Those of us who are interested in the way organisations engage with customers, are inexorably drawn to data, whether we like it or not! An evidence-based approach is critical and the evidence can only really be found in the customer data trail. Follow the customer, follow the data.
The folks at Vovici have an interesting series of whitepapers on the use of surveys - and how to use them to build customer community. I found 'Survey Rating Scale Best Practices' particularly useful.
We are devout believers in the data driven market credo; 'why guess when you can know?' This means we keep a weather eye open for case studies and research that will move the decisions we make with our clients from the gut to the head (with or without blinking ;-).
Us Aussies love our points and prizes! We collect points when we use our credit cards, when we buy our groceries, when we travel, when we stay in a hotel, just about every chance we get. Partly because so many organisations give them to us.
"The level of engagement with our online Burger Club has surprised us. Members and, in particular, our advocates have proved to be a source of consumer insight that we hope to develop further."
Jim Wilson,
National Marketing Director
Hungry Jacks Australia
"Resonate provided us with a website and online community that positioned us as being open and transparent with our customers. And that is exactly what we are."
Mark Holcombe,
Chairman,
Newmarket Livestock
"Resonate has provided us with strategic thought, execution methodology, and the necessary skills for us to launch our online community."
Richard Umbers,
General Manager - Customer Engagement,
Woolworths Limited
"Resonate's Online Advisory Panel gave us new insights about Melbourne FC members... and an evidence-based approach to marketing."
Jennifer Watt,
General Manager,
Marketing & Communications,
Melbourne Football Club
Navigating the river of customer data