the future of consumer insights - cathay pacific insights - vision critical
TRANSCRIPT
Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Thank you to our sponsor & partners!
Gold Sponsor
Supported by
Organised by
The Future of Consumer Insights:
Cathay Pacific Insights
Bruce Wells Managing Director and President, Asia Vision Critical
T: +852 9158 8839
MR Industry Trends
Client Side MR Professionals:
• Losing influence
• Losing Budget
• MR professionals are still greatly valued, but the skill set must
become more accessible, and wide-spread
The Market Research Industry:
• MR is not dying, MR is becoming more
important than ever
• MR will manifest itself differently inside
companies
• MR skills are becoming more distributed
How quickly things have evolved…
Clarity of Voice in a Noisy Environment
Technology-empowered consumers are forcing companies to become “customer-obsessed”.
June 6, 2011 “Competitive Strategy In The Age Of The Customer” report.
We have now entered the age of the customer
Big Data
and WHY NOT?
The Impact of the Empowered Customer
The most proactive CMOs are trying to
understand individuals as well as
markets. They are focusing on customer
relationships, not just transactions.
IBM Global CMO Study entitled “From
Stretched to Strengthened: Insights from
the Global Chief Marketing Officer Study.”
The Engagement and Business Model Has Changed
Community customers over the moon
Lounge full of our customers..
Engaging survey experiences
Family Holidays Corporates Tours
Access to real-time information is key to a
successful and stress free journey for me and my
family.
I am in charge of approximately 30
student travellers and we are more likely to use your airline if I can get updated information related to logistical
concerns on my mobile.
This helps the customer (to be efficient) as well
as the airline (costs effective) therefore, the
more CX enables the customer to manage
the trip on my own, the more likely that I would
choose CX.
Customers informed on the go
Wish list: tell us where you want
to fly at what price, we send an alert if matching
fare
Check in for both legs of your
journey to save time on check-in
Receive offers after check-in to buy seat upgrades, special meal
requests, lounge pass
Know where the shortest immigration queue is, how to get
there
Quickly testing ideas..
I was interested to know what
improvements Cathay plan and also to be
involved with those in some small way.
An excellent way to provide feedback on CX product & services - far better than
those in-flight questionnaires. Being part of the panel makes you feel
closer to CX..
As a loyal CX flyer, I wanted to provide honest and
constructive feedback with an aim to see improvement
in its hardware and services.
A proactive and direct way for customers to share views
on CX. Reflects CX values customers’ opinions.
Why customers joined & how they find it …
Top 3 future topics of interest…
1. Developing new food menus
2. Rating destinations for promotions
3. Providing feedback on seats or lounges
96%
Do you want an invite to an ongoing panel?
“We see our community panel as an on-going conversation
with the people we serve. This meaningful
engagement with our brand gives us richer insight and loyal customers who know
they have a genuine stake in the future of our company.”
General Manager, Sales and Distribution, Cathay Pacific Airways
5,000+ members and growing
C H A L L E N G E
Media is a high-stakes
and incredibly fast-
paced industry.
Therefore, rapid
decision making is a
top priority.
Industry | Media
Discovery Communications
S O L U T I O N
Discovery have a highly
customized Community
Panel with unique
applications suitable to
their audience.
R E S U L T
120 plus viewer-focused
initiatives in little over a
year. Members also helped
launch a new TV network
by voicing their opinions
on its name, logo and
programming direction.
Client Since | 2011 Panel Size | 15,000 Members
" With the Influencer Panel we are able to do
significantly more research at a fraction
of the cost. We’re able to access more
than 15,000 of our viewers every day and
turn around research in 24-48 hours,
which we do all the time. We love it.“
Colby Flint – Corporate Research, Discovery
Communications
http://www.visioncritical.com/client-stories/discovery-communications
Bringing Brand And Customer Together
http://www.visioncritical.com/client-stories/molson-coors
Thank you
Bruce Wells Managing Director and President, Asia Vision Critical
T: +852 9158 8839
Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Thank you to our sponsor & partners!
Gold Sponsor
Supported by
Organised by
Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com