On Monday June 18th I attended the 11th Vlerick Brand Community in Ghent, organized by the Vlerick Management School. Topic of the afternoon was “Experience Branding” and “How to make the difference at each point-of-contact”. Regarding my specific interest and scope on Customer Experience Research & Management at InSites Consulting, I was highly interested in today’s topics. Three topics were on the agenda:
- Frank Goedertier, Prof. Dr. at the Vlerick Leuven Gent Management School, bringing a review of the book “Customer Experience. Future Trends & InSights”
- Deva Rangarajan, also Prof. Dr. at the Vlerick Leuven Gent Management School, presenting us research results on customer experience management
- And finally Tom Lambert, sales director at A.S. Adventure, explaining how to turn theory into practice by talking about how the manage the unique shopping experience at A.S. AdventureRead more
Last Wednesday, our Dutch office was the location for one of our ‘Just missed’ sessions. In 2010 InSites Consulting won the award for the Best Presentation at the Marketing Information Event (MIE), in 2010.
In the Netherlands Danone won the contest of the Biggest Wind Egg with one of its products (Actimel). The contest was the central theme of a national and widely successful TV program called Kassa. After this event, the sales for Actimel dropped and there was a lot word-of-mouth about the TV show and the product. Together with Danone, InSites Consulting assessed to what extent there was a link between the two phenomena and how Danone could / should join the conversation to support its brand and keep up / enhance the image.
Steven Van Belleghem, Managing Partner InSites Consulting and author of The Conversation Manager, and Annemiek Temming from Danone were pleased to rerun their presentation for the people who missed it at MIE 2010. The session was closed with bubbles and bites!
Check out the pictures online.
2010 has been a great year for our Conversation Management team, and we want to continue building upon that spirit in 2011. That’s why we set-up a new website for the Conversation Manager, your inspiration platform based on the bestselling book by Steven Van Belleghem.
We’ve set up a specialist team to bring you daily inspiration in the field of Conversation Management and beyond. It’s our ambition to become a true connection point for fresh insights, industry cases, book reviews, congress reports, interviews and everything in between.
But above all, we would love to hear what you expect from us, so that we can optimally cater to your needs: What does the Conversation Manager mean for you, and how can we be of true value? What content would you like to see, which burning questions do you have…?
We strongly believe that we can make it happen together, and you can help us as well. We’re still looking for motivated guest bloggers in the team. It would be an honor if you would join us, just send us an email.
Talk a look at the website and let’s us know what you think of it.
In the last week of November it was time for the Marketing and Innovation Event 2010 in The Hague organized by the Dutch MOA organization. Two days full of new insights of the latest market research techniques and hottest topics in the market.
We’re proud to announce the first management book for the iPad: an enriched multimedia book of The Conversation Manager.
The English edition ofThe Conversation Managerrecently appeared as the very first enriched management book for the iPad. This app provides marketers with pictures, videos, presentations and interesting web links to be even better equipped to enter into conversation with consumers. The app also features exclusive videos in which author Steven Van Belleghem provides a brief summary of the chapters of the book.
The world is in constant evolution… consumer behavior is evolving rapidly… but are our methods, techniques, research designs and skills evolving accordingly?
Contemporary Consumers demand for Contemporary Research Methods
Response rates in traditional research projects are in decline, as well as the good image of our work among research participants. As an answer to this trend, the market research industry wishes to move from ‘transactional’ to more ‘relational’ types of research. Researchers need to (re)bond companies with consumers (our participants) through more ‘connected’ research methodologies.
Additionally, we may state that the context in which consumers live has changed drastically during the last decade. It has affected their behavior accordingly. The contemporary consumer is:
In this book Tony Hsieh (CEO of Zappos) gives his personal story of life. The book gives you a good view on what Tony learned from his entrepreneurship and what he feels is important to become a successful company. The 3 main focus points according to Tony are Customer Experience, Culture and Employee development/training.
In terms of social media and conversation management Tony tells his people: be real and use your best judgment. The way Steven Van Belleghem (author of The Conversation Manager) is spreading his conversation management philosophy also has similarities with Tony: be passionate and use personal stories.
Consumers are increasingly conscious of the information they place on social networking sites. 81% indicate that they think twice before posting something, while 79% have become more selective in choosing and accepting ‘friends’. 74% give thought to which pictures they place online and which ones they do not.
In spite of the more cautious attitude, 87% indicate that their online identity strongly corresponds to their offline identity. 13% of consumers however admit to using a different persona online than who they are in reality. The study by InSites Consulting also shows that 23% of users feel they can more easily express their emotions via social media than in real life.Read more
The web is changing our business so fast and fundamentally that some pessimists say we’re witnessing the end of the industry. It’s true that traditional advertising is no longer working, and most advertisers have been left behind by the rapid changes in recent years. And it’s true that’s a serious challenge for the profession. But InSites Consulting provides an answer to that challenge with Steven Van Bellghem‘s book, The Conversation Manager.
The book was launched last week in Belgium at an event that attracted 400 eager marketers looking for solutions. Presentations, videos and pictures are online. Still looking for more? Take the Conversation Manager test and discover our Wall of Fame.
Next up on the agenda is the book launch in Rotterdam (the Netherlands) on Thursday 18 March 2010. Registrations are still open so make sure to reserve your seat!