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CMO Webinar: A New Way of
Listening to Customers
This Internet Evolution Webinar is Copyright © 2013 UBM Tech,
Richard Binhammer All rights reserved
The On-demand webinar link is:
Date: Wednesday, December 12, 2012 http://www.internetevolution.com/webinar.asp?webinar_id=29951
The presentation materials are owned or copyrighted by the individuals, who
Time: 11:00 AM PT/ 2:00 PM ET are solely responsible for their content and their opinions. UBM Tech is a
global media business that provides information, events, training, data
services, and marketing solutions for the technology industry.

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At its simplest: Listening & Business = Customer Understanding
At its more sophisticated: Listening & Business = connected
relationships delivering more value in a predictive new ways
Photo credit: photo credit: B Rosen 2

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“Listening” is not new
Innovating, Business Process Improvement, Customer Information
– Six Sigma creates special action teams of
• Qualitative and Quantitative key employees selected from a cross-section
Customer value and satisfaction of the company. These teams identify
research is the most prevalent type problems by talking to customers and
employees, then quantify the cost of these
of research conducted by companies problems, identify ways to eradicate the
today (1997) problems at their source, and implement
improvements.
• World-class companies have long
measured and managed customer
– Google Maps evolved by letting users add to
value and satisfaction, a leading the original product
indicator of financial performance,
an important diagnostic measure for – IDEO's methodology for developing
continuous improvement, and a tool innovative products is based on “active and
empathic listening” Key components
to manage competitive advantage include: understanding/observing potential
users in action in the real world; visualizing
American Journal of Business, Fall 2001 new solutions; evaluating prototypes by
observing how people interact with them;
and, implementing completed solutions. 3

4.
Listening to Customers
Service/Support have a long history
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5.
Listening is Merely a Starting Point
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6.
Listening to be a better business
Delivering stronger
Customer
Engage +
Relationships and
Act Value
Understand Outcomes such as:
- Resolving issues
Listen - Additional product/services features
- New products
- Stronger brand
- Respond to Crises
- Connected Relationships
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7.
What Changed: The Social Web &
Mobile Devices
• 2010: First time in
history, that technology
at home evolved faster
than for business
• Becoming so pervasive
that business is catching
up to customers
Source: Mary Meeker, 2010 Internet Trends 7

8.
What Changed: Customer Expectations
• 59% among 18-24 year olds
• 71% who experience positive social care likely to recommend brand to
others
• Nearly 1 in 3 social media users prefer to reach out to a brand for
customer service through a social channel rather than by phone 8

9.
What Changed: Your Business
Organization Did Not
Your boss
Boss
Assistant
Colleague Colleague Colleague
1 2 3
Business Organization: Structured, Aligned, Processes, Customer Touch Points, Silos
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10.
What Changed: Social Sharing & online
Conversations.
Unstructured, Non-linear, People not Pages 10

11.
What Changed: Data in your files to 9x
growth of data around the Web in 5
years
Source: Kleiner Perkins 2012 Internet Trends Update, December 2012
Volume of data, Wealth of info, speed at which it is created and
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spreads versus your legacy CRM system

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What Changed: Any & Every Topic…
and its Public
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Customer
Connection,
Rational Loyalty,
+ Business Public
Emotive Value
Others are
informed Implications Scale,
24x7,
and
perceive challenges & opportunities Speed
What’s No
Business
Important Structure
Org + churn
Predictable
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14.
Some Listening Examples
• KLM Surprise and personalized gifts based on social
• Customer Service: Comcastcares, AT&T, Verizon, profile/social check-ins
Dellcares, Southwest Airlines, JetBlue, Delta, AskCiti,
GeicoService, AmericanExpress, Autodesk and more • BMW monitors for mentions of “just test drove” or
“test driving a BMW” so they can follow up
– American Express found consumers who begin a immediately to keep the driver engaged
customer service dialogue through Twitter “are
willing to pay a 21 percent premium at • Reachout.com focuses on teenage mental health and
companies that provide great service.” used listening to perform research to better
understand target audience resulting in a 27% increase
• Events: Superbowl, Dairy Industry & The Future of in the number of young people getting help from
Food Conference, Red Cross and Disaster response, ReachOut.com
Sports teams and events
• Corporate Reputations: McDonalds found • My Starbucks: Beyond just Product Ideas, they seek
conversations happening that were perpetuating customer feedback for Experience Ideas, Corporate
involvement Ideas
incorrect information.
• Locations/Recommendations: hotel and resort • The Wine guy: tracking 1.1 million tweets/day about
industries, restaurants, etc wine to develop data base(see scoble video reference)
• Business FaceBook Page Owners: Listen to engage or
solve issues • Best Buy TwelpForce : Best Buy gives employees the
opportunity to help consumers on Twitter voluntarily
They respond to over 13,000 customers on Twitter
answering 100-125 questions, concerns, and opinions
every day.
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15.
CEOs/Business Leaders See Opportunity:
Outperformers Deliver
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Source: IBM Global CEO Study: “Leading Through Connections”

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Delivering on Social Listening
What: To Understand:
• Your product/service • Share of voice
• Your brand/company
• Your competitors
$50 • Sentiment
• Identify Fans, Detractors
• Your Industry
• Your customer’s
billion • Topics
• Location: Web and real world
lifestyle/business segment • The Reach/sharing
• Your content
That’s about how much marketers are spending on Big Data and advanced analytics
(according to a BMO Capital Markets report) in the hopes of improving marketing’s
impact on the business Source: CMOForum
McKinsey
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Social Listening & Business Action
Putting it together for a more
delightful customer experience &
stronger relationship
Action and Scale to Connect with
Customers
Understanding Data
Photo courtesy of: http://kelseybissell.blogspot.com/2010/12/building-materials.html
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Evolving Business Organizations and
Infrastructures
• Scale Listening to be meaningful:
embedded across business
functions with business
engagement that drives value
• Customer Support to also become
more: Thanks & Delight…(your
dream here)
• Legacy CRM integrated with
Social: Big data, micro data,
integrated 1 version of the
“truth”
Photo Credit: http://www.lib.washington.edu/ougl/spotlight/announcements/renovation-underway 18

19.
Shouldn’t you and
your customers
have access to
each other…
to constantly build
better business
and value for each
other?
Photo Credit: http://dornob.com/ancient-catalonian-church-keeps-ruins-gains-new-soul/?ref=search 19

20.
Resources/Sources
Studies:
• American Journal of Business, Listening to Customers, http://www.bsu.edu/mcobwin/ajb/?p=237
• Insights from the IBM Global CEO Study: “Leading Through Connections” http://www-935.ibm.com/services/us/en/c-
suite/ceostudy2012/#customers
• Mary Meeker, 2012 Year End Internet Trends Update, Kleiner Perkins: http://www.slideshare.net/kleinerperkins/2012-
kpcb-internet-trends-yearend-update
• Neilsen State of the Media Social Media Report: http://www.nielsen.com/us/en/insights/reports-
downloads/2012/state-of-the-media-the-social-media-report-2012.html
• State of social customer service in 2012: http://nmincite.com/download-state-of-social-customer-service-reporIdeo
and the art of listening for innovation: http://www.businesslistening.com/ideo-product-innovation.php
Resources:
• Michael Lazerow & Robert Scoble Talk at LeWeb Paris 2012:
https://www.youtube.com/watch?feature=player_embedded&v=7DHBFZUSfas
• Deconstructing Yourself: Learning to Listen by Michael Taft: http://deconstructingyourself.com/concentration-ii-learning-
to-listen.html
• KLM Surprise: http://www.youtube.com/watch?v=Sh-JRoY7_LU
• Sample Listening Report: http://www.scribd.com/doc/95081339/30-Day-Listening-Template-by-Brian-Solis
• 12 Companies Building Trust using Social Media: http://barnraisersllc.com/2012/06/companies-earn-trust-customer-
service-twitter/
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Tools reference
• Google Search:
https://www.google.com/search?q=social+media+listening+tools&sourceid=ie7&rls=com.microsoft:en-us:IE-
SearchBox&ie=&oe=&rlz=
• No cost Social Listening Tools: http://socialmediatoday.com/clifffigallo/640791/no-cost-social-media-listening-
tools; http://www.rebarbusinessbuilders.com/2012/11/5-diy-online-listening-tools-for-small-business/
• Altimeter Research: Social Software: http://www.web-strategist.com/blog/2012/01/05/buyers-guide-a-strategy-
for-managing-social-media-proliferation-altimeter-report
• Altimeter Research: Social Media Engagement and Command Centers: http://www.web-
strategist.com/blog/2012/08/24/breakdown-of-a-dedicated-social-media-engagement-or-command-center/
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