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Business Intelligence. Customer Intelligence.
Consumer electronics manufacturers face a challenging market. Unbridled competition, contracting consumer discretionary income, and a profusion of media make sustained, effective marketing and branding difficult. Additionally, the explosion of social networks and consumer-generated media lead to increased consumer transparency.
Product, pricing, packaging, and positioning missteps can be magnified all out of proportion in the time it takes just a few dissatisfied customers to post to a blog. You need actionable consumer insights to guide your resources most efficiently to promote your brands, maintain profitability and increase market share. Knowing the key drivers of customer satisfaction, net promoters and detractors, and your marketing effectiveness can mean the difference between positive business growth and hibernation.
With OpenMic, that kind of customer intelligence is at your fingertips in real-time.
Unlike any other market research tool, OpenMic integrated customer listening system allows you to collect, categorize, analyze and report on customer sentiment and issues continuously, giving you a sustainable strategic advantage in the market. Now you can:
Uncover Customer Segments and Category "whitespace": Your customers are your best source of intelligence for new trends and opportunities in the marketplace. And, they are more than happy to tell you all about it, if you'd only ask. Utilizing the best practices in collecting customer comments, OpenMic captures, categorizes and analyzes those customer comments continuously. This allows you to create a baseline measure of customer sentiment and issues.
Optimize your Product Mix: By aggregating customer sentiment with business intelligence tools, you gain unprecedented insight into not only what your customers are doing with the products, but why. OpenMic's categorization can be extended to include data from your other business intelligence systems using standard web service calls. For example, geographic region, demographics, and CRM attributes can be correlated with product sentiment and issues to give you precise targeted insights.
Tailor your products to the segment: CES is one of the most hyper-targeted industries around. Getting a handle on all the unique requirements and preferences of customer segments by all the demographic and geographic variables is a daunting task. Continuous monitoring makes this task a lot more manageable. By aggregating the sentiment across all your brands or sub-brands, you can compare and contrast the relative performance of each. What's more, from almost every report and dashboard, you can drill down directly to your customers' verbatim comments. This unprecedented access to real consumer passion can make the difference between sustaining a marginal second-tier player in a market and cultivating a growing cult favorite.
Know what your competitors are doing and if it's working or not: Your customers don't just talk about your products; they are just as ready to bash or praise the competition. You can set up OpenMic to look for specific competitor mentions and track and measure sentiment. Know when your competitors are changing aspects of their offer and how well it's working out for them. OpenMic also automatically flags peaks in discussions of competitors that aren't on your radar. Now you can respond proactively to emerging threats and make informed decisions on how best to cover the market.
These are just a few of the many essential business functions that continuous brand monitoring with Overtone's integrated customer listening system can deliver to your business.
Please schedule a personalized demonstration of the OpenMic integrated listening suite.
