Consumers love innovation, but most brand's innovations are not innovative nor relevant. Uncover how to successfully innovate by hearing consumer's perspective and thinking beyond your category.
Consumers love innovation, but most brand's innovations are not innovative nor relevant. Uncover how to successfully innovate by hearing consumer's perspective and thinking beyond your category.
The market research industry is at the forefront of understanding the changes consumers and companies are going through during these unprecedented times. Many studies and data analyses have been carried out by many research organizations around the world and Romania is no exception. Join us in a three days' event series organized by SORMA, the Romanian Market Research Association, in partnership with ESOMAR, aiming at better equipping clients activating on the Romanian market in responding adequately to the old and new consumer needs: - How have they reacted, attitudinally and behaviourally to the sanitary and the economic crises? - What are the resilient behaviours? What has not changed? - Which are the new consumer expectations towards companies nowadays?Agenda of the day: Welcome: Alina Serbanica, SORMA President and ESOMAR Representative for Romania Introduction: A Radiography of Life in the Time of Covid- Oana Rengle, Moderator and Session Chair A Shopping Basket Radiography during the Pandemic- Bogdana Gheorghe, Managing Director and Gabriela Carstoiu, Business Insights Manager, Retail Zoom Romania, presentation language: Romanian DIGITAL ®EVOLUTION during the Pandemic- Julien Zidaru, Managing Partner, Exact Business Solutions, presentation language: Romanian The aliens have landed!- Siamack Salari, Research Fellow, Kings College London & Founder, Everyday lives Ltd., presentation language: English Panel discussion (English): The future: what will stick & what will change? How can the data and insights collected during the Spring of 2020 help us imagine the future?
The coming of age of Generation Y in the United States represents the largest inflow of new consumers to the U.S. automotive marketplace in over two decades. This paper concerns how and why Honda has approached this new consumer segment in the U.S. market and the subsequent calibration of expectations for a new model introduction - the Honda Element - with emerging market realities.
The digital economy is bringing about major changes in customer expectations and behaviour and in the very nature of business. Companies need to respond to these changes in order to compete. This paper looks at the ways in which Microsoft is responding to these changes, and outlines the continuing evolution of Microsoft's Digital Nervous System.
Expectation research has shown that high quality products, or services coupled with only an effective reactive support mechanism (i.e., a typical customer service function), will not be sufficient to support consumer loyalty into the next decade. Product/service providers must now take the next step; to proactively initiate a mutually beneficial relationship with their customers. This relationship should offer continuous support to the customer thus ensuring a reduction in attrition caused by product/service and process imperfections, the end result being long-term profitability. For the purpose of this paper, the relationship development process will be called proactive relationship management (PRM). Simply stated, PRM is proactive and ongoing communication with the customer via telephone throughout the product/service ownership or use period for the purpose of enhancing the potential of long-term loyalty. The specific benefits of PRM include: Real-time voice of the customer feedback for product/service improvement; Measurement of future product/service expectation; Identification of silent customer dissatisfaction; Enhancement of the ability to predict future purchase activity through customer database management; and most importantly, An increase in repurchase intention or loyalty through the smoothing of transactional dissatisfaction and the development of trust. The PRM process is essentially a customer retention strategy hybrid and should be an integral part of a companys customer service, customer satisfaction, and quality improvement mechanisms. Generally speaking, companies that can overcome the logistics problems associated with identifying each customer on an individual basis, contacting them in an ongoing manner, and offering them support with an effective infrastructure will see the most impact in terms of enhancing the potential acquisition of long-term customer loyalty. This document is just the beginning of ongoing research and concept development in the area of leading edge proactive customer retention and offers the following insight: A detailed explanation of PRM including benefits and pitfalls, implementation methodology, and its role in the corporate customer satisfaction/quality improvement strategy; and, Quantitative research showing consumer expectation and acceptance of PRM and the positive impact it provides on loyalty benchmarks such as customer satisfaction, willingness to recommend, and repurchase intention.
Measurement of consumer expectations and satisfactions has been of long standing concern to consumer behaviour researchers and has been extended, in recent years, by academics and practitioners who have research interests in service quality - where quality is considered to be the difference between consumers expectations and perceptions (satisfactions). Researchers in the Manchester School of Management have developed a portfolio of activities relating to customer satisfactions/quality. Investigations have been largely in the service sector where the characteristics of services (intangibility, heterogeneity, perishability and the inseparability of production and consumption) and, in particular, the role of service employees in the production and delivery of services, have implications for the (quality ot) service which customers expect and receive. Projects have focused on the expectations and satisfactions of both internal and external customers. Attention has been given to the dimensions and determinants of expectations/satisfactions and associated measurement techniques, including SERVQUAL and other rating scales. In this paper, the background to this research activity is presented and a number of projects are referred to, which focus on the measurement of expectations and satisfactions from the perspectives of managers, employees and external customers. The final section deals with some of the measurement problems encountered and suggestions for on-going research.
Through the process of obtaining consumer reactions to a wide variety of public service advertisement, an attempt has been made in this paper to understand the factors that govern consumer expectations of public service advertising. This paper presents the argument that effective public service advertising must not only fulfil the various criteria applicable to effective advertising of any product or service but must also be in line with what consumers expect the advertising to look and feel like. Finally, this paper presents a conceptual framework of the process that consumers go through in arriving at these expectations. This framework, we feel, can be used by researchers to develop measuring instruments which can measure consumer expectations more formally and more effectively.
Local government is going through a period of considerable change in a number of European countries, including France and Britain, as the nature of central-local relations changes. While Britain is centralising power and decision-making, France is devolving these away from Paris. In both countries, however, effective resource management and improving the quality of local public services are high on the agenda of local authorities. There is growing recognition that now, more than ever before, local government needs to know about customer attitudes and expectations. Local authorities are coming increasingly to recognise the practical role survey research can play in monitoring service delivery, in responding to the opinions of both users and non-users of services, and in improving customer care. This paper explores recent research conducted for local authorities in Britain and France. Case histories are used to illustrate the ways in which research is providing a reliable tool for decision-making in both countries. The paper focuses on the use made of survey data by clients keen to respond to changing local needs, with particular reference to the problems facing rural areas, which are not always recognised by central government. The paper demonstrates how research has provided a springboard for action, and provided cost-effective guidance to local planners and policy-makers in both France and Britain.
On both sides of the Atlantic, the race is on to understand and meet customer expectations of service delivery, and research has a key role to play in helping organisations implement and sustain effective customer service programmes. For this paper, the authors have combined their experience of working closely with US and UK clients, across a range of different market sectors, to prepare a recipe for success in achieving good customer service, in which research is a vital ingredient. Two case studies, one from each country, are presented to demonstrate how the recipe ingredients have been blended by two very different organisations to produce uniquely successful service cultures. The authors conclude that detailed applications require informed tailor-making, but that research techniques translate well between cultures and markets, and that the exchange of ideas and experience will continue to benefit both clients and their customers.