How negative feedback can turn into a positive outcome

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We have all hear that knowledge is power, and with the social technology we can access on a daily basis, consumers have access to a vast amount of  information  online. Whether it is reading hotel reviews on Tripadvisor or downloading their local grocery catalogue, consumers have the power and will make their decision based on the information at hand.

This is all well and clear. The question is  however how do we get the consumers attention and finally loyalty? We are now in an era of what you can call an experienced based economy, meaning that through services, tools or goods business can create a memorable event for their consumer something that will conect them with the brand and company.

A recent study; “Customer Engagement: The Best of the Best,” SAP and Forbes Insights talks about how companies that have transformed their marketing strategies with the main focus being on the customer.

An example of this is the Switzerland based grocer Coop. They launched coop@home a grocery shopping app, were customers could also leave feedback. To their surprise surveys showed that the most loyal customers were in fact the once  that had launched a complaint and then been taken care of. This relates not only to the experience based economy but also to the service recovery paradox, which is when a customer ends up thinking more highly of a company after they have corrected a problem. From personal experience if the company I work for receives a negative feedback regarding our product or service, this would be seen as a great opportunity to not only touch base with your customers on a more personal level but also influence the way the customers view our company. In all cases any complaint received has been turned into a positive outcome for both the company and the consumer by providing a positive experience and satisfying the consumers needs. Negative feedback is easy to ignore at the time being, however by avoiding this feedback you are loosing a great opportunity to improve whatever it is that your consumers are unhappy with, it is also a great way of attracting that loyal customer base we all want.

What do you guys think? Have you ever been in a similar situation were negative feedback have had a positive outcome?


Meme watching a great tool for market research?

“Netflix N chill”

I will in this blog post talk about the success of the meme, I am sure many of you have heard about, “Netflix and Chill”.

The origin leads back to the social media channel twitter. A tweet were posted regarding how “Netflix and chill” it is just and invitation to hook up rather than watch a movie. Many must have felt this way as this tweet got re-tweeted content got featured on other social media channels, and before you knew it everyone was using this meme. Even communities and events were created on Facebook with more than 23 000 people attending.

Netflix even jumped on the wagon taking advantage of the meme s popularity and released a Netflix and Chill button that would enhance your viewing experience by diming lights, ordering take out and putting your phone on silent.

They also encouraging customers to create their own Netflix and Chill button and sharing their experience, creating a bond between the business and consumer.

Its difficult to say whether or not this meme has resulted in a positive outcome for the company Netflix, however its free exposure and the fact that a vast amount of their target market are talking about their brand has to count for something.

A university student in Texas, Okasheh  saw his opportunity to launch a product based on this meme a condom called “Netflix N Chill”

He said the following: “I saw a couple memes have been floating around, and I was like, ‘Oh my God, I think it would be hilarious to quickly sell condoms”.

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Pablo Rochat is another student who also happened to be the host of the Facebook event Netflix and Chill in US, saw the opportunity to launch his app knock knock, which lets you connect with people in the immediate area, which resulted in a huge success for his business using the Netflix and Chill events to sign up people to his app, by providing freebies.

Although the meme is on its way out it left behind a great opportunity for free exposure and room for innovations.

What do you guys think? Is meme watching a good way to do market research?

When does marketing get too personal?

Never before have so many people shared so much information about themselves, and most with so little concern for their own privacy, handing out essential information often in return for free access to services or goods.

It must have only been a generation ago were we kept all basic information tight to our chest! I know my grandma still operates in that way, refusing to give out any card details. However when signing up on social media sites we willingly share our birthdate, favorite pets, movies, and other information required by online services, without thinking twice. And before we know it we will be receiving email, of the latest movie releases in our favourite genres wondering how they got to know us so well.

These days all the bits of information we leave behind  is digitalized and available ready to be packed up and sold to companies. Many of us settle with the fact that its what you have to trade in to be able to access certain parts of the digital world. The concern is however more on the information we give away daily without even being aware. Essential information are given out through our loyalty cards at the grocer, that are used by the retailer to create flyers fitting your personal needs. I think by now were all aware of the incident when Target discovered a girl was pregnant before her parents even knew..!

This market of new parents are infact a retailer’s holy grail! And has become a huge focus for the marketers of huge chains such as target.Why such a huge focus on this market you say? A marketer working for target explains that there are some periods in a person’s life when old routines fall apart and buying habits are suddenly in changing. One of those moments is right around when parent are expecting a child, and are overwhelmed by the latter. This is when their shopping patterns and loyalties are up for grabs. Timing is therefore everything.

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Due the fact that most birth records are public, the moment a couple have a baby, they are receiving offers from all sorts of companies. Therefore the key is to reach them at an  earlier stage. Therefore the statisticians working for target, focuses mainly on the shopping behavioural of women between the age of say 18-40, to try figure out if they are expecting. This is most obvious in their second trimester, which is when most expectant mothers begin buying new items such as maternity clothing vitamins and so on. Marketers working for target states that soon they we’ll be sending you coupons for things you want before you even know you want them.”

I personally find this all a bit invading and overwhelming, however as a consumer I also see the benefit of targeted advertisement. What do you guys think?