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The Future of Consumer Insights - Cathay Pacific Insights - Vision Critical

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  • 1. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
  • 2. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.comThank you to our sponsor & partners!Gold SponsorSupported byOrganised by
  • 3. The Future of Consumer Insights:Cathay Pacific InsightsBruce WellsManaging Director and President, Asia Vision CriticalE: Bruce.Wells@visioncritical.comT: +852 9158 8839
  • 4. MR Industry TrendsClient Side MR Professionals:• Losing influence• Losing Budget• MR professionals are still greatly valued, but the skill set mustbecome more accessible, and wide-spreadThe Market Research Industry:• MR is not dying, MR is becoming moreimportant than ever• MR will manifest itself differently insidecompanies• MR skills are becoming more distributed
  • 5. How quickly things have evolved…
  • 6. Clarity of Voice in a Noisy Environment
  • 7. Technology-empowered consumers are forcingcompanies to become “customer-obsessed”.
  • 8. June 6, 2011 “Competitive Strategy In The Age Of The Customer” report.We have now entered the age of the customer
  • 9. Big Dataand WHY NOT?
  • 10. The Impact of the Empowered CustomerThe most proactive CMOs are trying tounderstand individuals as well asmarkets. They are focusing on customerrelationships, not just transactions.IBM Global CMO Study entitled “FromStretched to Strengthened: Insights fromthe Global Chief Marketing Officer Study.”
  • 11. The Engagement and Business Model Has Changed
  • 12. Community customers over the moon
  • 13. Lounge full of our customers..
  • 14. Engaging survey experiences
  • 15. Family Holidays CorporatesToursAccess to real-timeinformation is key to asuccessful and stress freejourney for me and myfamily.I am in charge ofapproximately 30student travellers and weare more likely to useyour airline if I can getupdated informationrelated to logisticalconcerns on my mobile.This helps the customer(to be efficient) as wellas the airline (costseffective) therefore, themore CX enables thecustomer to managethe trip on my own, themore likely that I wouldchoose CX.Customers informed on the go
  • 16. Wish list: tell uswhere you wantto fly at whatprice, we send analert if matchingfareCheck in for bothlegs of yourjourney to savetime on check-inReceive offers aftercheck-in to buyseat upgrades,special mealrequests, loungepassKnow where theshortest immigrationqueue is, how to getthereQuickly testing ideas..
  • 17. I was interested toknow whatimprovements Cathayplan and also to beinvolved with those insome small way.An excellent way to providefeedback on CX product &services - far better thanthose in-flightquestionnaires. Being partof the panel makes you feelcloser to CX..As a loyal CX flyer, I wantedto provide honest andconstructive feedback withan aim to see improvementin its hardware andservices.A proactive and direct wayfor customers to share viewson CX. Reflects CX valuescustomers’ opinions.Why customers joined & how they find it …
  • 18. Top 3 future topics of interest…1. Developing new food menus2. Rating destinations for promotions3. Providing feedback on seats or lounges
  • 19. 96%Do you want an invite to an ongoing panel?
  • 20. “We see our community panelas an on-going conversationwith the people weserve. This meaningfulengagement with our brandgives us richer insight andloyal customers who knowthey have a genuine stake inthe future of our company.”General Manager, Sales and Distribution,Cathay Pacific Airways5,000+ members and growing
  • 21. C H A L L E N G EMedia is a high-stakesand incredibly fast-paced industry.Therefore, rapiddecision making is atop priority.Industry | MediaDiscovery CommunicationsS O L U T I O NDiscovery have a highlycustomized CommunityPanel with uniqueapplications suitable totheir audience.R E S U L T120 plus viewer-focusedinitiatives in little over ayear. Members also helpedlaunch a new TV networkby voicing their opinionson its name, logo andprogramming direction.Client Since | 2011 Panel Size | 15,000 Members" With the Influencer Panel we are able to dosignificantly more research at a fractionof the cost. We’re able to access morethan 15,000 of our viewers every day andturn around research in 24-48 hours,which we do all the time. We love it.“Colby Flint – Corporate Research, DiscoveryCommunicationshttp://www.visioncritical.com/client-stories/discovery-communications
  • 22. Bringing Brand And Customer Togetherhttp://www.visioncritical.com/client-stories/molson-coors
  • 23. Thank youBruce WellsManaging Director and President, Asia Vision CriticalE: Bruce.Wells@visioncritical.comT: +852 9158 8839
  • 24. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.comThank you to our sponsor & partners!Gold SponsorSupported byOrganised by
  • 25. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com