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From control to collaborating
with customers
11 + 1 tips for success!
Andrew Cannon
CBI Cannon Business Insight
26.02.2014...
Control

Collaboration

Today, customers are more likely to trust the opinions of other customers over direct
communicatio...
Tip 1.

Know where you are going

• Whilst experimentation is fine,
in order to be truly successful
you need to have a cle...
Tip 2.

Break the journey down into
manageable chunks

• There is a risk of trying to create the
"mother of all customer
c...
Tip 3.

Set "SMART" objectives for
each project

• For each project set
specific goals that you can
measure.
• Describe th...
Tip 4.

Get purpose-build tools

• There are many ways to
collaborate with customers...
social media, on-line
communities,...
Tip 5.

Be careful who you choose
to collaborate with

• Sometimes you can get away with
collaborating with your fans, oth...
Tip 6.
•

•

•

Dig for gold

The chances are you will end up with a
mountain of data... text, images, audio,
video.... mo...
Tip 7.
•
•
•

Bring customers to life

Get creative talent involved in getting
the most out of the data and your
insights....
Tip 8.

Respect & transparency

• Respect the privacy of the collaborators and
be especially careful with sensitive data.
...
Tip 9.
•

•

•

Give something back

By collaborating with you, customers are giving
you something which is very precious;...
Tip 10.

Get face-to-face

• Whilst on-line communities and
other virtual collaboration projects
are great, nothing beats ...
Tip 11. Don't skimp on the
resources
•

•

•

If you've gone to all the trouble of creating a decent
customer collaboratio...
+1.
•

•

•

•

Have some fun!

Be sure to make in fun for the customers
participating. It might be life and death for
you...
About CBI Cannon Business Insight
• Set up to help clients use market
and customer understanding to
make better business d...
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From control to collaboration with customers - 11+1 tips for success

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Use these tips to avoid the pitfalls when setting up your own customer communities or customer collaboration programmes. Learn how to be more successful in involving your customers in co-creating value, in sharing with you their needs and expectations. Learn how to earn the trust of your customers and increase their loyalty. Good luck!

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From control to collaboration with customers - 11+1 tips for success

  1. 1. From control to collaborating with customers 11 + 1 tips for success! Andrew Cannon CBI Cannon Business Insight 26.02.2014 Images courtesy of Lusi, Sundstrom and Macha (rgbstock.com), as well Microsoft and Fotolia c b i Cannon Business Insight © From control to collaboration with customers : 11+1 tips for success
  2. 2. Control Collaboration Today, customers are more likely to trust the opinions of other customers over direct communications from advertisers, and have a mass of information at their fingertips. More and more companies are realizing that they need to have a much deeper understanding of customer needs and expectations, and need to deliver real value. Setting up a customer collaboration programmme is a great way to get this understanding and to involve customers in value creation. Through such programmes companies can earn a higher level of trust and stronger degree of loyalty from their customers. I hope these tips help you avoid some of the possible pitfalls and make your own programme a great success. Good luck! c b i Cannon Business Insight © From control to collaboration with customers : 11+1 tips for success
  3. 3. Tip 1. Know where you are going • Whilst experimentation is fine, in order to be truly successful you need to have a clear customer collaboration strategy, detailing what you aim to accomplish and how. • The plan should be integrated into your wider market/ customer understanding strategic plan and clearly integrated with the key decision-making processes in your company. c b i Cannon Business Insight © From control to collaboration with customers : 11+1 tips for success
  4. 4. Tip 2. Break the journey down into manageable chunks • There is a risk of trying to create the "mother of all customer communities" in an attempt to meet all the business needs in one leap with one tool, and ending up with a just jumble of chaos. • Avoid this by breaking the plan up into several manageable clearly defined projects. c b i Cannon Business Insight © From control to collaboration with customers : 11+1 tips for success
  5. 5. Tip 3. Set "SMART" objectives for each project • For each project set specific goals that you can measure. • Describe the precise impact on the business you aim to achieve and estimate the return on investment you expect from each project. c b i Cannon Business Insight © From control to collaboration with customers : 11+1 tips for success
  6. 6. Tip 4. Get purpose-build tools • There are many ways to collaborate with customers... social media, on-line communities, customer safaris, netnography, focus groups etc… • Select the best tool for each project based on the specific objectives. c b i Cannon Business Insight © From control to collaboration with customers : 11+1 tips for success
  7. 7. Tip 5. Be careful who you choose to collaborate with • Sometimes you can get away with collaborating with your fans, other times you might need a more representative selection of your customers. You might even need to collaborate with lapsing or lapsed customers, not to mention specific segments of customers. • Always make sure your choice of collaborators is aligned with your objectives for each project, and keep it mind when drawing conclusions from the findings. c b i Cannon Business Insight © From control to collaboration with customers : 11+1 tips for success
  8. 8. Tip 6. • • • Dig for gold The chances are you will end up with a mountain of data... text, images, audio, video.... more than you can possibly use, and certainly containing a ton of noise. Use sophisticated analysis tools to ease the task, and keep the focus on your original objectives. But also keep an eye out for unexpected nuggets of gold within the data. Don't be fooled by fool's gold, however. Test and quantify your hypotheses before making any important decisions based upon customer collaboration data. c b i Cannon Business Insight © From control to collaboration with customers : 11+1 tips for success
  9. 9. Tip 7. • • • Bring customers to life Get creative talent involved in getting the most out of the data and your insights. Even the best insights can be destroyed by dull and dry presentation. For example, create compelling storyboards and short films from the data in order to really bring your insights to life and drive your message home… from the boardroom to the frontline sales / customer service teams. c b i Cannon Business Insight © From control to collaboration with customers : 11+1 tips for success
  10. 10. Tip 8. Respect & transparency • Respect the privacy of the collaborators and be especially careful with sensitive data. • Be crystal clear upfront on what you would like from the collaborators and how you will use the information and materials they provide. • Let them opt out at any time and give them the right to be forgotten should they so desire. • Be especially careful to distinguish between market research and marketing when collaborating with customers. c b i Cannon Business Insight © From control to collaboration with customers : 11+1 tips for success
  11. 11. Tip 9. • • • Give something back By collaborating with you, customers are giving you something which is very precious; their time. Don't take it for granted and make sure you show your appreciation. This could be in the form of a financial incentive, but customers might value other things even more highly; exclusive information, a sense of belonging, advanced access to new products etc... Find out what drives your customers to give you their time and reward them for it. Ultimately, customers must see change as a result of their collaboration, whether it be in the form of new products, better customer service, more relevant communications etc... That is the best reward of all. c b i Cannon Business Insight © From control to collaboration with customers : 11+1 tips for success
  12. 12. Tip 10. Get face-to-face • Whilst on-line communities and other virtual collaboration projects are great, nothing beats getting close up to real-life customers, whether it is going shopping with them, talking to them in their own homes or attending focus groups for example. • Make it one of your resolutions for 2014 to experience your customers first-hand. c b i Cannon Business Insight © From control to collaboration with customers : 11+1 tips for success
  13. 13. Tip 11. Don't skimp on the resources • • • If you've gone to all the trouble of creating a decent customer collaboration programme, don't try and cut corners in the execution just to save a few thousand Euros. Instead go back and work on your ROI for each project. It might better to skip a couple of the projects and concentrate on those with the best returns. It is easy to under-estimate the time and effort needed to moderate, do the analysis and create high quality output in these types of projects. Sometimes it makes sense to do it all yourself, others to delegate all or part of the project to a professional. Horses for courses. If using an external partner make sure you test them out first on a pilot project and then, if satisfied, commit to a long-term partnership. There is a steep learning curve on collaboration programmes and you don't want to spend all your time bringing people up to speed. c b i Cannon Business Insight © From control to collaboration with customers : 11+1 tips for success
  14. 14. +1. • • • • Have some fun! Be sure to make in fun for the customers participating. It might be life and death for you (although I guess not), but it certainly shouldn't be so for them. Build in some fun tasks to each project and use gamification techniques. I guarantee they will make stronger contributions if they are enjoying the experience. I'll bet they'll even talk positively about your company afterwards, and you know just how much positive word-of-mouth is worth  And finally, have fun yourself when collaborating with customers. Relax, open your mind and enjoy all their seemingly crazy ideas! There might not be so crazy after all. c b i Cannon Business Insight © From control to collaboration with customers : 11+1 tips for success
  15. 15. About CBI Cannon Business Insight • Set up to help clients use market and customer understanding to make better business decisions through: – Tools and solutions – Consulting and training • Run by Andrew Cannon – 25 years experience with market research and customer insight on both the supplier and client side c b i Cannon Business Insight © From control to collaboration with customers : 11+1 tips for success

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