Listening the voice of the customers

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Listening the voice of the customers

  1. 1. Listening tothe Voiceof theCustomerFabio LazzariniMarketing Manager – CRIBIS D&B
  2. 2. About Us• Expert System is the leading provider of semantic software that discovers, classifies and interprets text information.  The Cogito semantic suite enables: • Extraction, discovery and understanding of the connections in your strategic information sets – the thousands of files, e-mails, articles, reports, web pages you have access to every day. • Automatically understand the meaning of any text written in the language we use to communicate (natural language). Cogito improves business decisions in real time for the majority of corporate functions.• CRIBIS D&B is a highly specialized company with advanced business information skills.  It was set up with the aim of providing both the Italian market and D&Bs global clients with the highest standards of quality in terms of business coverage, depth and accuracy of information, technological capacity and flexibility to respond quickly to market demands, as well as in the provision of decisional systems and scoring models.
  3. 3. Our Journey August 2011 • 450 users • 2,700 keywords monitored September 2010 • Project kick-off
  4. 4. 2010 Scenario“Fire Your Marketing Manager and Hire a Community Manager”Source: Harvard Business Review, October 2010
  5. 5. 2010 Scenario“Fire Your Marketing Manager and Hire a Community Manager” How is your marketing budget allocated?
  6. 6. 2010 Scenario“Fire Your Marketing Manager and Hire a Community Manager”Which delivers the best ROI:Online activities, Branding or Online Advertising?
  7. 7. 2010 Scenario“Fire Your Marketing Manager and Hire a Community Manager”How much will your marketing expenditures vary compared tolast year?
  8. 8. 2010 Scenario“Fire Your Marketing Manager and Hire a Community Manager” How important are digital and social media?
  9. 9. 2010 Scenario“Fire Your Marketing Manager and Hire a Community Manager”
  10. 10. B2B Marketing is Different? Long term A buying relationships process based on value The audience is knowledgeable Intense use and engaged of information
  11. 11. Web and Social Media Drive Business• Direct mail’s share of the B2B marketing budget has almost halved in two years. The channels that have benefitted from this shortfall are social media and trade shows.• The rise in spend on digital marketing channels and decline in spend on traditional marketing channels has tapered off over the past six months.Source: Ther B2B Barometer – Report 4, March 2011
  12. 12. Web and Social Media Drive Business• 93% of B2B buyers use search to begin the buying process. • 80% of IT decision makers say word of mouth is their most important source when making buying decisions.Source: Social Media for Business Marketers, Marketo
  13. 13. Listening to the Voice of the Market Web Sites Communities Social Media Forums Blogs
  14. 14. "Your brand is what people say aboutyou when youre not in the room”• The information about our companies, about what our Conversation customers want, about what our customers say about us, lies First, Listen! outside our firewalls.• What customers are saying about you on blogs, discussion forums, Twitter and Facebook and analyst Then, Talk reviews is what provides a complete picture.
  15. 15. Listening to the Voice of the Market• The web opens up a world of possibilities of being informed, about a product or a service, to our customers.• In reality, all buyers (both in B2C and in B2B) tend to rely only on a few “voices” they know and trust.• These small squares are replacing our sales representatives, consultants, shopkeepers, travel agents, etc.
  16. 16. Customers Self-Select their Squares Having a presence in the squares where our customers talkOur Challenge Trying to drive the customers to our web site
  17. 17. How to Play in a New Context Pull Listen Talk Act Marketing
  18. 18. It’s not possible to listen the voice of themarket without semantic technology… Semantic technology has the ability to integrate structured and unstructured data and make better use of all the information corporations have available to them.
  19. 19. It’s not possible to listen the voice of themarket without semantic technology…Semantic technology hasthe ability to integratestructured andunstructured data andmake better use of all theinformation corporations … but listening is onlyhave available to them. the enabler of the decisional process.
  20. 20. … but listening is only the enabler of thedecisional process We want to create actionable information, not only searchable information.Listen Analyse Decide Monitor
  21. 21. Listening to the Voice of the Market What does it mean? • We don’t need only to search and filter the web to find the information we need…• …we need to see the shape of the information and monitor how it moves in time.

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