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”.
How a retailer used Synthetron Proposition lab to test a new concept in an efficient way
A large online department store in The Netherlands wnated to test new concepts for specific target audience in a predefined age group as part of the multi-channel sales strategy of the company.
Approximately 20 consumers in the targeted customer segment were invited to join the one hour Proposition Lab – a virtual workshop session a real-time Synthetron discussion- to review the developed concept.
The proposition lab gave useful insights into how to develop the concept further. This was done much quicker than with
traditional research, with a better geographical spread, cheaper and in a multitasking environment.
How a financial institution used Synthetron’s Customer Mindset Profile method to understand more about the customers’ mindset and adapt its language.
The financial world has been through a very rough ride in the last 5 years. Many financial service companies have gone under, been re-organised or taken over, or only survived thanks to state interventions.
In that context, a leading European financial service company wanted to regain customer confidence by aiming for a respectful, meaningful and honest relationship with all their customers based on a truly customer focused approach and behaviour linked to the core values of the company.
The management team wanted to go one step beyond the usual insights on customer needs and wants to understand more about the customers’ mindset and relationship with financial service companies.
We set up two Synthetron on-line dialogues: one with a group of frontline financial advisors (employees) who are in daily contact with the customers, the other with a group of representative customers. The topics for the discussions were carefully selected to enable the employees and customers to have free flowing and rich dialogues with an appropriate level of interaction between the participants in each on-line sessions.
Such a set up also allows for a gap analysis on the language used by the two groups.
The linguistic analysis revealed some interesting insights.
For instance, the customer mindset is very much focused on the avoidance of any financial risk, with clear implications for the communication strategy of the financial service company:
- more focus on security and stability of the company and less on innovation or being different,
- more focus on what the customer wishes to avoid (instead of what they want),
- more personal, less business-like communication,
- more new financial service opportunities proactively pitched to customers.
Based on these findings the financial service company could put more emphasis on the concerns of the customers, what problems they have, what risks they want to avoid and how the company can help to avoid them.
How the General communications regulator for Ireland collected in-depth feedback about the impact of the postal market liberalisation on customers.
Comreg is the general Communications regulator for Ireland, covering almost all possible types of communications. In this capacity, it acts as the National Regulatory Authority for the Postal Sector in Ireland. John Hearn, Comreg’s Manager for Postal Liberalisation initially conducted a series of “physical” conferences to collect feedback about the impact of the postal market liberalisation.
He wanted however to collect additional insights to fully understand what benefits might be expected for all types of customers of postal services in Ireland, after the full opening of the Irish postal market due by the end of 2010.
Synthetron solution was used to engage both the service providers and the representatives of customers in a different way through a single cyber-discussion.
The script for the online debate on “Understanding and ensuring the benefits to all consumers from a competitive postal market” was developed by Paul R. Kleindorfer, Distinguished Research Professor, INSEAD, an expert in the field of postal deregulation. Prof. Kleindorfer also facilitated the debate among the conference participants and wrote the report documenting on the outcome of the Synthetron session.
Synthetron enabled to collect feedback in a very efficient way. Indeed, holding a conventional type of meeting is time consuming for both Comreg and the participants. The need to spend at least half a day at such symposium, plus the travelling time inevitably restricts the participation of many stakeholders; especially those who live some distance from the venue.
Also, the Synthetron dialogues ensured that every participant got the opportunity to make his/her point.