In their presentation, Verizon's Telecom/Business Portfolio Leader, Laurie Shook, shares how they generate new product ideas from their biggest fans.
Laurie goes into detail about the impact of social media on product development and best practices for responding to customer feedback.
Watch the video of this presentation here: https://vimeo.com/41887792
Best Practices for Implementing an External Recruiting Partnership
BlogWell San Francisco Case Study: Verizon, presented by Laurie Shook
1. SocialMedia.org
Video Case Studies
SocialMedia.org
This video is from
Case Studies
BlogWell
San Francisco
June 20, 2011
This presentation is from
socialmedia.org/blogwell
BlogWell Laurie Shook
San Francisco
March 27, 2012
The Power of the Crowd
socialmedia.org/blogwell
2. Verizon Idea Exchange
Digital
Fan Engagement with New
Product Development
Blogwell San Francisco
March 27, 2012
Presented by Laurie Shook
1
3. Idea Exchange Overview
• Launched: July 2010
• http://verizon.com/ideas
Description:
• A place for Verizon customers to share ideas for Verizon services.
• Customers comment and vote up ideas
• Customer-vetted ideas taken to product teams
Benefits:
• Encourages customer engagement and self-service
• Identifies new product and service enhancements
• Facilitates customer-driven products/services
Verizon Digital
2
4. Capturing Diverse Input
Many topics within FiOS/ wire line
consumer portfolio
23 Votes
Option to automatically view HD
version of show if available
Status: Acknowledged
by aschiefe on 02-15-2012 07:41 AM
I know that you can jump to HD if it is available, but how about a
set-up option that allows us to scroll through the standard TV list
(i.e., the lower channels), and if the show is available in HD
AUTOMATICALLY show it in HD.
we'll look at that.
135 Votes
Add an option to hide 2 Votes
channels that I don't subscribe Verizon Cable Remote Panoramic Video
to Camera
Status: Launched Status: Acknowledged
by ACABThomas on 08-02-2010 08:44 PM by daforest on 03-01-2012 07:33 AM - last edited on 03-01-2012 Verizon,
Currently there's no way to hide unsubscribed channels in
the guide and when hitting channel up/down - this is I have been a long time customer and openly expressive about how impressed I
ridiculous. Clearly Verizon…advertise these additional am with your services. This being said, there are not many times when I will
channels in hopes of getting people to subscribe to them vocalize a concept or idea that I have to your marketing staff, but today, I was
and spend more money. Well all it does is **bleep** people lucky enough to have our heavenly father, Jesus Christ, give me the most
off, so please add this option. impressive idea I think you will ever hear. A Verizon Cable remote with an HD
Optimized Laser Accurate Panoramic Thermal Video Camera TM. Yes, you
read that correctly.
Verizon Digital
3
5. Content and Exchange Process Suggestions
14 Votes
Longhorn Network
Status: Launched
by sneedles on 04-06-2011 12:55 PM
Please carry the new Longhorn Network
3 Votes
SEC TV/Sunshine Network
Status: New Idea
by NYIceQueen on 03-02-2012 01:31 AM
I would like to see Verizon offer SEC TV to everyone. I'm in NY But from
FL and I'm stuck with the Big Ten Network and the LONGHORN
NETWORK. I can understand Big Ten but LONGHORN? How close are
26 Votes we to Texas up here?
Vote against an idea
Status: New Idea
by nascar on 02-16-2012 12:16 PM
As it stands now we can only vote for an idea. I'd like to be able to
vote against the idea. There may be an idea with 8 votes for but 20
might not like the idea so it should be a -12.
Verizon Digital
4
6. Idea Exchange Vetting Process
1706
Ideas
Submitted
917 Net
New
Unique? New? Clear?
283 39
Accepted Launched
In
Under
Accepted Progress Launched
Review
Later
Not
likely
Ideas assessed and prioritized based on urgency,
value, and customer benefit
Verizon Digital
5
7. Verizon Case Study: The IMG 1.9 Plan
The IMG (Interactive Media Guide) Legacy IMG
• Business Objectives:
• Extended HD Channel Guide
• Shortcut to HD Channels
• Hide unsubscribed channels
• DVR chapter selection
• Make guide softer, easier on
the eyes New IMG
• Plan of Action:
• New releases 1X a year
• 1 year development cycle
• Rigorous Beta test prior to
launch
• Desired Results: Call avoidance to
FiOS Service Center (over time)
Verizon Digital
6
8. Mixed Customer Reactions
• @FiOSTV wow the GUI is nice!
• Love being able to watch stuff off both DVR's!
• New Subscribed Channels list=awesome. (Idea Exchange request)
• and the esata availability is huge (Idea Exchange request)
Verizon Digital
7
9. How to Respond?
• Cool your jets before responding
• Respond within the medium (Idea Exchange)
• Personalized response
• Addressed testing effort, and perception / reality differences
• Mentioned positive feedback without being defensive
“I am sorry you are not of the same mind... and we will work to get you all
smiling again.”
by Joe_Ambeault on 09-16-2011 07:56 AM
Verizon Digital
8
10. Why the Disparity?
Community Bias? Test Condition Bias?
• New guide tested in lab-like conditions;
Visibility issues at home?
• “Hawthorne Effect”—desire to please
test conductors
• Active Idea Exchange members more
likely innovators/early adopters
• Objectors not active forum members
Verizon Digital
9
11. Impact of Social on Product Development
• FASTER customer feedback
• See nuances of customer opinion
• More focus on customer priorities
• Customer expectation: “internet time”
Verizon Digital
10
12. Contact Information
Laurie Shook
@Laurie Shook
Laurie.Shook@verizon.com
Verizon Digital
11
13. SocialMedia.org
This video is from
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San Francisco
June 20, 2011
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March 27, 2012
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