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A creative communication

Customer ListeningWhile I’ve heard the hype around the Old Spice social media campaign, I didn’t check out the videos on You Tube until earlier today. That is when I discovered over 150 "Old Spice Responses" videos.

What a creative communication approach! It is personal, was conducted in real time, and accomplished its goal – to increase sales.

As customer strategists, what we can learn from Old Spice?

  • We owe our customers a response when they participate in customer satisfaction surveys.
  • Our response should include a summary of what we heard.
  • It doesn’t have to be too lengthy. Stick to the key points.
  • Video is an effective communication tool.
  • Our communications should have an impact on our business through building customer loyalty, creating customer value, and increasing our customer retention programs. 


About the Author

Leslie Pagel

Leslie Pagel

As vice president of customer experience, Leslie is responsible for incorporating the voice of Walker’s customers into the solutions development process. To do this, Leslie spends the majority of her time interacting with Walker account teams, clients, and prospective clients to understand their business challenges. She coordinates several listening posts that are used to drive strong client relationships and enhance our consulting and technology capabilities.

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