Why Read This
An obvious, but often overlooked, tenet of customer centricity is listening to customers. Del Monte leverages technology to listen to a wider range of customers and uses customer input to influence product development and drive more customer-focused marketing communications. The company uses brand monitoring to uncover general needs and a private virtual community to drill down into specific issues.
Tags: B2C eCommerce, Brand & Product Web Sites, Brand Tactics, Branding, Co-Creation & Crowdsourcing, Customer Experience Management, Design & Usability, Digital Marketing, Emerging Methods, Market Research, Social Computing, Social Marketing, Social Media, Technology Product Strategies, Web 2.0