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Embracing the Voice of the Customer: The Transformational Power of Listening By Manila Austin, Director of Research at Communispace

The 2009 Pfeiffer Annual: Leadership Development The 2009 Pfeiffer Annual: Leadership Development
To order visit http://www.pfeiffer.com/WileyCDA/PfeifferTitle/productCd-0470371447.html.



Chapter—Embracing the Voice of the Customer: The Transformational Power of Listening
Manila Austin contributed this chapter which explores changes that have occurred in the last decade that brought such attention and energy to knowing the voice of the customer, and looks at the implications for organizations and their leaders. She also highlights interviews with four Communispace clients (Dr Pepper Snapple Group Inc., Cox Enterprises, Unilever, and IHG), all of whom sponsor private, branded online communities of customers or consumers, and reveal some specific examples of how leaders effectively listen to the voice of the customer and integrate what they hear into the business.

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Drop in, turn on, know more: Customer communities invigorate innovation, drive loyalty, and eliminate noiseBy Beagle Research Group

Denis Pombriant is a principal analyst with Beagle Research Group, LLC, an organization dedicated to researching, analyzing trends and providing insight into the customer relationship management (CRM) market. An industry thought leader, Pombriant’s work appears in CRMBuyer.com, CRM Magazine and other outlets. We asked Denis to talk about his recent White Paper: “Drop in, Turn on and Know more.” where he talks about why the customer relationship is broken and examines ways to achieve greater customer intimacy.

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Hosted CRM's Necessary DivergenceBy Beagle Research Group

Communispace, a Boston based company specializing in private online customer communities, provides an application for companies that need deep and instant market research and a constant stream of customer feedback such as consumer goods companies and many others.

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Research & Innovation

Leaving our comfort zone:
21st Century Market Research

Advances in social media, the empowerment of everyday consumers, and the need for more actionable insights fuel a mandate for market research to do more, faster. These developments create great opportunity for researchers to exercise strategic leadership, to inspire and innovate by bringing the voice of the customer to life, to apply new insights to complex business problems, and to produce creative, timely and actionable recommendations to drive business results.

But the use of social media-driven research also fuels the quality debate that’s been raging for years, creating worries about declining response rates, questionable respondents, sample size, and projectability. Market researchers need to consider and address these legitimate concerns, while also recognizing the ways in which online, social, community-based research can actually strengthen validity and enhance quality.
 
To take that leap, it’s helpful to think in terms of tradeoffs, to understand what researchers are risking—and gaining—by shifting their focus and methods.

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