How General Motors hears the voice of the customer - learnings from ARF Re:think 2013

Geoffrey Precourt
Warc

Lori Kneisler was puzzled by a bumper sticker she saw one morning in traffic on her way to work. Inside an oval, in black letters against a white background, was the simple message "26.2".

But, in truth, she didn't think much of it until she spotted another message - same black-and-white oval, same medium - with the notation "13.1". "I knew they were related, because they had the same design. The only thing that was different was the numbers. I was embarrassed I didn't know what they meant," she said.

Flash forward a few days: Kneisler arrives at her health club and, yes, sees a be-stickered automobile. But in this case, there were two ovals: one again read "13.1", and the other "10K".

"And then I got it," she revealed. "It was because of the context - the context of my health club." The figures stood for marathon lengths: 26.2 was the distance of a full marathon in miles; 13.1 marked a half-marathon; and 10K was a 10-kilometer road race.


Lori Kneisler addresses the ARF Re:think 2013 audience
Photo credit: Doug Collazo