Wednesday, December 21, 2011

the case for real customer insight

Tweet of the week, and possibly the season itself.

This sums up exactly the problem facing Australian retailers.

The problem being that the vast majority don't even have a scooby what their customers problems really are.

They, in fact, don't have it all wrapped up.



Full marks to The Garden Doctor for the wit in retort, but it should have come from Myer or Jones, if they were listening.



On the listening note, it's also worth pointing out that for many brands, social listening is little else than a sub-affliction of Mott The Hoople Syndrome, in as much as they only listen for mentions of themselves, by name or their category and competitors.

Imagine the rich pickings for companies that listened properly for customer problems that they were in a unique spot to fix?

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