Mattel Showcases Online Listening Community

In a previous post I highlighted the 2008 Groundswell Award winners. Given my focus on voice of the customer programs, I wanted to take a closer look at the winner for Listening: Mattel’s “The Playground.”

Mattel's The Playground

Here’s an excerpt from Mattel’s submission for the award:

Mattel’s Worldwide Consumer Insights Department created The Playground, a private online community of 500 moms with kids aged 3—10, with Communispace in June 2007 to help them listen to and gain insight into the lives and needs of moms to help drive growth and innovation. During the fall of 2007, Mattel had a series of product recalls on popular toy brands that sent the organization reeling… Moms from the community provided Mattel with insights around how they felt about the recall, how they felt about Mattel, how they felt about China-produced toys, their perceptions of Mattel’s response plan, what their biggest fears and concerns were, and what Mattel could do to help them.

My take: I’ve been looking at social technologies a lot more lately (don’t worry, I haven’t turned into a Web 2.0 fanatic). It turns out that many companies like Mattel are successfully using online communities to get deep customer insight, especially in two of the five levels of voice of the customer program: Continuous Listening and Project Infusion. Here are some things to keep in mind if you’re thinking about creating a private online community for the purpose of customer listening:

  • Make the case for an online community based on the speed of getting insight and the depth of the insight
  • Use a vendor like Communispace or Think Passenger to provide online community expertise
  • Dedicate internal resources to understand how to best use online communities
  • Recruit community members that represent important customer segments
  • Plan on an ongoing set of activities to keep the community engaged
  • Look for feedback across a wide range of areas (e.g., idea generation, product development, marketing messages)
  • As with any voice of the customer tool, don’t forget to focus on all aspects of LIRMing: Listen, Interpret, React, and Monitor. (Debi, thanks for reminding me about this one)

The bottom line: Online communities are a key tool for voice of the customer programs.

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

2 Responses to Mattel Showcases Online Listening Community

  1. Thanks for the shout-out Bruce, we are really proud of the work that we’ve done with Mattel and their fantastic community. I wanted to add one more thought to your great list of tips of things to keep in mind when creating a private community: choose a partner who has the capability and expertise to mine, analyze and serve up the insights from your community in a way that is appropriate and meaningful for your organization to be sure that they are heard. There is often so much going on in a customer community that it takes a team of dedicated people to effectively report on it, keep the company up to speed and continue building more actionable insight. It’s something we’ve honed over many years of doing this –our clients say it’s the most important part of making their communities successful!

  2. Bruce Temkin says:

    Debi: Thanks for the feedback. I agree with your point, so I’m adding a bullet to the list…

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