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For CMO & Marketing Leadership Professionals

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June 19, 2007 (updated June 25, 2007)

Case Study: Del Monte Listens With Customer-Centric Technology

by Peter Kim

with Elana Anderson, Sarah Glass

Average:
9 
(1 rating)

This is an excerpt

Executive Summary

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.

This is an excerpt

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ALSO OF INTEREST

RESEARCH CATEGORIES

Technology

eBusiness/eCommerce, Business-To-Consumer eCommerce, Customer Experience, Social Computing & Web 2.0, Web Site Design, Marketing & Advertising, Interactive Marketing, Emerging Marketing Channels, Brand Management, Brand Tactics, Brand Strategy, Market Research, New Market Research Strategies, Sales, Marketing, & Product Strategy

Industry

Consumer Packaged Goods, Consumer Packaged Goods Marketing, Manufacturing, Food & Beverage Manufacturers, Retail, Consumer Retail & CPG, Consumer Technology, Consumer Portals & Search

Geography

Asia Pacific, Europe, North America