Sinead Thesis

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http://www.fanatic.fm/ – fanatic.fm is a music sponsorship platform where brands and bands can find each other.

I’m just back from my thesis supervisor meeting and I’m extremely happy with the outcome.

We underpinned what purpose my thesis should be about. There are two routes I could go in

  1. The Role of music  as a customer engagement tool
  2. The advantages of music as a customer engagement tool  

When looking at the role of music as a customer engagement tool, I would be suggesting that this is a technique that has been used by many firms. So therefore I would be presenting a paper on what way companies have used music  as customer engagement tool.

When looking at the advantages of music as a customer engagement tool , I believe that this is something that firms need to be aware of as they are not yet using it to its full potential. It’s a new phenomenon. I would prove its advantages and outline a formula in achieving customer engagement trough music. How music is a better technique to create customer engagement.

So there are the two paths I could go down…… I need to do a bit more reasearch but from what i have looked at,  Music in a way has also been there as some sort of engagement tool but now with the rise in social media’s.I feel it is really going to take off. This is why I think I should focus on The advantages of music as a customer engagement tool.

Talking more with my thesis supervisor he said that branding used to be about sales  now today it’s also about customer engagement  due to social media.

possible title: New and more effective ways of creating customer engagement through social media using music

We began brainstorming on the origins of music engagement
Music engagement could be first evident through sub cultures. This dates back to the 50’s and 60’s , Mod rockers and teddy boys. The music had a look that went with it
Music has been accoisated with car advertisements for the past ten years. E.G. the artist Moby would not release his music to the pubic straight away but sell it to advertisers.Then when people hear the ad and the music they would seek to buy it.

As I said music engagement has been out there for some time mostly with sub cultures. Groups of people trying  to create an identity of themselves through music.

What I may want to show is how music engagement is going to go mainstream ……………

Today I began to read up on what has been said about Customer Engagement and I found that it seems to be an area of confusion.

Jim Novo tells us that engagement has the same meaning as retention  “To me a retained customer is one that is actively engaged, and that is how I measure retention – through engagement.”

I agree with Jim statement here but i feel there is a bit more to customer engagement

Advertising Research Foundation explain customer engagement as “Turning on a prospect to a brand idea enhanced by the surrounding context.”  – I personally have no clue what that means??  This definition doesn’t give enough information.

I believe customer engagement is brought about through active experiences the customer is exposed to from the brand  and how they are emotional involved with it.

Ron Shevin’s definition of customer engagement is “Repeated – and satisfying – interactions that strengthen the emotional connection a consumer has with a brand (product, or company).”

Ron’s definition is the pretty much the same as my own beliefs of customer engagement and is so far the best definition I can find.

Another area of confusion I found around Customer Engagement is, what the difference between Customer Relationship Management and Customer Experience Management?

CRM, or Customer Relationship Management, is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer satisfaction, loyalty, and advocacy. True CRM brings together information from all data sources within an organization (and where appropriate, from outside the organization) to give one, holistic view of each customer in real time. This allows customer facing employees in such areas as sales, customer support, and marketing to make quick yet informed decisions on everything from cross-selling and upselling opportunities to target marketing strategies to competitive positioning tactics. http://www.destinationcrm.com/Articles/CRM-News/Daily-News/What-Is-CRM-46033.aspx

The concept of customer experience (CX) was first introduced by Pine and Gilmore in their 1998 Harvard Business Review article. They believe that successful businesses influence people through engaging, authentic experiences that render personal value (The Experience Economy – Pine and Gilmore 1998)

So CRM looks as if they work on the relationship with their customers,
CEM is improving on the interactions with the customers………looks to be the same thing to me!!!

AH HA  This clears it up
“Do I have a relationship with 17 million people?” asked Jim VonDerheide, vice president, CRM Strategies, for Hilton Hotels in a conversation I had with him for a white paper on customer experience management. “I don’t think I do,” VonDerheide said, answering his own question. “Do I interact with 17 million people? You bet.”  http://www.customerthink.com/article/difference_between_crm_and_cem_a_lot

Ok I understand it more now
Customer Relationship management is knowing everything about your customer, perhaps so you know which customers to sell certain products to and what market strategies you can use on them.

Customer Experience management is how you interact with the customer, perhaps to gain more customers, to give current customers an experience that will have them using word of mouth. Basically giving current customers a brilliant experience and to gain more.

It’s all about Love at the end of the day 🙂

From my reading today its got me thinking about different areas of research

  1. Do brands / Company’s really have to engage with the customer? is there a need? or are customers like spoiled kids with too much attention…..
  2. How do you measure engagement?
    Eric Peterson published an engagement formula – http://blog.webanalyticsdemystified.com/weblog/2007/10/how-to-measure-visitor-engagement-redux.html
    http://blog.webanalyticsdemystified.com/weblog/2006/12/how-do-you-calculate-engagement-part-ii.html
  3. With the use of the web its easier to interact and engage with customers, is it mostly younger people that company / brand are engaging with? as younger people typically use the internet most
  4. Does engagement provide more sales at the end of the day? – This relates back to my first question really, do we need it?

http://www.mycustomer.com/topic/customer-experience/five-customer-experience-management-trends-2011/118881

 

Gregg Holzrichter recounts the factors that drove incresing interest in customer experience management last year, and what will be significant in the field in 2011.

Rayan Parikh – 2009

"The approach of using music to connect with viewers on a deep emotional level rather than a rational or congnitive level in advertising fundamentally redefined it as a brand building tool."

Schmitt 1999

"Creating cognitive problem solving experiences that engage customers creativity"

Sounds like branding