discussion- Want to see what others have to say- Want to be part of the innovation cycle Want to see what actions you've taken with their input
  • Challenges of engaging Customers onlineLots of competition for their attention and time.Unique and interesting activities or areas of discussion Smaller frequent exercises vs. larger infrequent activities.Getting a critical mass that will take on a life of its own.

Transcript

  • 1. Creating Devoted Customers with Online Research
  • 2. About
    Logistics
    Creating Devoted Customers
    Your phone is muted, but the lines will open after the presentation for a Q&A
    We encourage you to ask question via the chat module
    A recording of this presentation will be made available at www.moderatorcommunity.com
  • 3. About
    Presenters
    Creating Devoted Customers
    Derek Sawchuk
    @SawchukMR
    Marketing Manager, Itracks
    Doug Bates
    @douglasbates
    VP, Research; Itracks
  • 4. About
    Agenda
    Creating Devoted Customers
    • Setting the Stage: Why is online research a growing methodology?
    • 5. A New Customer
    • 6. New Medium for Interaction & Sharing
    • 7. Evolution from “Ask then Listen” to “Listen then Ask”
    • 8. Social Media Monitoring
    • 9. Unique Tools – Opportunities to Engage
    • 10. Insight Communities – Hybrid Research
  • About
    Setting the Stage
    Creating Devoted Customers
    A New Customer
    Crave Information
    Communicate Online
    Online Throughout the Day
    Full of Opinions
  • 11. About
    Setting the Stage
    Creating Devoted Customers
  • 12. About
    Setting the Stage
    Creating Devoted Customers
    Research: Online vs. Face-to-Face
    Online
    - plenty of research potential
    - future of the research community
    - best way to listen to your customer
    - has begun to dominate market research
    Face-To-Face
    - standards of quality established
    - battle proven
    - familiar/comfortable
  • 13. About
    New Mediums to Interact & Share
    Creating Devoted Customers
  • 14. About
    Creating Devoted Customers
    Social Media Monitoring - the Art of Listening
  • 15. About
    Online Qualitative – Bulletin Boards
    Creating Devoted Customers
  • 16. About
    Online Qualitative – Bulletin Boards
    Creating Devoted Customers
  • 17. About
    Online Qualitative – Video Focus Groups
    Creating Devoted Customers
  • 18. Corporate Overview
    Custom Surveys & Unique Sorting, Ranking/Rating and Projective Exercises
  • 19. About
    Video Slider Tool for Time Stamped Sentiment Analysis
    Creating Devoted Customers
  • 20. About
    Markup Tools
    Creating Devoted Customers
  • 21. About
    Visual and Engaging Results and Reports
    Creating Devoted Customers
    Heatmaps
    - Visualize respondent behavior in response to stimuli
    - Understand likes/dislikes in direct context of your concepts
    Video Timeline Analysis
    Time-span data visualization (e.g. display comments from 18-35 year old females for first 10 seconds of video
    Word Analysis
    • Visualize word frequencies using text clouds
    • 22. Search one or multi-word combinations
    • 23. Segment by demographics
  • About
    Online Communities Types
    Creating Devoted Customers
  • 24. About
    Insight Communities
    Creating Devoted Customers
  • 25. About
    Overcoming Community Engagement Challenges
    Creating Devoted Customers
    Clear value proposition
    Fulfill member social needs
    Exclusive offers, information and content
    Providing feedback on results
    Proactive community management
    Unique Sorting and Ranking and Rating Exercises
  • 26. About
    Overcoming Community Engagement Challenges
    Creating Devoted Customers
    Opportunities to help others
    Valuable content defined by members
    Incentivize extrinsically when necessary
    Personalize the experience
    Create a routine
    Unique Sorting and Ranking and Rating Exercises
  • 27. About
    Discussion and Q&A
    Creating Devoted Customers
    Thank You for Attending!!
    Discussion and Q&A
    Contact Us At:
    dbates@itracks.com
    1-888-525-5026