Customer listening

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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2 Responses to Customer listening

Anonim spunea...: I read in "Creating passion brands" something that stuck with me. Generally, consumer-led brands make extensive use of research and are like this public speaker that keeps on asking its audience what would they like to hear from him.
Consumers don't always know what they want, simply because they aren't able to conceive certain ideas or ads. I'm not being patronizing, I'm simply stating the fact that it's the agency's job to come up with the brilliant ideas.; 5:34 p.m.
Claudiu spunea...: I agree, but the success of Delphi says to me that advertisers are not satisfied with the job agencies do. So they look for alternatives. Is the agencies job to deliver better ideas, the kind that bring results.; 5:41 p.m.