Tagged 'social experience'

Buyer Perceived Value (BPV) Scorecard: Qualifying and Quantifying Value

Posted by Tony Zambito on November 8th, 2011 at 10:12 am

Image by J. McPherskesen via Flickr
As a follow-up to the article Influence of Buyer Perceived Value (BPV) on Buyer Behaviors and Decisions, offered is a perspective on how to implement a scorecard approach.  The Buyer Perceived Value (BPV) Scorecard™ combines both a qualitative as well as a quantitative approach to understanding the influence of buyer values.  An important disclaimer here is that there have been many scorecard approaches for measuring customer value over the past two decades.  My point is not to endorse any particular one but to endorse the notion that values are rapidly changing and that buyer perceived value is critical to understanding buyer behavior.  The understanding of buyer behavior is the central focal point of Buyerology© and understanding Buyer Perceived Value (BPV)™ is one key aspect.
Before jumping into a quantitative approach, it is important to emphasize the need for reaching an understanding of Buyer Perceived Value (BPV) qualitatively.  Perceived values are changing rapidly and will continue to do so as new buyer behaviors are formed – changes driven by the introduction of new technologies and business models.  Multiple and varietal forms of qualitative methods help to provide a unique articulation of value criteria that buyers may formalize... Read more

Influence of Buyer Perceived Value (BPV) on Buyer Behavior and Decisions

Posted by Tony Zambito on November 7th, 2011 at 9:57 am

Image by Will Lion via Flickr
In my recent article, Buyerology: The New Science of Understanding Buyer Behavior, I introduced the concept of Buyerology and the need for a renewed focus on understanding buyer behavior in the Social Age.  A key component of understanding buyer behaviors and decisions is gaining a reality check on Buyer Perceived Values (BPV).  How well organizations; in relations to products, service, and brand; maps to Buyer Perceived Values will serve as the one of the primary influences that shapes buyer behaviors and purchase decisions.
Buyer behavior research, performed through qualitative means, can reveal many aspects of what comprises Buyer Perceived Values (BPV).  Buyer experience is now becoming one of the most important factors that contributes to and influences these values.  The convergence of the Internet and the Social Age, in fact, is introducing many new variables and factors that influence Buyer Perceived Values.  Some of the new variables include:
Buyer Experience: previous as well as in process buyer experience can have an enormous impact on how buyers perceive the value that organizations can bring to their challenges and environments.  This correlation is becoming stronger as more self-directed experiences by buyers evolve.
Engagement: I have written recently about social engagement... Read more

Enhance the Buyer Experience with Intelligent Engagement

Posted by Tony Zambito on October 26th, 2011 at 8:15 am

Image via Wikipedia
One particular trend I have noticed this year, in participant observations with B2B buyers, is the movement towards what I would label Intelligent Engagement.  I referenced this in my previous article whereby I questioned the phrase Reach and Engage in contrast to Listen and Engage.  Simply stated, B2B buyers are learning at an increasing rate how to decipher meaningful, relevant, intelligent, and engaging content from the fire hose that is now marketed to them.  What we are seeing is a shift in buyer behavior from that of trying to drink from the fire hose to that of selectively choosing Intelligent Engagement.  Closely correlated to social media fatigue, B2B buyers are looking for a garden hose and not a fire hose.
The field of content strategy and content marketing is still relatively new.  However, it faces significant challenges just as it begins to solidify into a publisher mode of practice.  The challenge is that B2B buyer behavior may already be moving beyond the publishing context to a new expectation of Intelligent Engagement.  This is presenting an enormous challenge for strategists and marketers to learn how to establish “built-in” engagement that is intelligent as opposed to being the mere presence of a... Read more

Is It Reach and Engage or Listen and Engage?

Posted by Tony Zambito on October 6th, 2011 at 7:43 am

Cover via Amazon
I have been thinking about this question for some time.  I have been thinking that there is something wrong with all the titles I see that begin with Reach and Engage for numerous articles and blog posts.  To me at least, it seems that in the social age the terms Reach and Engage cancel each other out.  One can make an educated argument that reach belongs in the push column of marketing.  Whereby engage can be placed in the pull column.
Therein lays, perhaps, the problem with this expression of reach and engage.  Organizations and marketers have been wired for decades in reach and push strategies.  The structure of businesses has remained surprisingly constant despite significant transformative changes occurring during the past two decades.  There is a built-in inertia and interwoven into corporate DNA is the push mentality.  It has always been about pushing, reaching, and “going to” a segment or a market.  In several recent articles, I have discussed this notion of buyer behaviors that reject reach and push and how organizations today must become listening organizations that foster engagement.
Brian Solis published an article entitled The End of Social Media 1.0.  While the focus is on social media... Read more

The Social Buyer Engagement Index

Posted by Tony Zambito on October 5th, 2011 at 10:18 am

Image by Ross Mayfield via Flickr
In my recent article, The Ascent of the Social Buyer, I made mention that social buyers today were exhibiting an internalized Social Engagement Index.  The mention of a Social Engagement Index is not new.  The people at Alterian have talked about a Social Engagement Index (SEI) as well as a Social Sentiment Engagement Index (SSEI).  Recently, Brent Leary and John Hernandez offered a perspective for The Social Customer in a report called The Social Customer Engagement Index 2011.  The report focused primarily on how companies are leveraging social tools and technologies to reach and engage customers in customer service interactions.  It also pays note to how satisfied customers are with these interactions.
My mention of a Social Buyer Engagement Index is coming from a different direction.  In my anthropological inspired studies, the interest has been on the value buyers today are placing on the ability of companies to provide social engagement capabilities.  It is asking the question: are buyers today evaluating a company’s social engagement capabilities as part of the overall buying experience as well as social experience?  Although in an embryo stage with further research warranted, I think we are beginning to see the emergence... Read more