In her more than 11 years at Introworks, Carol has been instrumental in cultivating client relationships and managing complex initiatives with multiple moving parts. She applies that same affinity for detail to research and analysis with our BrandFAQs customer perception surveys.
How do you explain your work to people at cocktail parties?
That depends on how late in the evening it is. Something like “I work with B2B companies that make very important and very complex products, and agency creatives who are very complex individuals, to help tell clients’ stories and sell their products. May I have another Cosmo?”
What are three highlights from 2015?
- Being part of the team that developed a cool touchscreen experience and iPad app for a medical device company to help them educate about a product that had been very difficult to understand.
- Helping create a successful direct mail campaign involving gourmet jerky. What’s not to love?!
- Staying naturally free of gray hairs –wink wink– despite raising a teenage son and tween daughter.
Are clients surprised by what they learn with customer perception surveys?
Generally not, because BrandFAQs isn’t meant to uncover unknown issues so much as get a pulse on brand perception from an audience. What turns out to be most eye-opening is the verbatim comments respondents share. It’s fulfilling to hear in a customer’s own words what a company is doing well, and equally humbling to know what needs attention.
What should companies do to get the best work from their agencies?
Keep communication open and ongoing. That goes without saying, no pun intended. Be clear about your goal and how you measure success. And be open about your budget. When we know what you can invest, we’re empowered to help you maximize your impact with the dollars you have.
What’s the best thing about your work?
I get to work with companies that develop leading-edge medical devices, products that help make water safe and plentiful—really important things. I love that I can learn about and be a part of something that is making a difference in the world.
In my next life…
I will be a Romance Novel Writer when I grow up.
Professional acquaintances may not be aware that…
I was a cheerleader all through junior high and high school – Go Cougars!
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