How do companies gain insight to their customers? Dennis Cary, CMO/SVP of Bally Total Fitness, remarks on the use of social media as a means for customer engagement and insight. He explains that Bally is actively monitoring, engaging, and sometimes seeding conversations around the brand. This use of social media has allowed Bally to address customer issues and identify trends.
“It’s been an enormously powerful tool for us to engage with consumers but also to gain insights-- real world, unprompted insights-- about an individual club or something across the company about how we engage with our members.“
- Dennis Cary
- Published July 2010