GM boss urges new conversations

At this weeks innovation seminar in Amsterdam, titled ‘Converting Consumer Insights into Actionable Results‘, General Motors‘ Head of New Media Developments, Steve Worrall, urged business to filter learnings made in new media to those with direct contact with customers or that manage customer interactions.

To a prestigious audience including Unilever, GlaxoSmithKline, Diageo and Nokia amongst others, Worrall commented ‘If all our customers are out there talking, maybe we should be listening and getting involved in those conversations’. Worrall went on to site the Netherlands’ own broadband provider UPC as an exemplar in how to use insight to improve customer service, as well as tapping customer service resources for new insights.

Our view is that customers can be their own customer service, using emerging social media user behaviours to seek out answers to their problems and thus creating major cost savings for business. To facilitate this however, business must adopt cultural shifts, removing walled gardens and sharing previously sensitive information with their customers.

Dub’s Customer Communities provide the platform for the exchange of information and hosting new ‘conversations’. Co-creation opportunities abound in such environments, bringing brand and consumer closer in partnership and generating increasing consumer advocacy.

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Published:
03.06.08 / 4am
Category:
research, open-innovation, business, advocacy, co-creation