Companies like Coca-Cola, Nike, Unilever, Procter & Gamble (P&G), McDonald’s, and Johnson & Johnson have done a great job converting their brands into household names in Metro China, mainly by investing big in advertising and promotions. Having pockets deep enough to put these messages in front of the Chinese people is great, but if your firm is interested in entering this market of 1.37 billion people but doesn’t have access to the advertising financial resources of a Coca-Cola or P&G, what do you do?
Start thinking about word-of-mouth (WOM) campaigns. Due to historic events and their family teachings, Chinese people tend not to trust content coming from strange sources. However, Chinese people are known to be loyal to their friends and family. Forrester Technographics® data shows that “recommendations from friends and family” (44%) is the primary source of content people trust in Metro China. Interestingly, among the top five sources, we also see “email from people you know” (40%) and “social networking site profiles from people you know” (25%). These are both forms of word of mouth that have transitioned from the offline world to the online world.
Over the past year, my colleague Andrew McInnes and I have immersed ourselves in the world of enterprise feedback management (EFM), which we define as follows:
A system of software and processes that enables organizations to centrally collect, analyze, and report on feedback from key customer groups and tailor insights for various internal users.
During this time, it has been a great experience talking with vendors and clients about how this technology tool enables companies to bring all of the customer data and information collected across channels together into one platform. This ability is more important than ever given that we have entered the “age of the customer” — a period marked by the rise of the empowered customer, who is armed with more information than ever before and who is now using a rapidly evolving set of devices as a means of engaging not only with friends and family but also with companies anytime and anywhere. To be successful in this new world, companies must understand how consumers interact across these multiple touchpoints; failure to do so can lead to a fragmented view of the customer.
While it is clear that companies must embrace EFM, what is not as clear is how they should navigate the EFM vendor landscape. This is due to the dozens of small vendors, evolving market segments, and increasing M&A activity. To help professionals within the marketing and strategy organization, Andrew and I decided to conduct a Forrester Wave™ evaluation of the EFM vendors.
As the newest addition to the market insights team, I would like to introduce myself. My name is Gina Sverdlov, and I recently joined Forrester as a consumer insights analyst.
I am very excited to be here! My background is in economics, consulting, advertising, and using quantitative methods to provide actionable insights for my clients. In my role here at Forrester, I am going to focus on bringing our multiple data sources to life and turning numbers to actionable insights. I am enthusiastic about engaging with our clients to devise strategies that will be successful in today’s changing market dynamics.
For my first Forrester document, ”Connection: The Spark That Lights Up The European Digital Home,” I’ve been looking at device ownership in Europe and how recent trends compare with the IHS Global Insight Economic Outlook. What I found, for example, is that laptop penetration in Europe has increased from 20% in 2006 to 51% in 2010 amid hefty declines in European retail sales in 2008 and 2009 and personal disposable income in 2009 and 2010. As a follow-up, I’ve identified how the uptake of different emerging technologies like LCD, plasma, and 3D TV correlate with ownership of other devices and where there are opportunities for consumer electronics (CE) companies.