Globalpark Customer Success Briefs Summer09


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Globalpark compilation of customers with research panels and communities

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Globalpark Customer Success Briefs Summer09

  1. 1. Customer success briefs Research panels and communities July 2009
  2. 2. TNS: future-proof matters Consumer insights and innovation ©2009 Globalpark 2
  3. 3. M&M/Mars: chocolate matters Eating around the clock ©2009 Globalpark 3
  4. 4. ING Direct: money matters Savings all around ©2009 Globalpark 4
  5. 5. Warner Music: music fans matter Hit-making communities ©2009 Globalpark 5
  6. 6. August Storck: Candy matters Fast research, long-lasting impact Goal   Improve campaign effectiveness and product market share Solution   Customer panel and feedback system incorporating multimedia elements   Systematic evaluation of consumer data alongside expressed attitudinal data specific to multimedia, tv and print campaigns Results   Optimized advertising and campaigns according to consumer feedback   Increased product revenue ©2009 Globalpark 6
  7. 7. Condé Naste: readers matter Selected covers fly off the shelves Goal   Maintain and grow readership across multiple magazine brands, internationally Solution   Customer panel and feedback system   Ad hoc rapid cover tests to determine best cover per distribution area   Ongoing reader contests Results   Increased sales revenue when using the rapid cover testing   Increased customer engagement, retention adn loyalty ©2009 Globalpark 7
  8. 8. Nintendo: gamers matter Relationship marketing wins Goal   Develop deeper and wider relationships with customers   Measure marketing effectiveness Solution   Empanel ~3 million customers   Capture feedback via engaging “surveys“ for macro and micro use   Integrate with existing CRM system, website Results   Reduced sampling costs; leveraged existing online presence   Better insight into customer demands and marketing needs ©2009 Globalpark 8
  9. 9. Daimler Benz: quality matters Customers and employees drive success Goal   Find and fix defects proactively   Ensure market-driven development of new cars for various target groups Solution   Continuous, systematic feedback across vehicle lifetime from employees-as-customers   Automated, modular surveys track opinions, performance   Fully integrated with ERP system Results   “Early warning system” for malfunction increases external customer satisfaction   Product and process innovation   Increased revenues for new models ©2009 Globalpark 9
  10. 10. T Mobile: conversations matter Online community for mobile phone users, staff Goal   Deepen customer relationships   Gain insights into the why behind the what   Apply the same to employees! Solution   Platform to manage formal online surveys, quick polls and observational research   Track opinions, satisfaction and discussions   Enable discussion boards, interactivity   Work with handsets, tariffs, mobile portals Results   Holistic view of both consumers and staff   Accurate insights at a fraction of the time & cost ©2009 Globalpark 10
  11. 11. Esprit: fashion matters On-demand access to large customer base Goal   Amplify the voice of the customer   Be able to quickly impact sales Solution   1.5 million member panel community   Recruitment with valued customer club, newsletters and raffles   Systematic product testing; Coupon incentives Results   Increased revenue for market-driven products and campaigns (compared with control)   On-demand lever to spike sales (coupon incentives)   Engaged and loyal customers ©2009 Globalpark 11