In a previous post I highlighted the 2008 Groundswell Award winners. Given my focus on voice of the customer programs, I wanted to take a closer look at the winner for Listening: Mattel’s “The Playground.”
Here’s an excerpt from Mattel’s submission for the award:
Mattel’s Worldwide Consumer Insights Department created The Playground, a private online community of 500 moms with kids aged 3—10, with Communispace in June 2007 to help them listen to and gain insight into the lives and needs of moms to help drive growth and innovation. During the fall of 2007, Mattel had a series of product recalls on popular toy brands that sent the organization reeling… Moms from the community provided Mattel with insights around how they felt about the recall, how they felt about Mattel, how they felt about China-produced toys, their perceptions of Mattel’s response plan, what their biggest fears and concerns were, and what Mattel could do to help them.
My take: I’ve been looking at social technologies a lot more lately (don’t worry, I haven’t turned into a Web 2.0 fanatic). It turns out that many companies like Mattel are successfully using online communities to get deep customer insight, especially in two of the five levels of voice of the customer program: Continuous Listening and Project Infusion. Here are some things to keep in mind if you’re thinking about creating a private online community for the purpose of customer listening:
- Make the case for an online community based on the speed of getting insight and the depth of the insight
- Use a vendor like Communispace or Think Passenger to provide online community expertise
- Dedicate internal resources to understand how to best use online communities
- Recruit community members that represent important customer segments
- Plan on an ongoing set of activities to keep the community engaged
- Look for feedback across a wide range of areas (e.g., idea generation, product development, marketing messages)
- As with any voice of the customer tool, don’t forget to focus on all aspects of LIRMing: Listen, Interpret, React, and Monitor. (Debi, thanks for reminding me about this one)
The bottom line: Online communities are a key tool for voice of the customer programs.