The Art of Strategic Marketing: Market Learning, Sensing, and Intuiting
Market Learning The first step in strategic marketing is to learn from the market about the changing consumer preferences and attitudes. Firms typically employ market research agencies to conduct surveys and research reports about how consumers and their preferences goods and services over others are changing with the times. In other words, firms attempt to […]
Effective Team Building Strategies that can be Implemented by any Organization
The Importance of Team Building Team Building is significant for organizations to actualize optimal performance and enhanced levels of results. Indeed, without team cohesion and the sense of unity of purpose, no organization can hope to survive the neck tight competition as otherwise, the teams would be working at cross purposes with that of the […]
What is Learning Curve ? – Meaning and Concept
Introduction In any environment if a person is assigned to do the same task, then after a period of time, there is an improvement in his performance. If data points are collected over a period of time, the curve constructed on the graph will show a decrease in effort per unit for repetitive operations. This […]
Organizational Assessment Programs
The purpose of organization assessment programs is to evaluate the potential of employees for growth and development within the organization. Many organizations such as Johnson & Johnson, Ford, Intel and IBM use such programs to fulfill their staffing requirements. Since these organizations are known for continuous innovation, they need special target groups in order to […]
Analyzing Business Decision Making Process
Continuous analysis of organizational decision-making process is essential to high quality and transparent decisions; otherwise a business runs with a prejudice: the notion that it is good at making decision, even if in reality it is not. And probably this is why both, decision makers and decision support system analysts try to get a profound […]
As a marketer, it doesn’t take one long to understand the high impact and the potential of the Social Media Networks on your business.
You will also recognize the fact that the content on the Social Networks is not under your control and it is essentially this freedom of expression and uploading of content that gives the Social Network its huge popularity and growth.
Companies engage professional consultants to create and sustain online communities and thus develop a buzz around their new product launches or promotional campaigns. But building reputation for the product as well as for your company calls for sustained involvement and participation in the Social Networks where your existing as well as prospective customers are available.
Discussions and posts on the Social Networks hold a mirror to the promises that the Organization has made and the actual delivery that it has affected.
In other words, the platform highlights the difference between the customer expectation built and the actual experience delivered to them. Companies would do well to listen, see and understand such feedbacks and act on them to ensure the shortfalls are covered.
The feedback from the Social Networks can provide a lot of information and data to the Marketers and Organizations which can be used in product development, effective customer service and all other areas that concern the customers.
To gather the right feedback, one needs to analyze the information gathered from the Network discussions in detail and methodically tabulate the data. You will find the feedback from the customers in several forms including text messages or posts, audio clips, visuals in the form of photos or videos etc. All of these need to be collated, analyzed with reference to the customer feedback.
Before attempting to analyze the customer feedback from the Social Network content, it is important to establish or answer several questions internally.
Based on these two points, the list of objectives can be further developed to include the actual delivery and point of sale experience, communication process with the customer both in terms of during the sale and post sale service.
It would be apt to assign a value for each of the promises made with reference to its relevance to the customers and measure the same. Lastly define the various departments that are likely to gain from the feedback analysis and note down their requirements.
Once the feedback analysis scope and method has been defined, the feedback data may be analyzed and trends identified. Such feedback analysis would be of immense value to Marketing, Advertising, Customer Service as well as the R&D and Product development team besides the Operations departments.
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