DAN NEELY
- I am Networked Insights' founder and CEO. With over 10 years of management, operational and entrepreneurial experience with technology, manufacturing and services companies, I have expertise in customer intelligence and experience with the challenges companies face in gathering relevant, real-time insights about their customers.
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Comments (4)
You make a good point about organizations having a crazy flow of insights from their web 2.0 stuff.
When I looked at your model I thought …What would a situation where there is high engagement and low sentiment look like? Isn’t sentiment a core part of engagement? I’m possibly missing something here. Would love to have more explanation to this model.
I too have issues grasping this model. I find it hard to see how a ‘fast fix’ and ‘put more money on marketing’ relate to ‘high engagement’. I’d say ‘true’ engagement hardly has anything to do with the amount of resources spent on the effort, rather than the way in which these resources are allocated.
The rules of engagement aren’t made by marketing efforts, but are shaped by the behavior of the crowd. What am I missing here? Some ‘real life’ situations–like Chandni pointed out–would be helpful.
Chandni, it is less about the level of sentiment and more about if it is positive or negative. ultimately customers are saying I really like this and you are really good at it (high engagement and positive sentiment) or I really like this and you suck at it (high engagement and negative sentiment). I know Forrester includes Sentiment or Intimacy in their model but companies ultimately want to know is it good engagement or bad engagement.
Thijs, you certainly make the point– if your customers are telling you they love something and you are good at it, you should be shouting that from the hilltops, but if your customers say they love something and your are awful at it send it to the folks in product development to fix… a great example is Windows Vista, customers love having a simply operating system and love the ease of access but when it came to windows vista they told Microsoft it was awful, Microsoft should send that problem to engineering. Similarly, think about how Apple, came out with the iPhone, remember those videos of people on the street saying how they used the iPhone (customers were highly engaged and they loved what apple was doing) and apple shouted it from the hill tops