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For CMO Professionals

Case Study: Del Monte Listens With Customer-Centric Technology – A Social Computing Report

June 19, 2007

By Peter Kim with Elana Anderson, Sarah Glass

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Why Read This Report

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, Emerging Methods, Interactive Marketing Strategy and Process, Market Research, Social Computing, Social Marketing, Social Media, Technology Product Strategies, Web 2.0, Web Design & Usability
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