The volatility of the airline business, navigating oil prices, the environment, exchange rates, etc.makes CX investment decisions very challenging. Monetising NPS and creating a calculator to identify economic return enabled us to gain buy-in for US$4 million of CX improvements only a few weeks after implementation (such as more comfortable seating, tastier flight meals or more engaging in-flight entertainment). A series of interviews with key stakeholders helped create engagement with the project, and identified needs and challenges. The business needed a single framework that was consistent, simple and accurate. By using a Voice of the Customer data collection programme, integrating data from multiple sources and analysing the data from multiple perspectives, we were able to link flight touch-points to NPS which, in turn, linked to customer churn and revenue. Teams now use an interactive calculator to identify the return to the business by inputting target segments, market conditions and expected change in touch-point performance. This attaches a monetary return to CX and teams quickly secured investment of US$4 million.
A story of resilience and positivity from the Founder of Relish. With innovation a core strength of the team, this insight agency decided to put their money where their mouth is right behind a new brand of face mask, Curb Masks. Should insight agencies stray into product development or other areas of potential income generation? What lessons can we learn from encouraging an entrepreneurial mindset in our teams?
Heineken will share its experience in creating a cloud-based platform to socialize insights and drive marketing collaboration, and demonstrate how this tool enabled them to address human motivations and stay true to their positioning.
Heineken will share its experience in creating a cloud-based platform to socialize insights and drive marketing collaboration, and demonstrate how this tool enabled them to address human motivations and stay true to their positioning.
The socially-responsible Fabindia is significantly investing in creating a unique 'Data Management Platform' & 'Customer Information & Insights Management System (CIIMS) that will result in a never-before 'Single Customer View'. Our belief is that a data-led, richer knowledge of customers & consumption patterns across diverse categories will be able to drive insight-led cross-functional decision making in 'business critical' areas - decisions that will directly impact Revenue & Margin upsides. Having successfully celebrated India's artisanal & craft traditions for over 60 years, Fabindia knows what got it here may not take it much further. By investing in its institutional capacity on Customer Centricity, it is confident about growing 3x over 5 years in one of the world's most exciting & fastest growing economies.
The socially-responsible Fabindia is significantly investing in creating a unique 'Data Management Platform' & 'Customer Information & Insights Management System (CIIMS) that will result in a never-before 'Single Customer View'. Our belief is that a data-led, richer knowledge of customers & consumption patterns across diverse categories will be able to drive insight-led cross-functional decision making in 'business critical' areas - decisions that will directly impact Revenue & Margin upsides. Having successfully celebrated India's artisanal & craft traditions for over 60 years, Fabindia knows what got it here may not take it much further. By investing in its institutional capacity on Customer Centricity, it is confident about growing 3x over 5 years in one of the world's most exciting & fastest growing economies.
The Consumer Decision Journey is one of the most researched areas in the marketing community. However, it's still a challenge for many companies to transform insights obtained through this model into actions that deliver revenues. To truly leverage the power of consumer data and turn it into impactful marketing results, we have developed a framework to bridge data on what consumers are seeing, thinking, experiencing and doing to offer a total view of the consumer journey. Based on the framework, we have also built an analytical engine that takes in current and historical data of hundreds of brands in Asia. Through this engine, we can track and monitor how well brands are converting consumers through the value chain and rapidly identify and size (in dollar terms) the opportunities for revenue growth and what brands must do to unlock them.
The Consumer Decision Journey is one of the most researched areas in the marketing community. However, it's still a challenge for many companies to transform insights obtained through this model into actions that deliver revenues. To truly leverage the power of consumer data and turn it into impactful marketing results, we have developed a framework to bridge data on what consumers are seeing, thinking, experiencing and doing to offer a total view of the consumer journey. Based on the framework, we have also built an analytical engine that takes in current and historical data of hundreds of brands in Asia. Through this engine, we can track and monitor how well brands are converting consumers through the value chain and rapidly identify and size (in dollar terms) the opportunities for revenue growth and what brands must do to unlock them.