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Experience Driven Strategy

Low Hanging Fruit

Product Reviews are the Low Hanging Fruit in your Buyer Persona Design

Experience Driven Strategy / By

When designing buyer personas, guidebooks often recommend gathering information by finding people to interview. They talk about searching for candidates on sites like Craigslist. They even suggest offering an incentive in exchange for the interviewee’s time. But why should you have to find and vet people to interview when you have buyers who’ve had real experiences with …

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Buyer Centric Strategy

Your Company May Not Be as Buyer Centric as You Think

Experience Driven Strategy / By

Most companies are still inside looking out. They are building products that they think consumers will buy. Sure, many get feedback from athletes, focus groups or surveys. But most of this information comes from people who have a limited degree of interest or have been incentivized monetarily or with free product. Worse yet, some have …

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Retail Salespeople

These Two Groups Amount to Your Most Powerful Sales Force

Experience Driven Strategy / By

According to a McKinsey survey, more than 25% of a company’s total revenue and profits come from the launch of new products. The same research also shows that more than 50% of all product launches fail to hit their business targets. That’s a big problem. And in today’s world where we are constantly over-saturated with …

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VOC Benchmarking

How to Benchmark the Voice of the Customer

Experience Driven Strategy / By

Companies spend millions of dollars on Voice of the Customer (VOC) tools. The goal? Understand their customers and prospects in order to improve products, customer service, messaging and marketing. These tools include surveys, focus groups, customer service reports and athlete or celebrity endorsements, among others. However, collecting and measuring the true Voice of the Buyer (VOB) …

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Voice of the Buyer

Are You Getting the True Voice of the Buyer (VoB) in your Voice of the Consumer (VoC) Program?

Experience Driven Strategy / By

Traditional VoC programs help brands measure their audience through surveys, interviews and focus groups. Today, it also includes measurement of social media and product reviews. The product reviews segment of VoC is what we like to call “the true Voice of the Buyer”. While surveys and interviews are conducted with buyers, they are subject to …

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Ford

Calculated Product Innovation vs. Visionary Ideas: The Dove Experiment

Experience Driven Strategy / By

Beauty comes in all shapes and sizes, but do customers wish to be reminded of their differences? Dove’s limited edition collection of body wash bottles in the shape of different body types has come under fire from customers (“women don’t need to be categorized all the time”). Innovative? Sure. Wanted by the customer base? Apparently …

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Negative Reviews Thumbs Down

10 Mistakes to Avoid when Responding to Negative Product Reviews

Experience Driven Strategy / By

Is it a good idea to respond to negative product reviews? The answer depends on many factors. Before deciding on a company policy around review responses, you first have to determine which of your e-commerce partner sites allow comments. Amazon allows comments, and even has an “official comments” pilot program for brands and manufacturers. Sites such as Best Buy, Home …

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