Prediction: More Web communities for customer feedback, involvement
For the November 1 issue of Marketing News, I wrote a story about early adopters and their role in the consumer electronics world.
In my story, I spoke with Sean O'Driscoll, formerly of Microsoft and with Chris Gaebler at Sony about online communities their respective companies built to elicit a steady stream of user feedback. Microsoft MVP and Sony Frontline in which they embrace a steady stream of customer feedback.
I wrote:
For example, since 1992, Microsoft Corp. has run its Most Valuable Professional (MVP) program, which has 4,000 participants in 90 countries. MVPs give Microsoft user feedback for almost every new product, from Windows to Xbox. In the most recent version of Office, Microsoft introduced a “ribbon” feature for controlling settings and programming features in place of the more familiar toolbar. At first the MVPs resisted. “They weren’t real happy with the change, but that at least created a vehicle for conversation with them,” says Sean O’Driscoll, senior director for community support services at Microsoft and its Most Valuable Professional program. “After they experienced the ribbon for a few months, the vast majority became users.”
...and about Sony:
The company also recently created a Web community of about 850 early adopters called “Sony Frontline,” from whom the company constantly solicits feedback on new product ideas and prototypes. Creating a social networking portal for the group is a formalized version of what Sony has already done for years, Gaebler says, and worth doing because the information the company gets is priceless.
For example, six months before Sony re-launched its eBook Reader last year, the company solicited early adopters’ input that convinced engineers to move some buttons around on the product before putting it on the market. “You’re building another process into the new product development [cycle], but you have to do it,” Gaebler says. “All of our engineers appreciate the role early adopters [play].”
So I wasn't surprised to read Brad Bortner's predictions for market research in 2008. Bortner, a Forrester principal analyst, predicts top brands will use Web 2.0 to create more of these communities to take engagement to the next level.
Other predictions: more surveys done by non-market researchers, an increase in the quality of online panels and more transparency in audit data. I think Bortner's predictions are worth checking out.
Have a great weekend, all!
I wrote:
For example, since 1992, Microsoft Corp. has run its Most Valuable Professional (MVP) program, which has 4,000 participants in 90 countries. MVPs give Microsoft user feedback for almost every new product, from Windows to Xbox. In the most recent version of Office, Microsoft introduced a “ribbon” feature for controlling settings and programming features in place of the more familiar toolbar. At first the MVPs resisted. “They weren’t real happy with the change, but that at least created a vehicle for conversation with them,” says Sean O’Driscoll, senior director for community support services at Microsoft and its Most Valuable Professional program. “After they experienced the ribbon for a few months, the vast majority became users.”
...and about Sony:
The company also recently created a Web community of about 850 early adopters called “Sony Frontline,” from whom the company constantly solicits feedback on new product ideas and prototypes. Creating a social networking portal for the group is a formalized version of what Sony has already done for years, Gaebler says, and worth doing because the information the company gets is priceless.
For example, six months before Sony re-launched its eBook Reader last year, the company solicited early adopters’ input that convinced engineers to move some buttons around on the product before putting it on the market. “You’re building another process into the new product development [cycle], but you have to do it,” Gaebler says. “All of our engineers appreciate the role early adopters [play].”
So I wasn't surprised to read Brad Bortner's predictions for market research in 2008. Bortner, a Forrester principal analyst, predicts top brands will use Web 2.0 to create more of these communities to take engagement to the next level.
Other predictions: more surveys done by non-market researchers, an increase in the quality of online panels and more transparency in audit data. I think Bortner's predictions are worth checking out.
Have a great weekend, all!
Comments
The customer feedback example from Microsoft reminded me of Facebook (in which at least half of users could probably be considered MVPs). Zuckerberg introduces new features or applications all the time, most of which are immediately followed by user dissent. Usually protests eventually disappear and the new application not only remains, but users become "hooked" on it. Only when dissension was overwhelming (with Facebook's Big Brother-esque advertising program) did Zuckerberg make changes and apologize for the application. I think this is an interesting approach to customer feedback, but, in some cases, a dangerous PR move.
Posted by: Lauren Barker | January 4, 2008 12:55 PM
I agree it may be risky, but more and more, I think, you'll see customers an opportunity to become involved more and more with their brands of choice. It also, I believe, helps the company appear transparent.
Posted by: Daniel | January 9, 2008 10:30 AM