globalpark customer success briefs summer09
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Research panels and communities July 2009
Customer success briefs
TNS: future-proof matters Consumer insights and innovation
2 ©2009 Globalpark
M&M/Mars: chocolate matters Eating around the clock
3 ©2009 Globalpark
ING Direct: money matters Savings all around
4 ©2009 Globalpark
Warner Music: music fans matter Hit-making communities
5 ©2009 Globalpark
Goal Improve campaign effectiveness and
product market share Solution Customer panel and feedback system
incorporating multimedia elements Systematic evaluation of consumer data
alongside expressed attitudinal data specific to multimedia, tv and print campaigns
Results Optimized advertising and campaigns
according to consumer feedback Increased product revenue
August Storck: Candy matters Fast research, long-lasting impact
6 ©2009 Globalpark
Goal Maintain and grow readership across
multiple magazine brands, internationally Solution Customer panel and feedback system Ad hoc rapid cover tests to determine best
cover per distribution area Ongoing reader contests Results Increased sales revenue when using the
rapid cover testing Increased customer engagement, retention
adn loyalty
Condé Naste: readers matter Selected covers fly off the shelves
7 ©2009 Globalpark
Goal Develop deeper and wider relationships with
customers Measure marketing effectiveness Solution Empanel ~3 million customers Capture feedback via engaging “surveys“ for
macro and micro use Integrate with existing CRM system, website Results Reduced sampling costs; leveraged existing
online presence Better insight into customer demands and
marketing needs
Nintendo: gamers matter Relationship marketing wins
8 ©2009 Globalpark
Goal Find and fix defects proactively Ensure market-driven development of new cars for
various target groups
Solution
Continuous, systematic feedback across vehicle lifetime from employees-as-customers
Automated, modular surveys track opinions, performance Fully integrated with ERP system
Results
“Early warning system” for malfunction increases external customer satisfaction
Product and process innovation Increased revenues for new models
Daimler Benz: quality matters Customers and employees drive success
9 ©2009 Globalpark
Goal Deepen customer relationships Gain insights into the why behind the what Apply the same to employees! Solution
Platform to manage formal online surveys, quick polls and observational research
Track opinions, satisfaction and discussions Enable discussion boards, interactivity Work with handsets, tariffs, mobile portals Results
Holistic view of both consumers and staff Accurate insights at a fraction of the time & cost
T Mobile: conversations matter Online community for mobile phone users, staff
10 ©2009 Globalpark
Goal Amplify the voice of the customer
Be able to quickly impact sales
Solution
1.5 million member panel community
Recruitment with valued customer club, newsletters and raffles
Systematic product testing; Coupon incentives
Results
Increased revenue for market-driven products and campaigns (compared with control)
On-demand lever to spike sales (coupon incentives) Engaged and loyal customers
Esprit: fashion matters On-demand access to large customer base
11 ©2009 Globalpark
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