using guest’s comments or complaints and putting them to good use. This is also considered
market research within a company. People are paid to listen to the guest’s comments, and as a
result Target has a huge amount of returning guests.
Target also uses ‘energizing’. Target generally has a positive flow through word of mouth.
Target could benefit from using ‘talking with groundswell’. Target could benefit from engaging
in more social media. Possibly posting a viral video, engaging in social networks, or joining the
blogosphere. This type of exposure could benefit Target because it will reach a broader range of people.
Li, C. & Bernoff, J. (2008). groundswell. Boston, MA: Forrester Research.
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