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Posted by Shar VanBoskirk on May 10, 2011
Last week I joined Matt Smith, VP of Marketing Services from Best Buy, Kim Verhaaf, director of Customer Intelligence at ING, and Matt Preschern, VP of Demand Programs for IBM, for a keynote panel: "Marketing Innovation in Action: How Being Adaptive Can Help You Innovate," at Unica's Marketing Innovation Summit. To structure the panel, I introduced Forrester's CORE framework. If you're not yet familiar with CORE, its our mission that interactive marketers should adopt to help their firms adapt to the next digital decade. See a summary of the topic here or our research on The Future Of Interactive Marketing for a deep dive.
Smith, Verhaaf and Preschern talked about the efforts they have underway to help their firms customize marketing experiences, optimize decisions and processes, respond to changing market conditions and empower employees and customers to advocate on your behalf. They raised some great points for interactive marketers to consider as they undertake CORE:
Smith referenced an initiative called VOCE -- voice of the customer through the employee, which is certainly a way for Best Buy to respond to its market. But it is not just that. VOCE provides a technology conduit between in-store staff and executives making decisions about merchandise buying, customer support and store design among others. Becuase VOCE is part of a larger customer strategy, Best Buy enabled a way to respond to customer needs AND act on direct customer feedback AND empower employees to influence execs.
In another example, ING mentioned that it hosts quarterly cross-department meetings to review customer feedback and results from various online marketing programs. This also has more value than ad hoc report downloads. Of course individual stakeholders evaluate program health throughout the quarter, but once every few months they collectively talk about what they are learning from their customers and if/how they should change products or positioning in response.
You can see what TechTarget took away from our panel here.