Listen to employees with Synthetron online dialogues

Involving >1000 customers in co-creation

How an Italian multipartner loyalty program involved its customers in co-creating new initiatives with the biggest ever virtual focus group.
“Synthetron has proved to be extremely effective in listening to our customers and in getting feedback and new ideas from them. I would have never imagined to collect so many insights in real time, directly from our customers in just 60 minutes!”
Bruno Coletta (Head of Marketing & CRM, PAYBACK Italy)


PAYBACK is a multipartner loyalty Program active in Italy since 2014. With its 12 million consumers and 80+ partner is the largest Italian consumer loyalty Program with a very active CRM program.
The marketing team wanted to identify new insights for new initiatives and to improve the user experience and was looking for a way to actively involved their customers in this.


The team came across Synthetron online dialogues and decided to use this innovative form of virtual focus group to actively involve their customers, listen to the ideas and suggestions and co-create with them new initiatives.

The Synthetron Italian team organized one session with 1300 customers – the biggest (virtual) focus group ever! – and carried out an in-depth analysis of the results.


  • The discussion enabled the Marketing team to validate quantitatively some of the actions already in their pipeline and to identify other new initiatives to put in place.
  • The discussion also confirmed the relationship and the expectations clients have towards the Program – not just from a rationale / features point of view, but also from a more insightful perspective.
  • And, last but not least, consumers really appreciated the Program’s willingness to listen to their thoughts:
      “I appreciated the possibility of giving advice to improve the program”
      “I enjoyed to be able to express my ideas and see what others think about it”
      “I like being an important part of business decisions”