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Deriving Value from
 Listening to and
  Observing Your
    Customers
   Customer Insights
    Are One of Your
    Most Valuable
        Assets

               Digital Spark Marketing
Do You Know Who Your
   Customers Are?
                                 Prospects

                                 Customers

                                 Advocates

                           Former Customers
       Digital Spark Marketing
Know Your Most Valuable
      Customers

                                     Your best
                                    customers
                                   deserve your
                                   extra special
                                  treatment and
                                      efforts
        Digital Spark Marketing
Customer Insights


  Associations between objects,
actions, and communications that
  solve new customer problems


           Digital Spark Marketing
Why Are Customers Reluctant
      To Give Inputs?
    Business makes it difficult and
             inconvenient

No mutual equitable exchange of value

    Staff act as if they don’t care
              Digital Spark Marketing
Ways To Stimulate More /
 Better Customer Insights



          Digital Spark Marketing
Listen While Engaging On
   Customer Problems




        Digital Spark Marketing
Create Customer Collaboration
                             Instead of asking
                             them to watch, to
                              listen, to play, to
                            passively consume,
                              the race is on to
                            get them to create,
                            to participate, and
                                to collaborate
                            trendwatching.com
           Digital Spark Marketing
Custom Product Design Defines
    Customer Preferences


                            Nike iD shoppers
                             create their own
                              unique product
                                  designs

           Digital Spark Marketing
Be More Personable And Build
       Relationships




           Digital Spark Marketing
Better Two Way Dialog … Help
        Them Decide




           Digital Spark Marketing
Field Observation And Listening




            Digital Spark Marketing
Integrate Social Media
      Monitoring




        Digital Spark Marketing
Communicate in New Ways




         Digital Spark Marketing
Make Customer Insights
Everyone’s Responsibility




         Digital Spark Marketing
Improve Your Listening and
     Observing Skills




          Digital Spark Marketing
FINAL THOUGHTS

      Digital Spark Marketing
“The aim of marketing is to know
 and understand the customer so
well the product or service fits him
          and sells itself.”
             Peter Drucker

               Digital Spark Marketing
Thank You !

www.digitalsparkmarketing.com
Mike@digitalsparkmarketing.com
www.digitalspark.tumblr.com
Twitter: @mikeschoultz
Deriving Value From Listening To and Observing Your Customers

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