The 2009 Pfeiffer Annual: Leadership Development
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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.

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.

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.