Customer listening

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Good ideas can be drowned out by a flood of bad ones, says Laurent Florès. His New York-based company, called crmmetrix, developed a worthy new solution called Delphi. The Delphi system combines customer creativity with marketing department knowledge, and tests both with instant feedback from the Internet.

The system uses an Internet-based panel of consumers, provided by the client or crmmetrix, of whom the first 100 are asked for their best idea for a slogan to sell a particular product. Those consumer ideas are mixed in with the marketing department ideas and put to a vote by the next level of panelists.

"The beauty of this system is that consumers both generate ideas and sort through them," says Olivier Toubia, assistant professor of marketing at Columbia Business School in New York, who is co-authoring an article with Florès on the methodology of the Delphi system for the peer-reviewed Marketing Science magazine.

The clients range from consumer products companies like P&G, Unilever to Accor Hotels and the tire company Michelin. No doubt something is worth it about this method giving the names of the companies which use the system.

via stefan via IHT

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