Always on Research - Communities - Scott Lee

1. A
Presenta*on
from
the
NewMR
Communi*es
Event
15
February
2013
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
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informa:on
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visit
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Event
Sponsor
‘Always
On’
Research
Sco?
Lee
ABN
Impact

2. Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013
LONDON: February 28th, 2013
‘Always On’ Research
Come to the light
Quick set up panel: Cathay Pacific Airways
Scott Lee
Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013

3. Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013
Amazonise Cathay Pacific

4. Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013
Of course we can
set up a
community…..
…. in one week

5. Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013
www.cathaypacificinsights.com

6. Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013
More than
Miles…

7. Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013
Fun-seekers
DINKs
Family Holidays CorporatesTours
Grey Packers
SMEs Conferences
Lounge full of our customers..

8. Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013
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..

9. Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013
Family Holidays CorporatesTours
Access
to
real-­‐:me
informa:on
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
informa:on
related
to
logis:cal
concerns
on
my
mobile.
This
helps
the
customer
(to
be
efficient)
as
well
as
the
airline
(costs
effec:ve)
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

10. Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013

11. Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013
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
be?er
than
those
in-­‐flight
ques:onnaires.
Being
part
of
the
panel
makes
you
feel
closer
to
CX..
As
a
loyal
CX
flyer,
I
wanted
to
provide
honest
and
construc:ve
feedback
with
an
aim
to
see
improvement
in
its
hardware
and
services.
A
proac:ve
and
direct
way
for
customers
to
share
views
on
CX.
Reflects
CX
values
customers’
opinions.
Why customers joined & how found it..

12. Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013
Engaging survey experiences helped

13. Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013
Everywhere and anywhere..
8% 12% 80%

14. Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013
96%
Do you want an invite to an ongoing
panel?

15. Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013
Top 3 future topics of interest…
1. Developing new food menus
2. Rating destinations for promotions
3. Providing feedback on seats or lounges

16. Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013
“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.”
Alex McGowan, General Manager,
Sales and Distribution, Cathay Pacific
Airways

17. Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013
Moving to ongoing community

18. Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013
Q & A
Scott Lee, ABN Impact, Hong Kong
Session 1: Research Communities, March 15, 2013
Q
&
A
Scott Lee
ABN Impact
Peter Harris
Vision Critical