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Leveraging Private-Sector Learning for the Transportation Industry
THE NEW PULSE OF THE CONSUMER
January 22, 2012
Abt SRBI | pg 2Confidential. All Rights Reserved.
Trends in Private-Sector Research
The volume of information can be overwhelming
Companies are racing to catch up and adapt
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Consumers are changing at the speed of light
Rapidly evolving technology and communication channels are changing consumer habits
Abt SRBI | pg 3Confidential. All Rights Reserved.
How has the Consumer Changed?
Technology has shifted how consumers socialize, shop and interact
The ability to influence others has grown exponentially
Consumers expect more from brand interactions
One-way messaging is being replaced by conversations
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Lets take a closer look at Social Media…
Abt SRBI | pg 4Confidential. All Rights Reserved.
Social Media Across the Globe
Abt SRBI | pg 5Confidential. All Rights Reserved.
We are Becoming Social Consumers
Online Social Networks and Blog sites rule Americans’ Internet time, accounting for 23 percent of time spent online.
More than twice the amount of time spent on the #2 category, Online Games.
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www.getsatisfaction.com
Source: Nielsen, May 2011
Abt SRBI | pg 6Confidential. All Rights Reserved.
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One Breakthrough Book – Empowered The Central Idea Behind Empowered?
We must respond to customers' escalating power.
“…people generate 500 billion online influence impressions on each other every year…. this influence is highly concentrated — 16% of the people generate 80% of the influence.“
Why is This So Important?
Bernoff J., & Schadler T. (2010). Empowered. Harvard Business Review Press.
Abt SRBI | pg 7Confidential. All Rights Reserved.
Social Media is Here to Stay
Consumer habits have changed
Customers want to engage more than ever… on their terms
Jumping in without a plan and the appropriate resources in place can be dangerous
Making connections that fit your consumers and business is the key to success
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Abt SRBI | pg 8Confidential. All Rights Reserved.
The Channels are Always Changing
Abt SRBI | pg 9Confidential. All Rights Reserved.
How is the Private-Sector Responding?
ADAPTING:– Getting connected
– Evolving business practices
– Deploying resources
COLLABORATING:– Recognizing that conversations are
cross-functional
ENGAGING:– Employees and customers are
fueling innovation, solving problems and acting as brand ambassadors
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“The issue of social digital media – that train has left the station. It is a runaway train, and it’s not coming back. And as a result of that the understanding, the capability, the insight that goes along with emotionally engaging with people through these channels is mission critical to any enterprise.”
– Howard Schultz
Abt SRBI | pg 10Confidential. All Rights Reserved.
The Future Role of Research
Consider all sources of feedback in Research planning
Structure, analyze and interpret feedback to deliver deeper insights
RESEARCH
Customer Relations
PR
Marketing
Operations
R&D
DEEPERINSIGHTS
Abt SRBI | pg 11Confidential. All Rights Reserved.
New Private Sector Research Tools
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Command Centers
Ideation Sites
Communities
Abt SRBI | pg 12Confidential. All Rights Reserved.
Southwest is Connected
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http://www.slideshare.net/christi5321/join-the-conversation-2176989
Abt SRBI | pg 13Confidential. All Rights Reserved.
Starbucks is Engaged
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Over 250,000 registered members have submitted 100,000 ideas. Successful loyalty programs were among the 100 initiatives launched in response to these customer ideas.
“In less than 90 days, Starbucks became the number one company in America in terms of revenue and frequency of people paying for something on their smart phone at Starbucks. However, we were able to create significant awareness and relationships with our customers as a result of using social and digital media to explain it, to talk about it, and it had a life of its own.” – Howard Schultz
Over 27,000,000 fans globally
http://boomertechtalk.com/howard-schultz-on-the-importance-of-social-media-for-business/
1,000,000+ followers
http://techcrunch.com/2009/07/20/the-most-engaged-brands-on-the-web/
Ranked #1 most engaged brand online in July, 2009.
Abt SRBI | pg 14Confidential. All Rights Reserved.
Other Best Practices
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Transportation Applications
Improve Response Rates
Reduce Costs
Supplement Insights
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Improve Response Rates and Reduce Costs
Social Media
Online Phone
MobileText or Web
\www.\www.
Invitations By:
Country
Language
Mode
Route
Vessel
GPS and date verification
Abt SRBI | pg 17Confidential. All Rights Reserved.
Deeper Qualitative Insights
Mine survey and Social Media
comments to add depth to results
Abt SRBI | pg 18Confidential. All Rights Reserved.
Conclusions
1. Most important: Social Media is here to stay
2. The Private Sector knows this and is adapting accordingly
3. The general public are now Social Consumers!
4. Companies must approach Research and Social conversations cross-functionally
5. Engaging customers and creating influencers should be incorporated in the Research planning process
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Abt SRBI | pg 19Confidential. All Rights Reserved.
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Abt SRBI | pg 20Confidential. All Rights Reserved.
Thank You!Duane Clement, President Abt SRBI MID Division
email: [email protected]
phone: +1 513.509.3886
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