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BizReport : Research : May 02, 2014


Half of Americans believe fave brands aren't interested in ideas

Americans are feeling a bigger disconnect from their favorite brands. That is the takeaway from a new survey out from YouGov and .wiki. According to the 2014 Customer Collaboration Report about half of Americans feel that their favorites brands are uninterested in their ideas.

by Kristina Knight

"Consumers and businesses alike have long recognized the power and potential that the Internet has to improve the products and services businesses offer, creating a better two-way dialogue between customers and their favorite brands," said Raymond King, CEO at Top Level Design, the company behind .wiki. "Consumers so strongly desire to collaborate with brands that they are ready to take matters into their own hands, as is the case with Ikea and its customer operated Ikea Fans community website where users exchange information, independent of the retailer."

Shoppers have a lot of ideas about their brands of choice, but new data out from .wiki and YouGov indicates they also feel a disconnect from their favorite brands - as if their ideas don't matter.

According to the report:

• 1 in 5 say Google is the 'most collaborative brand'
• 1 in 5 say Walmart is the 'least collaborative brand'
• Nike, Disney and Toyota also lead in the least collaborative category

Just what kind of interaction are consumers looking from from their brands? Just over one-third (38%) say they want to interact about promotions and offers from their favorite brands while about one-quarter (22%) say they'd like to collaborate with brands about future products.

"Brands clearly need an easier, turnkey way to collaborate effectively with their customers. Setting up an external wiki is a good first step for businesses to mitigate any concern among audiences about lack of consumer collaboration," King added. "Our research shows that when customers have an issue with the direction their favorite brands are taking, they lack the ability to offer their input on how to best resolve it. .Wiki offers businesses a new innovative crowd-sourcing mechanism to improve business performance based on what their customers want. As a company it's far better to have that feedback manifest it in an environment like a wiki, where customers have been invited to contribute, than one outside the brand that limits the ability to communicate with consumers."

Image via Shutterstock

Tags: brand engagement, brand marketing, Top Level Design










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