Lundi 21 septembre 2009

 Customer Service? Ask a Volunteer


 

The pay: $0.

A shabby form of exploitation? Not to Justin McMurry of Keller, Tex., who spends about that amount of time helping customers of Verizon’s high-speed fiber optic Internet, television and telephone service, which the company is gradually rolling out across the country.

Mr. McMurry is part of an emerging corps of Web-savvy helpers that large corporations, start-up companies and venture capitalists are betting will transform the field of customer service.

Such enthusiasts are known as lead users, or super-users, and their role in contributing innovations to product development and improvement — often selflessly — has been closely researched in recent years. There have been case studies of early skateboarders and mountain bikers and their pioneering tweaks to their gear, for example, and of the programmers who were behind open-source software like the Linux operating system. These unpaid contributors, it seems, are motivated mainly by a payoff in enjoyment and respect among their peers.

But can this same kind of economy of social rewards develop in the realm of customer service? It is, after all, a field that companies typically regard as a costly nuisance and that consumers often view as a source of frustration.

A look at the evolving experiment that Verizon Communications began in July suggests that company-sponsored online communities for customer service, if handled adeptly, hold considerable promise.

Mark Studness, director of e-commerce at Verizon, is a software engineer by training and an avid consumer electronics tinkerer whose home projects have included installing high-end audiovisual systems. In those projects, he has often visited Web sites where users offer one another tips and answer questions. Verizon, Mr. Studness determined, needed to find a smart way to try to tap into that potential resource for customer service.

In talking to people and surveying the research on voluntary online communities, Verizon concluded that super-users would be crucial to success.

“You have to make an environment that attracts the Justin McMurrys of the world, because that’s where the magic happens,” Mr. Studness said.

Natalie L. Petouhoff, an analyst at Forrester Research, said that online user groups conform to what she calls the 1-9-90 rule. About 1 percent of those in the community, she explained, are super-users who supply most of the best answers and commentary. An additional 9 percent are “responders” who mainly reply and rate Web posts, she said, and the other 90 percent are “readers” who primarily peruse and search the Web site for useful information.

“The 90 percent will come,” Ms. Petouhoff said, “if you have the 1 percent.”

Verizon explored the alternative of building the Web site and managing the forums itself, but it decided to call on outside expertise. Several suppliers, including HelpStream, Jive Software and Telligent, offer corporate social networking software with customer service features. Verizon chose Lithium Technologies, a fast-growing start-up based in Emeryville, Calif.

Lithium comes to online customer service from a heritage in gaming. Its chief executive and co-founder, Lyle Fong, was a founder of GX Media, which developed a leading Web site, Gamers.com, and created technologies for professional rankings and tournaments.

Lithium’s current roster of 125 clients includes AT&T, BT, iRobot, Linksys, Best Buy and Nintendo.

The mentality of super-users in online customer-service communities is similar to that of devout gamers, according to Mr. Fong. Lithium’s customer service sites for companies, for example, offer elaborate rating systems for contributors, with ranks, badges and “kudos counts.”

“That alone is addictive,” Mr. Fong said. “They are revered by their peers.”

Benchmark Capital, a venture capital firm that invested $12 million in Lithium last year, was impressed with the company’s gaming background and its focus on catering to super-users to build communities. Peter Fenton, a Benchmark general partner, said that many of the most popular consumer Web sites and services, from Wikipedia to Twitter, are animated by a relatively small percentage of avid users.

“In customer service, it’s still very early, but I think it’s likely the same pattern will play out,” said Mr. Fenton, who serves on the boards of both Twitter and Yelp, a site where users post reviews of restaurants and other local businesses.

At Verizon, Mr. Studness says he is pleased with the experiment so far. He calls the company-sponsored customer-service site “a very productive tool,” partly because it absorbs many thousands of questions that would otherwise be expensive calls to a Verizon call center.

But the online forums, he added, also provide customer ideas for improvements in hardware and software for the company’s fiber optic service, as well as a large, growing and searchable knowledge base online.

“One answer can help thousands,” he said.

Mr. McMurry, who is 68 and a retired software engineer, is supplying answers by the bushel. He joined the Verizon-sponsored forums in August after reading about them on another technical Web site. A scan through his lengthy list of posts shows a range from the straightforward (programming a DVR remotely by computer) to the arcane (the fine points of HDMI technology, for High-Definition Multimedia Interface).

As a software expert, Mr. McMurry has taught training classes. “Seeing the light turn on in their eyes when they understood was exciting,” he said.

His online tutoring, he observed, brings a similar satisfaction.

“People seem to like most of what I say online, and I like doing it,” he said.

MR. McMURRY has a lofty ranking as a “Silver II” contributor to the site and as a community leader, denoted by “CL” in a red box next to his name. Community leaders also have their own forum, have direct access to Verizon technical staff members and get early glimpses of new products — all a part of cultivating super-users.

“Who knows how long I’ll keep doing this,” Mr. McMurry said, “but I’m enjoying it now.”

source : New-York Times"boostez" votre relation client par des bénévoles ! 
Par Benoit Vermersch
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Lundi 21 septembre 2009


Avoir des amis diminue votre risque de mortalité !

 

Researchers are only now starting to pay attention to the importance of friendship and social networks in overall health. A 10-year Australian study found that older people with a large circle of friends were 22 percent less likely to die during the study period than those with fewer friends. A large 2007 study showed an increase of nearly 60 percent in the risk for obesity among people whose friends gained weight. And last year, Harvard researchers reported that strong social ties could promote brain health as we age.

“In general, the role of friendship in our lives isn’t terribly well appreciated,” said Rebecca G. Adams, a professor of sociology at the University of North Carolina, Greensboro. “There is just scads of stuff on families and marriage, but very little on friendship. It baffles me. Friendship has a bigger impact on our psychological well-being than family relationships.”

In a new book, “The Girls From Ames: A Story of Women and a 40-Year Friendship” (Gotham), Jeffrey Zaslow tells the story of 11 childhood friends who scattered from Iowa to eight different states. Despite the distance, their friendships endured through college and marriage, divorce and other crises, including the death of one of the women in her 20s.

Using scrapbooks, photo albums and the women’s own memories, Mr. Zaslow chronicles how their close friendships have shaped their lives and continue to sustain them. The role of friendship in their health and well-being is evident in almost every chapter.

Two of the friends have recently learned they have breast cancer. Kelly Zwagerman, now a high school teacher who lives in Northfield, Minn., said that when she got her diagnosis in September 2007, her doctor told her to surround herself with loved ones. Instead, she reached out to her childhood friends, even though they lived far away.

“The first people I told were the women from Ames,” she said in an interview. “I e-mailed them. I immediately had e-mails and phone calls and messages of support. It was instant that the love poured in from all of them.”

When she complained that her treatment led to painful sores in her throat, an Ames girl sent a smoothie maker and recipes. Another, who had lost a daughter to leukemia, sent Ms. Zwagerman a hand-knitted hat, knowing her head would be cold without hair; still another sent pajamas made of special fabric to help cope with night sweats.

Ms. Zwagerman said she was often more comfortable discussing her illness with her girlfriends than with her doctor. “We go so far back that these women will talk about anything,” she said.

Ms. Zwagerman says her friends from Ames have been an essential factor in her treatment and recovery, and research bears her out. In 2006, a study of nearly 3,000 nurses with breast cancer found that women without close friends were four times as likely to die from the disease as women with 10 or more friends. And notably, proximity and the amount of contact with a friend wasn’t associated with survival. Just having friends was protective.

Bella DePaulo, a visiting psychology professor at the University of California, Santa Barbara, whose work focuses on single people and friendships, notes that in many studies, friendship has an even greater effect on health than a spouse or family member. In the study of nurses with breast cancer, having a spouse wasn’t associated with survival.

While many friendship studies focus on the intense relationships of women, some research shows that men can benefit, too. In a six-year study of 736 middle-age Swedish men, attachment to a single person didn’t appear to affect the risk of heart attack and fatal coronary heart disease, but having friendships did. Only smoking was as important a risk factor as lack of social support.

Exactly why friendship has such a big effect isn’t entirely clear. While friends can run errands and pick up medicine for a sick person, the benefits go well beyond physical assistance; indeed, proximity does not seem to be a factor.

It may be that people with strong social ties also have better access to health services and care. Beyond that, however, friendship clearly has a profound psychological effect. People with strong friendships are less likely than others to get colds, perhaps because they have lower stress levels.

Last year, researchers studied 34 students at the University of Virginia, taking them to the base of a steep hill and fitting them with a weighted backpack. They were then asked to estimate the steepness of the hill. Some participants stood next to friends during the exercise, while others were alone.

The students who stood with friends gave lower estimates of the steepness of the hill. And the longer the friends had known each other, the less steep the hill appeared.

“People with stronger friendship networks feel like there is someone they can turn to,” said Karen A. Roberto, director of the center for gerontology at Virginia Tech. “Friendship is an undervalued resource. The consistent message of these studies is that friends make your life better.”


source New-York Times
Par Benoit Vermersch
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Jeudi 10 septembre 2009


Nombre d’études portent sur les enjeux cérébraux face à l’utilisation des NTIC, tout comme ces études sur le cerveau sont également utilisées à bon ou mauvais escient par les pontes du marketing dans le but d’inciter davantage encore à la consommation… On pensera ici essentiellement au neuromarketing… Aujourd’hui, une étude anglaise montre qu’il est plus pertinent, si l’on veut développer ses capacités cérébrales, de surfer sur Facebook plutôt que sur YouTube, entre autres.

La diversité des activités proposées par ce réseau social riche de  250 millions de membres, du simple contact avec ses amis aux jeux de réflexion en passant par les activités purement sociales, pourrait avoir des effets bénéfiques sur l’un des aspects de l’intelligence lié à la réussite sociale de tel ou tel facebooker.

Hormis le fait que gérer de nombreux profils sur un nombre important de réseaux sociaux permet de faire travailler la mémoire, utiliser ces derniers oblige à stimuler sans cesse diverses zones du cerveau. Anticiper, retenir, apprendre, prévoir, programmer sont des facultés que nous mettons en place sans nous en rendre forcément compte.

cerveau

A l’inverse, YouTube ou Twitter, idem Friendfeed, provoquerait sur la mémoire des effets inverses à ceux imputables à facebook. L’instantanéité des messages pourrait ne plus faire fonctionner la mémoire de la même façon : les données affluent constamment, de façon brève, sans que nous n’en ayons toujours absolument besoin, l’attention est moins requise et le cerveau ne développerait pas autant de connexions neuronales que lors d’un surfe sur FB.

Cependant, aux Etats-Unis, alors que les chercheurs seraient à deux doigts d’inciter à se balader sur FB, le Président Obama, donne aux petits américains une leçon tirée d’une baffe reçue via ces chers médias sociaux. Il rappelle à l’envi la méfiance à avoir envers Facebook bien sûr mais aussi envers l’ensemble des infos qu’ils postent sur quelque site web que ce soit. “Pour commencer, je voudrais que vous tous fassiez attention à ce que vous postez sur Facebook parce qu’à l’époque de Youtube, quoi que vous fassiez, on vous le ressortira à un moment ou un autre de votre vie”, dit M. Obama. “Et quand on est jeune, on fait des erreurs, on fait des trucs idiots”.

Visiblement Mister Président a été quelque peu courroucé alors que remontaient sur les flots et les flux de Google les propos provocateurs pas franchement pro-américains de Jeremiah Wright, pasteur de Obama… Gênant, à tout le moins pour l’homme providentiel. D’autres propos lui sont revenus en pleine poire notamment sur les Américains et leur tendance amère à tant aimer Dieu et les flingues…

Alors, faut-il s’en tenir aux études, aux précautions de Washington ? Tout cela relève-t-il de l’anecdote ? D’un courant d’air dans la sphère de l’information ? D’un réel progrès des capacités de l’homme à développer ses capacités cérébrales mais en même temps à se méfier un TIC qui lui sont offertes ?

source : Stéphane Favereaux 
Par Benoit Vermersch
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Samedi 18 avril 2009

pour "booster" l'intelligence de votre enfant (équipe ?) :
- louez ses efforts plus que ses résultats
- félicitez les succès
- limitez les critiques
- stimulez la curiosité par les compliments


Poor people have I.Q.’s significantly lower than those of rich people, and the awkward conventional wisdom has been that this is in large part a function of genetics.

Nicholas Kristof addresses reader feedback and posts short takes from his travels.

After all, a series of studies seemed to indicate that I.Q. is largely inherited. Identical twins raised apart, for example, have I.Q.’s that are remarkably similar. They are even closer on average than those of fraternal twins who grow up together.

If intelligence were deeply encoded in our genes, that would lead to the depressing conclusion that neither schooling nor antipoverty programs can accomplish much. Yet while this view of I.Q. as overwhelmingly inherited has been widely held, the evidence is growing that it is, at a practical level, profoundly wrong. Richard Nisbett, a professor of psychology at the University of Michigan, has just demolished this view in a superb new book, “Intelligence and How to Get It,” which also offers terrific advice for addressing poverty and inequality in America.

Professor Nisbett provides suggestions for transforming your own urchins into geniuses — praise effort more than achievement, teach delayed gratification, limit reprimands and use praise to stimulate curiosity — but focuses on how to raise America’s collective I.Q. That’s important, because while I.Q. doesn’t measure pure intellect — we’re not certain exactly what it does measure — differences do matter, and a higher I.Q. correlates to greater success in life.

Intelligence does seem to be highly inherited in middle-class households, and that’s the reason for the findings of the twins studies: very few impoverished kids were included in those studies. But Eric Turkheimer of the University of Virginia has conducted further research demonstrating that in poor and chaotic households, I.Q. is minimally the result of genetics — because everybody is held back.

“Bad environments suppress children’s I.Q.’s,” Professor Turkheimer said.

One gauge of that is that when poor children are adopted into upper-middle-class households, their I.Q.’s rise by 12 to 18 points, depending on the study. For example, a French study showed that children from poor households adopted into upper-middle-class homes averaged an I.Q. of 107 by one test and 111 by another. Their siblings who were not adopted averaged 95 on both tests.

Another indication of malleability is that I.Q. has risen sharply over time. Indeed, the average I.Q. of a person in 1917 would amount to only 73 on today’s I.Q. test. Half the population of 1917 would be considered mentally retarded by today’s measurements, Professor Nisbett says.

Good schooling correlates particularly closely to higher I.Q.’s. One indication of the importance of school is that children’s I.Q.’s drop or stagnate over the summer months when they are on vacation (particularly for kids whose parents don’t inflict books or summer programs on them).

Professor Nisbett strongly advocates intensive early childhood education because of its proven ability to raise I.Q. and improve long-term outcomes. The Milwaukee Project, for example, took African-American children considered at risk for mental retardation and assigned them randomly either to a control group that received no help or to a group that enjoyed intensive day care and education from 6 months of age until they left to enter first grade.

By age 5, the children in the program averaged an I.Q. of 110, compared with 83 for children in the control group. Even years later in adolescence, those children were still 10 points ahead in I.Q.

Professor Nisbett suggests putting less money into Head Start, which has a mixed record, and more into these intensive childhood programs. He also notes that schools in the Knowledge Is Power Program (better known as KIPP) have tested exceptionally well and favors experiments to see if they can be scaled up.

Another proven intervention is to tell junior-high-school students that I.Q. is expandable, and that their intelligence is something they can help shape. Students exposed to that idea work harder and get better grades. That’s particularly true of girls and math, apparently because some girls assume that they are genetically disadvantaged at numbers; deprived of an excuse for failure, they excel.

“Some of the things that work are very cheap,” Professor Nisbett noted. “Convincing junior-high kids that intelligence is under their control — you could argue that that should be in the junior-high curriculum right now.”

The implication of this new research on intelligence is that the economic-stimulus package should also be an intellectual-stimulus program. By my calculation, if we were to push early childhood education and bolster schools in poor neighborhoods, we just might be able to raise the United States collective I.Q. by as much as one billion points.

That should be a no-brainer.

New York Times

Par Benoît Vermersch
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Jeudi 16 avril 2009

La Nostalgie revient en force dans les publicités US, depuis Pepsi qui relance des produits 60's et 70's, jusqu'aux sites web qui mettent en avant leur ancienneté de 10 ans !




IF music hath charm to soothe the savage breast, what can calm worried consumers during an economic crisis? Madison Avenue believes one answer is nostalgia.

As the recession continues taking its toll, marketers are trying to tap into fond memories to help sell what few products shoppers are still buying. The time-machine tactics are primarily evoking four decades — the 1950s through the 1980s.

For instance, on April 20 a beverage unit of PepsiCo will begin an eight-week campaign for “throwback” versions of two soft drinks, Pepsi-Cola and Mountain Dew. The packages and formulas, along with advertising and promotions, will evoke the ’60s and ’70s.

The hope is that warm, fuzzy feelings about the past will help make people feel better about the present and future.

“It’s about yearning for the past, a simpler time, even though the ’60s and ’70s were not simple,” said Frank Cooper, chief marketing officer for sparkling beverages at the Pepsi-Cola North America Beverages unit of PepsiCo.

“They just seem simple, looking back,” he added.

The merchants of nostalgia also include other blue-chip names like Coca-Cola, General Mills, McDonald’s, MillerCoors, Target and Unilever. The companies are using marketing tactics including:

¶Reviving vintage slogans and jingles as well as package designs. Diet Coke is being promoted again with “Just for the taste of it,” the theme used by the Coca-Cola Company to introduce the soda in 1982. Five Big G cereals from General Mills, among them Cheerios and Trix, were sold in throwback boxes in Target stores, accompanied by a T-shirt offer (cerealwear.com).

And as part of “a back-to-our-roots campaign” for Nationwide insurance to be introduced this month, Eric Hargrove, a company spokesman in Columbus, Ohio, said on Monday, there would be a prominent role for the venerable “Nationwide is on your side” jingle.

¶Bringing back familiar products and menu items to stores and restaurants. The Target circular this week features sock monkeys and gumball machines as part of a sale on “selected retro toys.” The Carl’s Jr. fast-food chain, owned by CKE Restaurants, reintroduced an original menu offering, chili dogs.

¶Recreating in ads nostalgic moments from the popular culture. In a commercial for a new sweet tea sold by McDonald’s, a man walks home through an urban neighborhood of the ’70s. Commercials for the I Can’t Believe It’s Not Butter line of spreads sold by Unilever feature a make-believe 1950s family named the Buttertons.

“In a time of anxiety, people are seeking out brands they’re comfortable with and they can trust,” said Ric Hendee, vice president for marketing services at Cotton Inc. in New York.

Cotton Inc. is reintroducing a song from 1989, “The Fabric of Our Lives,” that served through the 1990s as a jingle in commercials for clothing and home furnishings made from cotton. Research found that women in their 20s and 30s — the intended audience for messages about cotton’s benefits — “remember the song and understand what it means,” Mr. Hendee said.

“Even teenage girls” had some memories of it, he added. The jingle comes back this week in a campaign from DDB Worldwide in New York, part of the Omnicom Group.

Those taking part in the trend acknowledge a potential pitfall of nostalgic pitches: They could lead consumers to believe a brand or product is outdated and therefore not for them.

To make sure the cotton jingle “is relevant to a new audience,” said Cassandra Anderson, creative director at DDB New York, it is being performed by contemporary musicians like Zooey Deschanel, Miranda Lambert and Jazmine Sullivan rather than the previous cotton crooners, Richie Havens and Aaron Neville. Similarly, as Bumble Bee Foods revives its ’70s jingle for Bumble Bee tuna — “Yum, yum, Bumble Bee, Bumble Bee tuna” — the song is being given a fresh presentation. Commercials are centered on a troubadour character, seemingly from the Me Decade, who serenades modern-day consumers eating dishes like tuna sushi and tuna tacos.

The campaigns for Bumble Bee and the I Can’t Believe It’s Not Butter spreads were created by McCann Erickson Worldwide, part of the McCann Worldgroup unit of the Interpublic Group of Companies. In both cases, the agency avoids wallowing in nostalgia.

For instance, the members of the Butterton family, and their ardor for butter, serve as a foil for the modern product.

“We use what we call a then-and-now set-up,” said Keith Bobier, senior director for marketing at the Englewood Cliffs, N.J., office of Unilever, “to show people the difference between life as it used to be and today, when there’s far more understanding of health concerns.”

Hard times have frequently inspired fond looks in the rear-view mirror. There was a nostalgia boom during World War II, as evidenced by movies like “Meet Me in St. Louis” and songs like “Long Ago and Far Away.”

In the ’60s, the American Tobacco Company, now part of Reynolds American, introduced a filtered version of one of its first national cigarette brands, Sweet Caporal.

In the economic turbulence of the ’70s, there was a fad for nostalgia for the ’50s. The ’60s made a comeback in the ’80s and the ’70s were revived in the ’90s.

One updated aspect of nostalgic marketing is that it is starting to take place in Internet time. It used to be that an anniversary would be commemorated if a brand or product lasted 20, 25 or 50 years. But a campaign from Viacom and its licensees promoting SpongeBob SquarePants and his friends carries the theme “Celebrating 10 years of happy.”

New York Times

Par Benoît Vermersch
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