respect as a value-proposition ™. the campbell-ewald vision 2 to understand consumer values,...
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Respect as a Value-Proposition
™
The Campbell-Ewald VisionThe Campbell-Ewald Vision
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To understand consumer values, lifestyles, To understand consumer values, lifestyles, belief systems and decision processes belief systems and decision processes better than any other organization in the better than any other organization in the advertising / marketing communications advertising / marketing communications business and to create the most effective business and to create the most effective communications which inform and motivate communications which inform and motivate consumers based on this understanding.consumers based on this understanding.
Campbell-Ewald Fusion Process™
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The gapThe gap
• Most companies’ efforts internally focused
– “How do we react when someone tries to access the company?” versus “How can we proactively reach out and make a difference?”
Reactive Inside Proactive Outside
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• Reviewed the best aspects of the best of human relationships…and adapted themfor improved marketing
• Boiled down to five simple behaviors that can make a world of difference…all based on respect
• Validated by proprietary research (Campbell-Ewald Respect Deficit Study)
• Reviewed the best aspects of the best of human relationships…and adapted themfor improved marketing
• Boiled down to five simple behaviors that can make a world of difference…all based on respect
• Validated by proprietary research (Campbell-Ewald Respect Deficit Study)
Campbell-Ewald insight
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The People Principles
Admit it. You goofed.
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22
33
44
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Appreciate me.
Intentions don’t matter. Actions do.
Listen…then you’ll know what I said.
It’s about me. Not about you.
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Methodology
– Four page customer mail survey
– Fielded in January 2003 by Synovate & C/E
– Mailed to customers of three Campbell-Ewald clients:• Insurance Category
• Airlines Category
• Retail Category
– Clients provided mailing lists
– Survey informed by people principles
– Study sponsor was not identified
Linking Respect to LoyaltyLinking Respect to Loyalty
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Questionnaire TopicsQuestionnaire Topics
Brand & Category Usage
Satisfaction
Overall Brand Opinion
Differentiation
Future Usage Intent
Likelihood Of Switching
Attribute Ratings• Category/brand drivers• “Respect” • People Principle interpretations
Demographics
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Brand Loyalty ModelBrand Loyalty Model
Relationship
Opinion AboutAlternatives
Superiority OnWhat’s Important
Ability To MeetPerson’s Needs
Interest In SeekingOther Choices
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Brand Loyalty ModelBrand Loyalty Model
Potential
Expected ChangeIn Brand Use
Expected ChangeIn Category Use
Propensity To SwitchFrom Other Choices
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Validated Brand Loyalty ModelRelationship• Ability to meet person’s needs
• Superiority on what’s important
• Opinion about alternatives
• Interest in seeking other choices
Potential• Expected change in category use
• Expected change in brand use
• Propensity to switch Loyalty SegmentationCustomers• Dynamic• Stable• Challenging• Reluctant
Prospects• Dynamic• Stable• Challenging• Reluctant
Loyalty Scoring Drives Segmentation/TargetingLoyalty Scoring Drives
Segmentation/Targeting
BrandLoyalty Scoring
• Customer life time value
• Value Simulator
• Attrition Models
Business Planning
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Campbell-Ewald Respect Validation Study
Campbell-Ewald Respect Validation Study
BrandLoyalty Scoring
Validated Brand Loyalty ModelRelationship• Ability to meet person’s needs
• Superiority on what’s important
• Opinion about alternatives
• Interest in seeking other choices
Potential• Expected change in category use
• Expected change in brand use
• Propensity to switch
Respect
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Respect was found to be a significant driver of loyalty for all three brands included in Campbell-Ewald study
Role Of RespectRole Of Respect
• Insurance
• Airlines
• Retail
Respect Correlation w/Loyalty .73
.69
.53
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Loyalty MapLoyalty Map
Reluctant
Challenging
Stable
DynamicP
ote
nti
al
Relationship0 100
010
0
70
60
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Insurance Loyalty MapInsurance Loyalty Map
Reluctant: 25%
Challenging: 5%
Stable: 21%
Dynamic: 48%
Weak Strong
Low
High
Po
ten
tia
l
Relationship
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Reluctant: 25%
Challenging: 5%
Stable: 21%
Dynamic: 48%
Weak Strong
Low
High
MessagingOpportunity:
Thank Customers & Tell Them They’re Appreciated
MessagingOpportunity:
Offer New Solutions; Inform Them Of Other Ways You Can HelpMessaging
Opportunity:Inform CustomersOf New Relevant
Points OfDifference
Insurance Loyalty MapInsurance Loyalty Map
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Insurance Loyalty Driver AnalysisInsurance Loyalty Driver Analysis1. Provides excellent
customer service
2. Interested in listening to what’s important to me
3. Agents are trained in solving customers’ problems
4. Has a good reputation
5. Takes care of problems quickly
6. Makes me feel respected as a customer
7. Is honest & open w/me when dealing w/problems
8. Works w/me to find customized solutions
9. Lets me know they appreciate my business
10. Provides me with information that is important to me
11. Has knowledgeable agents
12. Honors commitments and promises they’ve made to me
13. Provides varied coverage to meet my unique needs
14. Rewards me for repeat business
15. Keeps me informed about the status of claims
16. Notifies me of available discounts
17. Gives me options for solving problems
18. Wants to hear from me if I ever have a problem
19. Agents contact me w/information about new products/services
20. Has friendly & courteous agents
21. Acknowledges if I am a loyal customer
22. Seek feedback to see if performance meets my expectations
23. Offers reasonable rates
24. Acknowledges when they have made a mistake
25. Handles claims in a timely manner
26. Has advertising that appeals to me
27. Doesn’t place own interests above customer’s
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Loyalty
Excellentcustomerservice
Interestedin listening
to meReasonable
rates
Wants to hear ifhave problems
Providesimportant
information
Makes me feel respected
Friendly &courteous
Agents offernew products
Good reputation
Acknowledges meas loyal customer
Knowledgeableagents
Acknowledgesmistakes
Appreciatemy business
Varied coverage
Customizedsolutions
Keeps me informedabout claim status
Timely claimhandling
Honest/openabout problems
Agentstrained
Honorscommitments
Handlesproblems quickly
Reward me forrepeat business
Options forsolving
problems
Notify me ofdiscounts
Insurance Loyalty Driver AnalysisInsurance Loyalty Driver Analysis
Seek feedback- if met
expectations
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Excellentcustomerservice
Reasonablerates
Wants to hear ifhave problems
Providesimportant
information
Makes me feel respected
Friendly &courteous
Agents offernew products
Loyalty
Interestedin listening
to me
Good reputation
Acknowledges meas loyal customer
Knowledgeableagents
Acknowledgesmistakes
Appreciatemy business
Varied coverage
Customizedsolutions
Keeps me informedabout claim status
Timely claimhandling
Honest/openabout problems
Agentstrained
Honorscommitments
Handlesproblems quickly
Reward me forrepeat business
Options forsolving
problems
Notify me ofdiscounts
Insurance Loyalty Driver AnalysisInsurance Loyalty Driver Analysis
Seek feedback- if met
expectations
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Excellentcustomerservice
Reasonablerates
Providesimportant
information
Makes me feel respected
Friendly &courteous
Agents offernew products
Interestedin listening
to me
Acknowledgesmistakes
Varied coverage
Customizedsolutions
Keeps me informedabout claim status
Timely claimhandling
Honest/openabout problems
Honorscommitments
Handlesproblems quickly
Reward me forrepeat business
Options forsolving
problems
Notify me ofdiscounts
Insurance Loyalty Driver AnalysisInsurance Loyalty Driver Analysis
Wants to hear ifhave problems
Loyalty
Good reputation
Acknowledges meas loyal customer
Appreciatemy business
Seek feedback- if met
expectations
Knowledgeableagents
Agentstrained
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cRm Integration in Campbell-Ewald Fusion Process™
ResearchAudit
DatabaseAudit
TouchpointAudit
Key ManagerAudit
Respect EquityTracking
Retention/Sales Reports
WinbackReports
CustomerRespectExploration
RespectEquityStudy
CommunicationsDevelopment
Research
RespectEnhancement
Plan
RespectDeliveryMapping
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