I love this example by Sheraton of soliciting consumer feedback around the hotel experience, photo upload included. After all, in an age of digital cameras and mobile cameras phones, how can the lame "tell us what you think" card at hotels possibly convey the full experience of a great (or horrible) hotel experience. This is a classic example of exploiting what I call the "Ex-Spot"...or "Moment of Experience." Recall my earlier blurb about taking photos at Peet's Coffee. This is also why I think consumer affairs is becoming (or needs to become) more central to the overall marketing mix. This is a key message I intend to deliver to the Society of Consumer Affairs Professionals (SOCAP) at their San Antonio conference this spring. And while I'm writing about hotels, you might want to take a peek at Starwood Hotel's "TheLobby.com," a compilation of travel stories sponsored by Starwood and ElectricArtists. Good example of the hotel industry nurturing conversation related to customer needs and interests.
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Books Related to CGM Theme
Pete Blackshaw: Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today's Consumer-Driven World
First jump out of the gate on publishing, and a thrill beyond thrill to have this opportunity. Very important message about what it really takes to manage a business or brand in the era of consumer control. This book is far less about social media marketing campaigns than the role of customer service and "consumer affairs" in the marketing mix.Charlene Li: Groundswell: Winning in a World Transformed by Social Technologies
More important validation about the role of CGM and social media as it impacts business. Both writers very smart and experiences in the space. Will write more once I get through the entire book.Gerald Zaltman: How Customers Think: Essential Insights into the Mind of the Market
Gerald Zaltman doesn't write specifically about CGM, but his core themes about the unconscious drivers of brand affinity provide some critical clues and insights behind what's really going on among today's passionate and viral consumers. (*****)Don Novello: The Lazlo Letters
My dad was in advertising, and he would uncontrollably laugh while reading this book that. In many respects, Lazlo was the first "citizen's journalist" or blogger for that matter. His CGM was all about experiences with companies, brands, or VIPs. (*****)Seth Godin: All Marketers Are Liars
I'm a huge fan of Seth Godin, but this one was just OK. I probably read it with a higher set of expectations that the book would be a bit more critical of the marketing industry. It's hard to disagree with the core premise of authentic story telling, but some of his points overstated the obvious (**)James Heskett & Others: The Service Profit Chain
A major inspiration for much of my thinking about CGM. Heskett's a former b-school professor.Seth Godin: Free Prize Inside
I'm not going to tell you what's inside, but I guarantee you'll be surprised. (*****)Jeffrey Rayport: Best Face Forward
Rayport taught the HBS class that fueled my fanaticism for the "marketspace." The inspiration continues. (*****)Malcolm Gladwell: The Tipping Point
How does the ripple create the wave? Read on! (*****)Malcolm Gladwell: Blink
Trust your gut! It's not as irrational as some claim. (*****)- Marc Marson: Think Naked
Marc Marsan has opened up my head in ways I can't even express. Inspirational, catalyzing. He gets it! (*****) Kelly Mooney: The Ten Demandments
Kelly gets it! She's been working with some of the nation's top brands. Deep understanding of shopping behavior. (****)Jon Berry: The Influentials
A solid case for why so-called "Influentials" matter. Authors really know their stuff. (****)
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February 28, 2007
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