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Increasing intimacy through rapport – Greenbook article

July 2014

iModerate

Jul 25, 2014

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With intimacy becoming the new buzz word in the industry, I believe it is important to step back and think about not only the opportunities we have to promote closer relationships, but also the barriers in front of us by way of past and current practices. That is the thing with buzzwords: they sound great as ideas, but too often reality makes turning those ideas into action difficult. If we are to achieve greater intimacy in our research and with our consumers, then we need to start by thinking about what changes and new innovations are necessary.

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The insights I received from iModerate really brought our NPS program to life. While it was always highly-visible and important to key stakeholders it did not resonate as well with the majority of employees. The iModerate piece rounded out the NPS program and brought it to a place where it is now more valued, transparent and salient across the organization. Having the consumer’s voice and that context has helped us build business cases and impact operations in a way that has led to great success.

Adriana Smith, Manager, Brand Strategy, NRG Energy