Our seven corporate values include: Client Dedication, Excellence, Integrity, Respect, Adventure, Energy and Ownership.
Here is a peek into what those values mean to all of us at Communispace…
15 January 2010
Our seven corporate values include: Client Dedication, Excellence, Integrity, Respect, Adventure, Energy and Ownership.
Here is a peek into what those values mean to all of us at Communispace…
Our seven corporate values include: Client Dedication, Excellence, Integrity, Respect, Adventure, Energy and Ownership.
Here is a peek into what those values mean to all of us at Communispace…
15 October 2009
In 2006, I told the CEO of a major grocery chain that he should consider having a large space in the stores dedicated to customer service and events. He told me I didn’t understand his business, and that every square inch of the store needed to be stocked with product—to maximize revenue per square foot.
I’m not a grocery expert, so I backed off.
In 2006, I told the CEO of a major grocery chain that he should consider having a large space in the stores dedicated to customer service and events. He told me I didn’t understand his business, and that every square inch of the store needed to be stocked with product—to maximize revenue per square foot.
I’m not a grocery expert, so I backed off.

Fast forward to 2009… my recent trip to London. Here’s a photo of the inside of one of the most successful retail stores in London.
Of course, it’s an Apple store, but it certainly looks more like a hotel lobby. As my good friend and colleague Jeffery Rayport reminded me a few weeks ago—at a minimum, this is not a retailer that maximizes revenue per square foot by filling its space chock-full of product. All of the pundits have compared Apple’s numbers to several competitors, but the numbers do underscore the power of community and its ability to shape the buying experience: you can increase revenue per square foot by getting your customers and their friends to fill your retail space—instead of walking sideways down the aisles, worried about knocking over stacks of products. Right in the above photo, taken randomly from my blackberry, we see all of the new buzzwords: word-of-mouth marketing, ratings-and-reviews, and more. And, if you look at the photo below, we see true engagement.

I’ve shown these photos to many people at Communispace. It helps to create for us a picture of what is hopefully going on in our own communities. Surely, we are increasing peoples’ “purchase intent” or their “customer loyalty” or their NPS score, but hopefully we are also creating much more than that: a meeting place that transforms the relationship that companies have with their customers.
Diane,
Great post, it would be so cool if a grocery store had more of a community aspect. They are common points in every neighborhood.
I was in the Theater District of Boston a couple of days ago where there is a Stabucks and Dunkin’s literally 10 steps away from each other. Faced with the question of where to caffinate, I took one look at the assembly line of DD and made my way to the living room of the Bucks. I wasn’t playing on hanging out at either but I appreciated Starbucks invitation.
-Marcus
Interesting article. Can people get as excited about milk and bananas as they do about Apples, though? Do supermarkets really need to get people excited about staple products?
Diane, reading this post, I instantly thought of the Wegmans grocery store near where my parents live in upstate NY. Whenever I visit them, I like to stop there once or twice for some “shopping” — which always turns into an hours-long experience, as they have an in-house coffee shop, pizza, sushi, vegetarian buffett, deli and in-house dining area. The store also has a childcare center and offers cooking classes for the community. I’m surprised more grocery stores haven’t jumped into this kind of multi-faceted food experience business.
Indeed customer engagement starts off with real value in a shops’ products and services combined w/ genuine hospitality. The customer experience & sat would benefit greatly when other segments in retail (or beyond for that matter) would apply the Apple example to make the difference. Think of eg automotive dealerships: the other day I waited for 2 h for my saab to be fixed in a non-heated office that did not have WiFi, being served very dark tea, in isolation from other people waiting. Why not offer services on demand eg a productive workspace, a gaming area for kids, an infotainment area showing footage on the journey of a new car from R&D to factory to dealership and a networking area to get to know other customers in-person and online – to share experiences on the car and the dealer’s service yet also for business networking (?!).
Diane, My first job (25 yrs ago!) was with The Hudson’s Bay Company, the world’s oldest retail department store, based here in Toronto. Our President felt that all merchandise should be on the retail floor, not in the stock rooms. He was quite right at that time. In this day, less floor space for merchandise would leave more room for an augmented customer experience, potentially opening up space for customers to congregate, try out product and meet people from the brands they are seeking to purchase and exchange experiences. Stores should be physical brand hubs, places where people talk and socialize – like the village square of old. Cheers, Ted.
Actually, here in MD (USA), I was told by one of the managers of the local Apple Store, that in the US the Apple stores have one of the highest if not the highest revenue per square foot!
2 October 2009
Brian Collins, Chairman and Chief Creative Officer at Collins, an innovation-led brand building firm, sits down with Diane Hessan to talk about design, brand steward-ship, generation Y, and Pinocchio.
Brian Collins, Chairman and Chief Creative Officer at Collins, an innovation-led brand building firm, sits down with Diane Hessan to talk about design, brand steward-ship, generation Y, and Pinocchio.
Diane,
Nice interview w/ Brian Collins. I recently saw him speak at MassArt. He is such an inspiration. He is what we should all aspire to be: one who loves what we do and uses it to bring about positive change in the world.
22 July 2009
There are many things that make me proud of Communispace, but towards the top of my list is that we spend nearly $1MM/year on research. Although this is not a revenue-generating part of the company, we invest this money to keep on the cutting edge of relevant issues and trends affecting our clients, and to answer our clients’ questions with integrity.
There are many things that make me proud of Communispace, but towards the top of my list is that we spend nearly $1MM/year on research. Although this is not a revenue-generating part of the company, we invest this money to keep on the cutting edge of relevant issues and trends affecting our clients, and to answer our clients’ questions with integrity.
Consider these questions, which we get on a daily basis:
The work done by our research and innovation team has helped us answer these questions and more, eliminating the need for us to “wing it” with our clients.
Recently, the team has completed two fascinating pieces of work that have changed my view of the world. The first, C-Suite to Main Street: Bridging the Divide, underscores the differences between the lives of executives and the consumers they target during this tough economy; it reminded me of the bubble many of us live in and what a terrible time it is to lose touch with customers.
In the newly released second study, Breakthroughs without Borders, we explore the richness of our multicultural communities—which busts myths about what a “household” is or how “consumers want to be in control.” We have two versions of these reports—one for you quant jocks who need the detail, and an easy reading booklet version that you can take to the beach and impress your friends with.
Happy reading, and please send us your feedback!
I really liked your line graphs of similarities between China and the US. Very enlightening. Thanks! Ann
It’s fantastic to hear the employees speak so enthusiastically about the values at Communispace. It must be refreshing to work in a positive, team-oriented environment where (my favorites) excellence, energy and client dedication are so revered. Communispace sets a great example!
Passionate employees attract passionate customers. It was fantastic to watch the video and see a very diverse group of people raving about the organization. What is even more fantastic is that folks really feel like that about the organization without the camera in front of them. You can hear it in the community in casual conversations and it makes Communispace a very attractive place, especially for a seasoned professional who has seen less passionate environments. It also keeps the corporate cockroaches away (I have written a blog post on that issue).
That all said, I have recently interviewed with Communispace and though I have lost out to a better qualified candidate (like it should be), I will continue following the organization, because it is definitely the company I would like to work for!