Ihde, Don - Listening & Voice - Phenomenologies of Sound (2nd Ed, 2007)
Listening the voice of the customers
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Transcript of Listening the voice of the customers
Listening to the Voice of the Customer
Fabio Lazzarini
Marketing Manager – CRIBIS D&B
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&B's 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.
Our Journey
September 2010 • Project kick-off
August 2011 • 450 users • 2,700 keywords monitored
2010 Scenario
“Fire Your Marketing Manager and Hire a Community Manager” Source: Harvard Business Review, October 2010
2010 Scenario “Fire Your Marketing Manager and Hire a Community Manager”
How is your marketing budget allocated?
2010 Scenario “Fire Your Marketing Manager and Hire a Community Manager”
Which delivers the best ROI: Online activities, Branding or Online Advertising?
2010 Scenario “Fire Your Marketing Manager and Hire a Community Manager”
How much will your marketing expenditures vary compared to last year?
2010 Scenario “Fire Your Marketing Manager and Hire a Community Manager”
How important are digital and social media?
2010 Scenario “Fire Your Marketing Manager and Hire a Community Manager”
B2B Marketing is Different?
A buying process based
on value
Long term relationships
The audience is knowledgeable
and engaged Intense use
of information
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
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
Listening to the Voice of the Market
Communities
Forums
Social Media
Web Sites
Blogs
"Your brand is what people say about you when you're not in the room”
• The information about our companies, about what our customers want, about what our customers say about us, lies outside our firewalls.
• What customers are saying about you on blogs, discussion forums, Twitter and Facebook and analyst reviews is what provides a complete picture.
First, Listen!
Then, Talk
Conversation
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.
Customers Self-Select their Squares O
ur
Ch
all
en
ge
Having a presence in the squares where our customers talk
Trying to drive the customers to our web site
How to Play in a New Context
Listen Talk Act Pull
Marketing
It’s not possible to listen the voice of the market 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.
It’s not possible to listen the voice of the market without semantic technology…
… but listening is only
the enabler of the
decisional process.
Semantic technology has
the ability to integrate
structured and
unstructured data and
make better use of all the
information corporations
have available to them.
… but listening is only the enabler of the decisional process
We want to create
actionable information,
not only searchable
information.
Listen Analyse Decide Monitor
Listening to the Voice of the Market
• 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.
What does it mean?