Overtone

The New Consumer Voice

The voice of millions is louder than your advertising

A tectonic change has occurred in the nature of business. The change is fundamental and irreversible, requiring a profound change in response. The instant connectivity of online communities has changed the way customers interact with the enterprise. Consumers are no longer satisfied by one-way communication with your brand.

• They want to participate in a conversation.
• They want to voice their comments and action to be taken.
• They want to seek each other out for information.

It is not enough to just project a brand image. Customers experience a brand through their product and service interactions, as well as through their interactions with other customers. And, if you don't give them a way to share their feelings about those interactions directly with you at all touchpoints, they will share those experiences with each other online through review sites, social media, and other channels.

Companies that listen, participate, and leverage this new customer voice gain significant advantages to outsmart the competition, focus their brand promise, and deliver unseen levels of direct, personalized engagement with every consumer. The new voice is constant, growing in volume, and ever changing. New methods are required to handle the scale and complexity of rapidly changing consumer conversations.

Conventional Market Research Falls Short