Pisano

Unleashthe power offeedback.Success stories from feedback driven companies.

www.pisano.coinfo@pisano.co(+90) 212 951 08 74

© 2017 Pisano Müşteri İletişim Çözümleri ve Bilgi Teknolojileri A.Ş.

INDEXI. Introduction to Pisano

A. Customer Experience Management Tool

B. Examples of Use Cases

C. Pisano’s Unique Points

II. Banking & Insurance

A. Turkish Economy Bank (TEB; in partnership with

BNP Paribas)

B. Garanti Bank (in partnership with BBVA)

C. Volkswagen Doğuş Finance (VDF; in partnership

with Volk swagen Bank)

III. Clothing Retail

A. Gap

B. Marks&Spencer

C. Lacoste

D. LCWaikiki

E. Boyner

F. Koton

G. ebebek

IV. Food Retail

A. Tesco Kipa

B. McDonald’s

V. Hospitality

A. Merit Park

B. Ramada

C. DoubleTree

D. The Marmara Collection

E. Elite World

VI. Restaurants

A. ISS

B. Eataly

VII. Gas Stations

A.BP

VIII. Events

A. Top100Djs

B. Zorlu PSM

C. Garanti Bank

D. Samsung

What is Pisano?Pisano is a technology company that creates tools to em-power decisions through feedback. It allows enterprises and customers to communicate without space or time limitations.

Pisano’s platform is built on the following three features: 1-) feedback collection, 2-) customer data analysis, and 3-) cus-tomer relationship management (CRM) assistance. Any type of mobile device, such as a tablet and/or smartphone can be configured for Pisano use. Flexible, empowering, and con-tinuously expanding, especially in overseas markets, Pisano currently has more than 200 unique client companies from 12 different verticals.

Companies need action plans enriched with data from their own visitors and customers. This is precisely the point where Pisano steps in and offers its key feedback solution: surveys. These surveys are customizable for any need, for anyone from a student dining at her school’s dining hall to a retiree waiting in line at the bank.

Communication within a company extends beyond the one between customers and staff. In order to improve customer experience (CX), communication within the company has to be maintained as well. Pisano’s dashboard comes with an exclusive chat application; it can be used for communication between staff as well as with customers.

Pisano’s main goal is to empower businesses using feedback. Today’s world is an ecosystem of instant interactions; cus-tomer feedback is an important part of this. With its simplicity, Pisano’s platform offers a reliable and clear communication bridge between businesses and clients. Going one step fur-ther with omnichannel feedback collection and analysis, it can seamlessly handle customer data from both a company’s both offline and online store.

Overall, Pisano provides one of the easiest tools to collect data from each customer; it’s the most cost-effective and effi-cient solution for companies to learn from customer insights and take action in real time.

The Story Behind the Name: In Italian, Pisano means “someone from Pisa”. The infamous mathematician Leonardo Fibonacci had it as a nickname. For Pisano’s founders, who had to calculate Fibonacci’s Golden Ratio as classwork just like any other freshman computer en-gineering student, this special name came to represent their desire to keep being enthusiastic about Pisano just like the very first day. It also serves as a mathematical reference to the platform’s user friendly and practical design.

B. Examples of Use CasesThe use case examples that are explained in this guide are as follows:Banks and finance: TEB (Turkish Economy Bank), Garanti Bank, VDF (Volkswagen-Dogus Finance)Clothing retail: Gap, Marks & Spencer, Lacoste, LC Waikiki, Boyner, Koton, EbebekFood retail: Tesco Kipa, McDonald’s (Turkey)Hospitality: Merit Park Hotel, Ramada Hotel, DoubleTree Hotel, The Marmara Collection, Elite World HotelRestaurants: ISS (Integrated Service Solutions; Turkey branch), Eataly (Turkey)Gas stations: BP (Turkey)Events: Top 100 DJ’s, Zorlu PSM events, Garanti Bank events, Samsung events.

C. Pisano’s Unique PointsWhat distinguishes Pisano from any other feedback tool is its speed, simplicity, cost-effectiveness, flexibility, and intuitiveness. An average Pisano survey takes less than half a minute, has less than 5 questions, can be served to more than 30,000 people at a fixed price, and simply requires taps on the touchscreen.

Current trends pressure business owners to change and accommodate. In the old days, logistics and supply chain management were simply underdeveloped, thus, customers could not easily access products. This had caused customers to focus on the product itself. Today, almost all products are accessible for everyone, anytime. This pushes the product itself out of focus and prioritizes the experience surrounding it. Business owners now have to accommodate their experience-focused customers. If customers do not like the quality of service, they feel free to leave the store, since they can access the product they want at another store. Technology helps business owners keep their customers in their store. Businesses can collect crucial details about their customers to get to know them.

There are indeed many channels to collect customer data; but how can you stay afloat in this huge data ocean? Pisano provides fastest and smartest multi-channel feedback collection and analysis platform. It seamlessly handles customer data from both your offline and online store. It’s one of the easiest tools to get started with if a business owner wants to start collecting data from every customer. It’s also the perfect solution if a business owner wants to learn from customer insights and take action in real time.

The next part includes a detailed explanation of Pisano’s three principle features based on engagement: 1-) feedback collection, 2-) customer data analysis, and 3-) CRM system assistance.of the easiest tools to get started with if a business owner wants to start collecting data from every customer. It’s also the perfect solution if a business owner wants to learn from customer insights and take action in real time.

The next part includes a detailed explanation of Pisano’s three principle features based on engagement: 1-) feedback

collection, 2-) customer data analysis, and 3-) CRM system assistance.The Marmara Collection, Elite World HotelRestaurants: ISS (Integrated Service Solutions; Turkey branch), EatalyGas stations: BPEvents: Top 100 DJ’s, Zorlu PSM events, Garanti Bank events, Samsung events,

1. Feedback CollectionBusinesses have many options to collect customer data, such as mystery shoppers or paper surveys. These traditional methods have their own shortcomings. While paper surveys cannot possibly provide a business owner real time feedback, mystery shoppers do not even involve real customers. However, Pisano embodies both digital and real-time technology in order to surpass these traditional methods.

It’s real time. Your customers reach you whenever they want via using the Pisano platform. Your staff can instantly respond to customers using the same platform. You get to both solve problems before your customers leave and get to know customers personally. Thus, perfect CX becomes achievable.

It’s digital. Customers can fill Pisano survey just in three seconds. It allows you to easily reach an efficient amount of feedback to create trustworthy analyses. As I said before, Pisano also gives you more than enough time to solve customer problems thanks to its fast feedback process. Also, you can create your own personal survey flow with Pisano. For example, a business can announce its new campaigns in the survey just like how our customer McDonald’s did, or offer the chance to customers to choose a new car air freshener smell like BP.

Customer Data AnalysisPisano platform classifies customer data according to specifications and widgets you choose. Pisano prepares reports daily, weekly, monthly and yearly. Users are free to choose among widgets to measure a specific area, like satisfaction with cleanliness, or satisfaction with the restrooms. So, a user can learn crucial details via customer insights about his/her brand. Action plans based on these kinds of reports are trustworthy and powerful.

CRM System AssistancePisano is integrable with and supplements existing CRM systems with real customer feedback. It provides businesses many types of customer information; so CRM systems can easily fill in missing customer information. This helps in creating better segmentation. With customized survey flows, users can collect any information type they want and check validity of their foresights. Thanks to this, customer journey maps become much more reliable and practical. With Pisano, you get to create amazing action plans enriched with myriad of data from your own customers.

#feedback

Banking& Insurance

Name of the Company:TEB (Türkiye Ekonomi Bankası, EN:Turkish Economy Bank); in partnership with BNP Paribas

Company Brief:TEB was founded in 1927 and is currently operating in investment, leasing, factoring, insurance and portfolio management fields. Following the partnership with BNP Paribas which started on February 10, 2005, TEB has expanded its expertise in corporate, commercial and private banking to private banking, enterprise banking and SME Banking. Its operations are carried in compliance with the ‘Principles of Corporate Governance’ published by the Capital Markets Board. TEB is involved in the BNP Paribas Trade Centres network which operate in 48 countries in 80 locations. Trade Centres in 3 metropolises of Turkey (Istanbul, Izmir and Adana) support foreign trade consultancy and banking, as well as offering overseas expansion opportunities for their clients.

Case Problem:TEB branch managers were able to receive customer feedback the day after customer experience had taken place at the soonest. They needed a faster method.

Pisano Product Used:Pisano Kiosks™ placed in front of tellers

Case Solution:Thanks to the Pisano Kiosks™ placed at the correct customer touch-points at each branch, TEB branch managers have the ability to interact with their own clients in real-time. Additionally, the results of the interactions are automatically transferred to the manager’s dashboard. Managers are kept updated about the level of customer satisfaction and they can compare their progress with other branches. Moreover, Pisano Kiosks™ are used to advertise new TEB products and campaigns.

TEB (BNP Paribas)

Result of the Case:Real-time engagement and comparison with other branches allow branch managers determine the specific points they need to improve. All of these features help promote branding and brand image of TEB by increasing customer satisfaction levels and building customer loyalty.

Alper EkşioğluTEB BNP Paribas, Customer Experience Manager

Normally, we were able to receive customer feedback the day after the experience had taken place. However, our goal was to reach the customers as they go through the experience. Using the fastest and easiest real-time solution offered by Pisano, we have achieved this goal.

#customerexperience

#customersatisfaction

#marketing

Name of the Company:Garanti Bankası (EN: Garanti Bank); in partnership with Banco Bilbao Vizcaya Argentaria (BBVA)

Company Brief:Garanti Bank was founded in 1946 and is currently the largest Turkish private bank in terms of revenue and number of active deposit accounts according to the Banks Association of Turkey 2015 Report. It provides services for payment systems, retail, commercial, corporate, SME, private and investment banking. Together with its domestic and international subsidiaries (Garanti Bank International, Garanti Bank SA, Garanti Bank Moscow), Garanti offers service also in pension and life insurance, leasing, factoring, brokerage, and asset management.Garanti serves twelve million customers through 936 domestic branches, 6 foreign branches in Cyprus, one in Luxembourg and one in Malta; 3 international representative offices in London, Düsseldorf and Shanghai; and more than 3,550 ATMs. It also provides services through its call center and Internet banking.

Case Problem:Garanti Bank’s central company policy is centered on providing the best customer experience. Each member of the staff is expected to embrace this perspective, however the only method bank used to measure customer satisfaction was post-interaction surveys asked by the clerks which were left mostly unfilled. Also, this process excluded some of the high segment customers like SME’s who weren’t asked to fill surveys.

Pisano Product Used:Pisano Kiosks™ placed in strategic touch points in the branches

Case Solution:Staff performance measurement is determined by the bank’s own customers. Digital questionnaires in Pisano Kiosks™ are used to measure customer satisfaction without extra effort on behalf of the clerks. Key Performance Indicator (KPI) scores of the personnel are thus calculated immediately. This way, the company policy of operating for a great customer experience is fulfilled by each employee. Also, with Pisano Kiosks™, those customers who were unreachable like those who had no time to fill in paper surveys before have become reachable.

Garanti Bank (BBVA)

Result of the Case:By being able to measure front-line staff performance in dealing with clients, the quality of service is kept consistent in Garanti Bank branches. With the inclusion of high segment customers into the feedback process, customer engagement is enriched. The company policy of providing a stellar customer experience is fulfilled.

Sinem DumanGaranti Bank BBVA, Customer Experience Manager

If we think of the amount of feedback Garanti Bank used to receive from SME and other high segment customers as X, then I can certainly say that we now receive 5X after we started working with Pisano. Thanks to Pisano, we can now touch those customers who used to be out of reach.

#customerexperience

#customersatisfaction

Name of the Company:Volkswagen Doğuş Finans (EN: Volkswagen Doğuş Finance);in partnership with Volkswagen

Company Brief:Volkswagen Doğuş Finance was founded in 1999 as a joint-venture company by Volkswagen Financial Services AG (owner of 51% of VDF stocks) and Doğuş Group (one of the top three largest private-sector conglomerates in Turkey, with a portfolio of 250 companies in different industry verticals; owner of 49% of VDF stocks).

VDF provides financial support and distributorship for VW Group automobiles (including Audi, SEAT, Skoda, Porsche, Bentley, Lamborghini, and Scania brands). Automobile insurance, credits, and other related services are provided together by VDF; one of the key features of the company is low interest rates.

Case Problem:VDF had adopted a digitalization policy; this meant digitalization of almost every aspect of its operations. This required introduction of digital sales channels to VDF customers. VDF had to find a fast and intuitive method to do this.

Pisano Product Used:Pisano Kiosks™ were placed at the entrance of showrooms

Case Solution:Customer touch-points are the number one location to conduct in-store marketing. However, blatant advertisement that intrudes in a customer’s journey is detrimental. For this purpose, VDF management utilized Pisano Kiosks™ to advertise their products in a non-intrusive manner to their customers. Digital sales channels were promoted and in return, increases in sales volume were observed.

VDF (Volkswagen)

Result of the Case:Introduction of digital sales channels was a key innovation decision taken by VDF. This decision’s success depended on capturing adequate amount of customer attention and creating chances for interactions which would maneuver potential leads through the sales funnel. Using Pisano Kiosks™, potential clients who were already committed enough to come to the VDF showrooms were directed to digital sales channels where they had higher chances of encountering the correct product for them.

Dilruba Ulaş SünerVDF Volkswagen Bank, Marketing Manager

With Pisano, we have been able to present our new digital channels to our customers and demonstrate how it is easier to renew insurance agreements online. Currently, we are able to present the right product to the right client - approximately 100 clients per branch.

#sales

#feedback

Clothing Retail

Name of the Company:Gap Mağazacılık AŞ (Gap Retail Ltd; operated by Fiba Group)

Company Brief:Gap Inc is one of the largest global clothing retail chains, operating with 3000 stores around the world. Gap’s operations in Turkey have been carried out by Fiba Retail Group (founded in 1987) since May 2007. The very first Gap, GapKids, and babyGap stores were opened on November 3, 2007 in Istinye Mall located in Istanbul.

As of June 2016, there are 31 Gap branch stores with 343 personnel in Istanbul, Ankara, Izmir, Bodrum, Antalya, Adana, and Gaziantep. Fiba Retail Group has acquired the rights to open Gap branches in Ukraine and Russia in May 2008.

Case Problem:Gap management sought ways to connect customer sales channels and increase the total sales conversion in the retail stores. A method that would allow personalization and application en masse was needed.

Pisano Product Used:Pisano Kiosks™ placed in strategic locations like cabin area, in front of checkouts, and entrances

Case Solution:There are three Piano Kiosks™ deployed in each participant store. How the interaction takes place is that customers are sent a unique campaign code via the mail address they leave at the end of Pisano Kiosk™ survey. The code can be used in both offline and online Gap stores. The survey also includes questions about the shopping experience; the results are shared automatically in real-time with the store managers. This feature allows rapid action to be undertaken by the frontline staff and customers’ problems to be solved or questions to be answered before they leave the store.

Gap

Result of the Case:One of the most immediate results observed in the Gap stores is problem resolution at the store level without escalation or social media involvement. The increasing levels of customer satisfaction have positive impact on sales volume; lead-to-sales conversion has increased for the participant branches. Additionally, the free form structured question now allows new product demands to be discovered with ease. For example; demand for XXL toddler clothing was discovered recently without the need for market research or focus group studies.

Kaan ÇelikmenGAP, Omnichannel & CRM Manager

Thanks to Pisano, we started to receive an amazing amount of customer feedback: 12,000 in just 2 months, to be exact. This is due to engaging surveys with short and varied questions. We observed that the coupons that we offered with cabin surveys earned us extra 8 sales on average.

#crm

#sales

#omnichannel

#loyalty

Name of the Company:Marka Mağazacılık AŞ (Marka Retail Ltd, operated by Fiba Group)

Company Brief:Marks & Spencer plc (M&S) is a major British multinational retailer headquartered in the City of Westminster, London. M&S has more than 1,000 stores around the world. Fiba Retail Group has acquired the franchising rights to M&S operations in Turkey under the “Marka Retail Ltd” name in 1999.

After initializing its customer experience programs in 2003, M&S started issuing the “M&S Card” as a part of its efficient CRM strategy in November 2009. More than 700,000 customers have acquired the M&S Loyalty Card in a short period of time.

As of June 2016, there are 44 M&S branch stores around Turkey; the total number of employees is 850. Fiba Retail Group has acquired the rights to open M&S branches in Ukraine and Russia in May 2008.

Case Problem:M&S management needed to measure what kind of effect store frontline staff had on sales. Relatedly, customer satisfaction levels had to be measured and M&S’s Loyalty Program had to be improved.

Pisano Product Used:Pisano Kiosks™ positioned in front of the checkouts

Case Solution:There are three Piano Kiosks™ deployed in each participant Pisano Kiosks™ are deployed in M&S stores and the information coming from these kiosks are fed into M&S’ own CRM system. The questionnaires ask for customer email addresses which are then integrated into M&S’ Loyalty Program. The free form question included in the surveys allow customers to indicate what they are looking for and what they cannot find in a particular store.

Marks & Spencer

Result of the Case:The collection of more email addresses allow M&S to issue more loyalty cards. As more customers are incorporated into the CRM system, there is more relevant data available for analysis. The management utilizes this data to improve the CRM system and action plans for other departments in order to boost customer satisfaction. Additionally, when the opportunity to express their demands is provided, customers point at the exact product they are looking for; hidden demands are now being discovered with this method in M&S. This economical and efficient method proved to be a powerful alternative to traditional methods of mystery shopping and market research for M&S.

Neslihan UğurMarks &Spencer, Marketing Manager

Frontline staff conduct is an important part of customer journey at M&S. We were previously using mystery shoppers to gauge our staff, but after switching to Pisano’s solutions, we are now more engaged with our staff and even discovering new demands which were totally hidden before. Thus, it was a wise decision to switch.

#customerexperience

#customersatisfaction

#crm#loyalty

Name of the Company:Lacoste (Lacoste SA, operated by Eren Holding

Company Brief:Lacoste is a France-based clothing retailer that was founded in 1933. Operating in 114 countries, there are currently more than 1000 Lacoste stores globally. Switzerland based Maus Fréres group holds 65.3% of Lacoste shares.

By establishing a joint-venture company named “Devanlay-Eren Textile Industry and Trade Ltd” in 1991, Eren Holding has acquired the franchising rights to Lacoste operations in Turkey. This joint-venture is responsible for the production of Lacoste textiles in Turkey. Another joint-venture company named Er-De Marketing Ltd was founded alongside Devanlay-Eren Textile Industry and Trade Ltd to carry out the distribution of Lacoste products. Since 2005, Eren Retail Group has the franchising rights in Russia and Commonwealth of Independent States.

Lacoste operates with its 45 stores and online store in Turkey.

Case Problem:Lacoste management decided on improvement of its CRM system; this project included setting up of a CRM software program which included a loyalty card scheme. Also, as its CRM system was being built, Lacoste had to find a way to integrate customer feedback collection for better results.

Pisano Product Used:Pisano Kiosks™ placed at customer touch points like entrances and between aisles

Case Solution:The kiosks are configured to collect information that is necessary to build the customer profile of Lacoste. This information includes demographics such as gender and age, contact details like email addresses and phone numbers, and customer satisfaction levels determined by the NPS question. Each store collects its own data and localization of reports helps the general management to determine the needs and successful points of each branch.

Lacoste

Result of the Case:Lacoste’s action plans are empowered with information coming from the company’s own real customers. Accurate customer profiles which are developed on both collected data and email communication simplify making accurate decisions regarding marketing and sales operations. Plus, localization of reports allow Lacoste to configure unique action plans for each store based on real customer feedback collected from the very same store. This allows faster and more intuitive strategy optimization.

Gökçe GürpınarLacoste, CRM Manager

Our SuperStep stores feature multiple shoe brands; it is super simple to determine which brand our customers want for the next season with the feedback we get from the kiosks. Thanks to this, we are able to develop our brand line-up in the correct direction. Also, there was a problem about aisle setups in stores with more than 10 featured brands. Using customer feedback, we arrange the aisles and allocate space to those brands our customers wish to see more. We left the option to give additional details to our customers when filling surveys; this helped us reduce the time spent filling forms in front of the registers, workload of our staff, and increase the number of feedback we collect.

#customerexperience

#customersatisfaction

#crm#loyalty

Name of the Company:LC Waikiki (LC Waikiki Mağazacılık Hizmetleri Ticaret A.Ş., EN: LC Waikiki Retail Services and Trade Inc)

Company Brief:Founded in France in 1985 and named for a Hawaiian beach (the LC stands for les copains, or “friends”), LC Waikiki was acquired by the group of its Turkish textile suppliers and local wholesale distributors in 1997. LC Waikiki’s focus is on conservative clothing retail, operating under the motto “Everyone deserves to dress well.” As a part of this policy, Waikiki prioritizes affordability of its products.

Waikiki is currently the largest clothing retailer in the Turkish fast-fashion market. It has almost four times the share of its closest competitor and has 80% penetration rate, comparable to Walmart Stores in the US. The company has 413 locations in Turkey and almost 200 abroad, mostly in Russia, the Gulf states, and Central Asia. In 2015, Waikiki’s revenue reached 7 billion Turkish liras.

Case Problem:LC Waikiki stores regularly receive heavy traffic. Yet, prior to working with Pisano, LC Waikiki had not set up communication channels to reach the opinions of its customers. Customer complaints were resolved only when customers interacted with the store employees. And positive comments were not reflected on the proper scale. In addition to this lack of customer feedback, LC Waikiki needed to set up a CRM system in order to gather more customer data.

Pisano Product Used:Pisano Kiosks™ placed near the checkouts

Case Solution:Following the installation of Pisano Kiosks™, LC Waikiki started to collect a large number of feedback and process the information they contain. Using the detailed reports provided by Pisano dashboard, customer satisfaction detection (measured by NPS question) and customer profiling is carried out en masse. The average levels in each store is compared and visitor profile is constructed using this data.

LC Waikiki

Result of the Case:Already having access to a wide loyal customer base, LC Waikiki can now optimize more specific points of its operations with Pisano. Action plans in each store is constructed using store visitor profiles; these profiles are in turn built by the real customers themselves. Pisano’s adaptable profile and satisfaction score matching help LC Waikiki realize its motto.

Güner İnanLC Waikiki, Marketing Insight Manager

We are working together with Pisano in order to collect and process a lot of data. This way, we learn about specific problems of each store without losing a single second and as a result, we can work towards detailed solutions sooner.

#crm#loyalty

#marketresearch

#operationalexcellence

Name of the Company:Boyner (Boyner Büyük Mağazacılık A.Ş., EN: Boyner Department Stores Inc)

Company Brief:Centered around the concept of quality clothing and textiles, Boyner opened its first store in 1981 in Istanbul. In 1985, Boyner entered into a partnership agreement (manufacturing and franchisement) with Benetton, making Benetton the very first international clothing retailer to enter the Turkish market.

After two decades of fast growth, Boyner acquired YKM - another large clothing retailer - in 2013. Boyner is currently operating under different categories and concepts- Boyner Home (home goods), Boyner Sports (sport outfits and equipment), outlets for casual clothing, Designers On Sale (showcase for designers), Çarşı Stores (boutiques) and YKM Stores (original department stores). By the end of 2016, 117 Boyner stores in 37 provinces totaling 300,000 m2 with 4,800 staff have received over 120 million visits. Boyner’s e-commerce website, MorHipo was launched in 2011 and receives approximately 2 million visits monthly.

Case Problem:Boyner is one of the first retailers in Turkey to install a CRM system. And they are conceptually dependent on individual customer satisfaction and loyalty. Yet, Boyner had difficulty tracking individual customer experience beyond collecting general data about its customers.

Pisano Product Used:Pisano Kiosks™ placed in front of checkouts

Case Solution:Pisano Kiosks™ are placed in front of and integrated with the Boyner checkouts. The moment a customer’s loyalty card is swiped in, customer’s own data from the CRM system is used to personalize the check out survey. This integration with the loyalty system engages the customer on a personal basis; customization allows the Boyner management to direct specific questions on the topics they need to measure. Individual satisfaction is now tracked via customer surveys and the feedback that is directed back to the CRM system. This brings a solution to the missing information problem.

Boyner

Result of the Case:Individual customer experience tracking provides a reliable channel for Boyner management to pinpoint problems and develop solutions before they escalate. Customer satisfaction levels are increased per customer base. Also, Boyner’s CRM system is improved with missing information collection.

Görkem IhlamurBoyner, Customer Experience Manager

We integrated Pisano digital surveys with the Boyner loyalty card system that offers customized advantages to its customers. When a customer makes a purchase using the Boyner loyalty card, the digital surveys in front of the checkout are automatically personalized according to the customer’s details. And then the personalized surveys are presented to the customer. In the same survey, the client leaves open-ended comments and this helps us shape our future action plans.

All together, we can manage a database of 25 million feedback with this system. Through Pisano, Boyner increases its sales volume and customer happiness with personalized real-time surveys

#loyalty#crm

#customerexperience

#customersatisfaction

Name of the Company:Koton (Koton Mağazacılık Tekstil San. Tic. A.Ş., EN: Koton Retail Textile Industry Inc)

Company Brief:Founded in 1988 as a small shop, Istanbul based Koton is a major multinational clothing retailer. The company emphasizes quality clothing at affordable prices.

Though domestically strong, Koton’s focus is on overseas expansion. There are currently 450 stores in operation (165 located overseas in 28 countries) with 9,390 employees. Through its more than 50 collections, Koton features around 30,000 different designs annually in its offline and online stores.

Case Problem:In order to meet its high growth targets, Koton had to optimize its existing operations and explore new channels to improve customer satisfaction. This required customer feedback collection and new action plans.

Pisano Product Used:Pisano Kiosks™ positioned at popular aisles

Case Solution:Following the installation of Pisano Kiosks™, Koton customers started to express their need for face-to-face guidance about products and store layout. So, Koton now employ more sales representatives to act on the store floor and help customers reach the product they are looking for. Also, Koton’s existing CRM system is supplemented with the e-mail addresses collected with Pisano surveys. As a flexible use of Pisano, Koton also set up an ambient scenting experiment where a different scent was used everyday in stores and customers expressed whether they liked it on Pisano. The scent that received the most approvals became Koton’s official store scent.

Koton

Result of the Case:By implementing the changes that people demanded, Koton demonstrates its dedication to customer satisfaction. Customer assistance provided by the frontline sales staff establishes a strong relationship and an improved brand image. Koton management can measure and cross-compare the results of the implemented policies in addition to staff performance.

Serkan ErenKoton, Operations Manager

We reviewed the sales results of our Pisano project at pilot stores and decided to adopt the solutions on a wider scale. There are now more sales representatives interacting with customers directly at particular stores which we determined according to the feedback we received. We’d like to thank Pisano for all of the support it provides.

#loyalty#crm

#customerexperience

#customersatisfaction

Name of the Company:Ebebek (Enucuz Pazarlama Turizm Reklam ve Telekomünikasyon Ticaret A.Ş., EN: Enucuz Marketing, Tourism, Advertisement, Telecommunications, and Trade Inc)

Company Brief:Ebebek is an online baby product retail company founded by a new father in 2001. Ebebek’s e-commerce is based on a holistic approach to infant and parent needs. Although Ebebek offers baby food, diapers, parenting books, and toys, baby clothing makes up the majority of its revenue. In addition to online shopping, Ebebek has recently launched its physical stores according to the click-to-brick model.

One of the distinguishing services Ebebek offers is after-sales support regarding the products and parenting. Also, 1200 Ebebek staff at all levels of operations is chosen exclusively from non-smokers. There are 79 Ebebek stores in 3 different provinces in Turkey.

Case Problem:Related to the infamous Red Ocean concept, Ebebek did not have enough information regarding their shopper profile. The consumer profile was clear (“infant”), yet, the person who made the purchase decision was left unprofiled and unsegmented. This led to suboptimal marketing and sales decisions.

Pisano Product Used:Pisano Kiosks™ placed in front of baby clothing aisles

Case Solution:Ebebek chose to install Pisano Kiosks™ at its offline stores in order to collect information on its “shoppers” who actively made the purchasing decisions based on product qualities, staff behavior etc. Via engaging surveys, Ebebek shoppers now provide critical information affecting their experience. All of this data is regularly analyzed and the results of the analyses is shared instantaneously with the management.

Ebebek

Result of the Case:Real-time interaction and data analysis complete Ebebek’s shopper profile. Through the survey questions, customer satisfaction is measured and matched with shopper profiles. Thus, custom strategies are developed for each category in order to maximize customer satisfaction. Also, missing and/or in-demand products are reported much more readily. Sales are positively affected as a due result of all of these factors.

Burcu GÜnelEbebek CRM Manager

Going beyond just providing service, Pisano operates with a perspective that centers around increasing revenues through alternative methods and various suggestions coming from the staff. Participating actively in the projects, Pisano team analyzes insights well and focuses on “How can we achieve better results via different channels?” They make you feel just like a real member of the team instead of a third-party outsider with their regular updates. This contributes greatly to developing a working-together mindset. The most important features of Pisano is that it is always easily accessible and fast.

#loyalty#crm

#customerexperience

#customersatisfaction

Food Retail

#feedback

Name of the Company:Tesco Kipa Turkey (owned by Tesco PLC)

Company Brief:British retailer Tesco is one of the world’s largest retail chains, currently operating in 12 countries with 520,000 employees who serve millions of customers each week. Turkish retailer Kipa was founded as a grocery and general merchandise retail chain in Izmir in 1992. Tesco acquired Kipa in 2003 and the local operations now continue under the name of “Tesco Kipa”.

Starting with just 5 stores in Izmir in 2003, Tesco Kipa has grown to have 168 stores in 20 cities. According to current figures, around 6,000 staff help serve more than 1.5 million Tesco Kipa guests each week. These figures place Tesco Kipa as one of the largest employers in Turkey.

Case Problem:One of the biggest issues Tesco Kipa faced was carrying out market research with budget constraints. There was a need to measure the real level of customer satisfaction with feedback from real customers especially about new products. Relatedly, standard focus groups had to be improved.

Pisano Product Used:Pisano Kiosks™ placed in the frozen food aisle

Case Solution:Kiosks were strategically placed at those customer touch points where customer interactions with products take place. Asking its own real customers about what they thought about products and the store in general, Tesco Kipa collects large amounts of customer feedback with less market research expenditure.

Tesco Kipa

Result of the Case:The existing consumer focus groups are improved and updated continuously according to the customer feedback and information. This enriched method of market research allows more in-depth analysis of customer preferences. The level of customer satisfaction is raised through application of findings, i.e. adjusting the product line-up or aisle setup to comply with what customers want. Smaller amounts of market research expenditure allows more flexibility with marketing budgets.

#marketresearch

#customerexperience

#customersatisfaction

Name of the Company:McDonald’s Turkey (operated by Anadolu Restoran İşletmeleri Ltd Şti; EN: Anadolu Restaurant Management Ltd)

Company Brief:McDonald’s, the largest fast food chain in the world, has entered the Turkish market in October 1986 under a franchising agreement with Anadolu Group Holding. In 2005, Anadolu Group Holding acquired licensing rights from McDonald’s for operations in Turkey and the company was renamed as “Anadolu Restaurant Management Ltd”.

Reaching 100 stores in 1998 and 134 in 2000, McDonald’s Turkey currently employs 6,000 employees in its 260 stores. In total, McDonald’s Turkey receives 100 million visits per year. 98% of the ingredients used in McDonald’s restaurants is procured from local suppliers.

Case Problem:McDonald’s had to carry out market research about its new products and build new market segmentation based on the results. Given the size of McDonald’s consumer base, this research had to be scalable and easy to adopt. Mystery shopper method was unable to help the management in making local and regional decisions.

Pisano Product Used:Pisano Kiosks™ placed in front of the checkouts

Case Solution:The kiosks were placed right in front of the registers where attention of the waiting customers would be attracted by the mini-advertisement featuring the most recent campaign or product. Since customers have to wait for their orders, they are more likely to fill out a short digital questionnaire while they wait. The management incorporated questions about restaurant hygiene and branch location together with questions about products; these areas were previously covered with mystery shoppers who could provide limited amount of insights.

McDonald’s

Result of the Case:By utilizing the opinions of its own customers, McDonald’s is able to prepare more effective campaigns about its up and coming products. Organizationally speaking, research about locations and branches they should invest in is carried out in a more measurable and objective method than mystery shopper. Since Pisano’s market research methods are much more economical and easily scalable, the management is able to carry out more extensive customer profiling and segmentation.

Bora TanrıkuluMcDonald’s Turkey, Marketing Director

When we started the test run with Pisano, we received 180,000 customer feedback in a single month. We can now carry out better segmentations with real customer feedback on our new products and have more successful campaigns with improved return rates thanks to customer profiling in each branch. We are able to research about which channels to invest in at which locations. Plus, [Pisano] is a lot more budget friendly market research method.

#sales

#mysteryshopping

#marketresearch

#operationalexcellence

Hospitality

#feedback

Name of the Company:Merit Park Hotel & Casino (part of the Merit International Hotels and Resorts)

Company Brief:Merit Park Hotel & Casino is part of the luxury segment hotel chain Merit International Hotels and Resorts which is based in Northern Cyprus. The chain consists of 7 hotels and resorts; its key features include casinos, spas, conference halls, and multipurpose rooms. The hotels are located close to the airport. The first hotel in the chain opened in 2000 and the most recent addition has opened in 2014.

Located in Girne, Merit Park Hotel started hosting its guests in 2013 and has reached 5-star status.

Case Problem:Hotel management was unable to keep up with guest demands with action plans crafted using outdated feedback collection solutions like Excel sheets. The resulting plans were not actionable.

Pisano Product Used:Pisano Platform configured to report messages sent through QR codes directly to the frontline manager

Case Solution:Paper questionnaires are swapped for Pisano’s QR code cards in each room. Results of surveys and any comments left by the guests in the system are automatically reported on the main dashboard of frontline management. The feedback is sorted with tags and assigned to staff according to its nature. Previously dealt on one-by-one basis, guest feedback is now first gathered at the center of operations and then directed to the proper staff in charge.

Merit Park

Result of the Case:The principal benefit of using Pisano Platform for Merit Park is real-time complaint resolution. Immediate reaction to negative guest experience is possible due to centralization of feedback processing. This aids the hotel management in taking action to prevent one time negative experiences to affect the hotel’s reputation unfavorably.

Tolga CoşkunMerit Park Hotel & Casino, Front Office Manager

We have been working with Pisano for nearly a year now. We use the feedback data gathered with Pisano’s software in preparing our daily checklists. We appreciate the operational support Pisano gives us.

#operationalexcellence

#customerexperience

Name of the Company:Ramada Taksim Hotel (part of the Ramada International hotel franchise belonging to Wyndham Worldwide)

Company Brief:Ramada Taksim Hotel is one of the hotels operating in Turkey under Ramada International franchisement. Mainly geared towards business travelers, the 4-star hotel has been recently renovated. The major attraction point of Ramada Taksim is its convenient location; Taksim Square is close to major business districts as well as most of the touristic attractions in Istanbul.

Case Problem:Observing that reviews and comments left on online booking websites have incredible impact on the number of guests, Ramada Taksim management wanted to improve their online reputation management. Responding to individual comments was both time consuming and inefficient.

Pisano Product Used:Pisano Platform is used to collect responses sent through QR codes

Case Solution:Cards with Pisano’s QR codes are placed in easy-to-see locations in the rooms with an explanation on how to use them. Whenever a guest would like to interact with the relevant hotel staff without dealing with the reception, QR code is first scanned by the guest with their smartphone and the guest’s comment is delivered to the management dashboard. The time which would be spent on explanation and confirmation is spared; demand of the guest is met in one go.

Ramada Taksim

Result of the Case:Overall satisfaction with the hotel and its staff has increased as a result of guest interaction without time lost on communication and prompt delivery of results. The number of negative reviews online have noticeably decreased together with an increase in the number of positive ones. Thus, online reputation of the hotel was improved.

İskender YazRamada, Frond Office Manager

After we started to use Pisano’s real-time digital customer surveys, we were able to catch our unhappy guests and solve their problems before they left the hotel. We increased the number of our happy guests by 40%. Positive comments written by our satisfied guests on the Internet increased by 10%. Thank you, Pisano.

#operationalexcellence

#customersatisfaction

Name of the Company:DoubleTree Moda Hotels (owned by the Hilton Hotels Turkey)

Company Brief:DoubleTree Moda is a hotel chain part of the Hilton family; its primary market audience is those high segment guests who travel for business and leisure purposes. Innovative hospitality and environmental consciousness are the two key features of DoubleTree Moda.

The hotel has a 5-star status and is located in Kadıköy district on the Anatolian side of Istanbul.

Case Problem:As a part of its eco-friendly hotel concept, DoubleTree Moda wanted to achieve the Green Hotel certificate awarded by the Turkish Ministry of Tourism. This required eco-friendly decisions like eliminating unnecessary waste.

Pisano Product Used:Pisano digital surveys sent to each guest

Case Solution:Paper surveys were used by those hotel guests who took the initiative to relay their opinions to the hotel management. Conversion from paper surveys to digital surveys eliminated the hotel’s need to keep track of their guest feedback via paper surveys. The digital survey results are delivered to the management dashboard without time loss or unnecessary resource usage.

DoubleTree Moda

Result of the Case:In addition to other eco-friendly measures taken, removing paper surveys helped DoubleTree Moda receive the Ministry’s Eco-Friendly Establishment certificate. This was an important accomplishment that boosted the hotel’s claim and image as a green hotel. The communication between the hotel and its guests continue uninterrupted and ecologically guilt-free.

İlker DölekDoubleTree, Front Office Manager

Pisano was one of our greatest supporters with its digital real-time surveys in our quest to become an eco-friendly establishment. DoubleTree was able to prove its distinction among other green hotels by not just eliminating paper waste, but also by collecting many times of the amount of customer feedback that could be collected with paper forms. Pisano has helped us immensely in getting the Eco-Friendly Establishment certificate.

#customersatisfaction

#customerexperience

Name of the Company:The Marmara Collection

Company Brief:The Marmara Collection consists of six hotels and an event venue. Out of the six, three hotels and the event venue are located in Istanbul (The Marmara Taksim, The Marmara Şişli, The Marmara Pera, and Esma Sultan Villa). The Marmara Bodrum and The Marmara Bodrum and The Marmara Antalya are located in southern summer vacation cities. The overseas branch, The Marmara Manhattan, is located in New York City.

The Marmara Collection mainly focuses on business and leisure travelers. The venue in Istanbul is notably popular for high society events.

Case Problem:Cards with Pisano QR codes are placed at various locations in the hotels. They are placed at those specific locations where guests are likely to interact with the hotel and/or the staff. Easy to spot cards make it easier for guests to leave their feedback without hassling for a paper form and a writing utensil.

Pisano Product Used:Pisano digital surveys offered to the guests by QR codes

Case Solution:Cards with Pisano’s QR codes are placed in easy-to-see locations in the rooms with an explanation on how to use them. Whenever a guest would like to interact with the relevant hotel staff without dealing with the reception, QR code is first scanned by the guest with their smartphone and the guest’s comment is delivered to the management dashboard. The time which would be spent on explanation and confirmation is spared; demand of the guest is met in one go.

The Marmara Collecion

Result of the Case:After Pisano’s digital surveys went into usage, there was no longer any need for paper ones which could only be used once. Paper waste was eliminated and the resources that would be spent on single use paper surveys are saved. Strategic locations of the surveys helped increase the number of guest feedback. Thus, hotel management are in tune with their guest demands more than ever before.

Altuğ CanbulatThe Marmara Collection, Marketing Manager

Ever since we started working with Pisano, we have observed a 600% increase in the amount of guest feedback we receive. By using the software developed by Pisano, we got rid of the paper forms we were previously using. As a result, we will be able to avoid wasting about 50,000 sheets of paper in 10 years.

#operationalexcellence

#customerexperience

Name of the Company:Elite World Hotels

Company Brief:Elite World Hotels is a hotel chain based in Turkey. The chain consists of six hotels; with the exception of Elite World Van which is located in the eastern city of Van, the remaining five (Elite World Marmaris, Elite World Istanbul, Elite World Prestige, Elite World Business, Elite World Europe) are in different districts of Istanbul.

Business travelers make up the majority of the chain’s guests. All hotels, except Elite World Prestige (4-star), have 5-star status.

Case Problem:The management decided to monitor and improve their online reputation management. Instead of dealing with negative situations after they escalate to online channels, the management wanted to resolve problems as soon as they occurred.

Pisano Product Used:Pisano QR codes were printed on cards which were then left in the rooms.

Case Solution:Anytime a guest ran into a problem or had a request, the only thing they need to do is scan the QR code and engage with the frontline staff immediately. Fast and prompt reaction to the issue on hand make it easier to de-escalate a problem.

Elite World

Result of the Case:Elite World frontline management catches up with guests who run into problems during their stay before they leave the premises. Fast reactions to issues transform negative opinions into positive ones. On average, Elite World now receives 200 positive reviews per month instead of 150. There is also an observed increase in the number of positive reviews guests leave on social media and online booking websites due to the heightened level of exceptional service.

Emel ElikElite World, Sales and Marketing Manager

For Elite World Hotels, Pisano establishes the digital link between our customers and us. Thanks to Pisano, we can instantly connect with those guests who experience issues during their stay with us and turn their negative thoughts into positive ones by taking action immediately. With its fast and professional team and infrastructure, Pisano provides solutions to our technical problems right away.

#operationalexcellence

#customerexperience

Restaurants

#feedback

Name of the Company:ISS Turkey (owned by ISS A/S)

Company Brief:ISS A/S is a facility services company founded in Denmark in 1901. ISS services include: cleaning services, support services, property services, catering services, security services and facility management services. The ISS Group’s revenue amounted to DKK 79.6 billion in 2015 and ISS now has more than 504,000 employees and activities in more than 77 countries.

In 2005, ISS acquired two Turkish facility services companies (Servicemaster and Proser) and thus, entered the market. Since 2006, there were 7 more companies in other verticals acquired by ISS.

ISS Turkey currently has around 28,100 employees in 9 major cities in Turkey.

Case Problem:ISS Turkey’s operations had grown and the management did not want to compromise operational excellence. Thus, there was a need to reach customer opinions en masse.

Pisano Product Used:Pisano Kiosks™ placed at customer touch points in ISS facilities

Case Solution:Kiosks at high traffic customer touch points receive ample attention. The surveys that are prepared according to the needs of the particular facility get filled in constantly. Onsite guidance is offered to those customers who are dissatisfied with the service. One of the key survey areas is catering operations where daily menus are scheduled according to customer feedback.

ISS

Result of the Case:By adopting measures like reshaping the catering menu everyday according to the customer feedback received, the customers are more inclined to believe that ISS is genuinely invested in customer satisfaction. Implementation of product changes that reflect customer preferences and real-time time complaint resolution helped ISS achieve operational excellence.

Süleyman ÇalıkuşISS, Quality Management Director

Pisano is our number one address for transforming customer complaints into awarding actions, data analyses into roadmaps, and our energy into deeper customer focus. Their tools have reshaped our operations on a fundamental basis.

#operationalexcellence

#customerexperience

Name of the Company:Eataly Turkey (part of the Eataly Co chain)

Company Brief:Eataly is the largest Italian marketplace (food hall) in the world, comprising a variety of restaurants, food and beverage counters, bakery, retail items, and a cooking school. In 2007, Eataly was founded by Oscar Farinetti, an entrepreneur, formerly involved in the consumer electronics business, and collaborates with Slow Food. Since 1st October 2016, Eataly is led by Andrea Guerra, who has took the role of executive chairman.

The chain has 34 stores around the world and has plans to expand. The branch in Istanbul was opened in 2014.

Case Problem:Eataly’s management decided on including more real-time complaint resolution in the company’s engagement with its customers. The only viable way to achieve this was through using a real-time feedback mechanism.

Pisano Product Used:Tent cards with Pisano QR codes are left on the tables in Eataly.

Case Solution:Pisano tent cards are placed on restaurant tables to enable customers to give their feedback at the moment of experience. And after their experience, they can be contacted by a service agent or a manager for immediate action on the customer feedback they have left.

Result of the Case:Flexible use of the Pisano feedback mechanism created an immediate and positive customer reaction. Eataly has received fewer complaints and more positive feedback; immediate complaint resolution helped in improving the brand’s image.

Eataly

Osman Cenk AkınEataly, General Manager

Pisano not only enabled us to reach the customer on sight and immediately about their complaint, but also allowed us ti take any precaution or chance of doing business wherever possible, be it in the kitchens, in the preparation areas, or on service points. This is together with giving priority to missing items on the shelves as per demand of the end users on our market floor.

#operationalexcellence

#customerexperience

Gas Stations

#feedback

Name of the Company:BP Turkey (part of BP P.L.C.)

Company Brief:Founded in 1908 and headquartered in London, BP is the world’s sixth-largest oil and gas company, and the company with the world’s fifth-largest revenue (turnover). It is a vertically integrated company operating in all areas of the oil and gas industry, including exploration and production, refining, distribution and marketing, petrochemicals, power generation and trading.

As of 31 December 2015, BP had operations in more than 70 countries, produced around 3.3 million barrels per day (520,000 m3/d) of oil equivalent, and had total proved reserves of 17.18 billion barrels (2.731×109 m3) of oil equivalent. The company has around 17,200 service stations worldwide.

BP entered the Turkish market in 1912 and has been involved in key energy infrastructure investments.

Case Problem:Prior to using Pisano, BP was using mystery shopper method to check up on the stations. This method was not reflective of the general situation since an average branch received thousands of customers who all had different experiences in a month. The management wished to learn more about the real situation.

Pisano Product Used:Pisano Kiosks™ placed in the market area of the stations

Case Solution:In addition to having onsite station staff engage with those customers who had complaints, BP integrated the Pisano software with its call center. Thus, the moment a feedback is created, BP can connect to the customer and process the request before customer leaves the station.

BP

Result of the Case:The number of feedback received by BP via Pisano was 10 times the number they used to receive previously. And engagement with customers before they leave the premises is actually more beneficial than contacting the customers later; without losing time, negative experiences are readily remedied. By doing this, BP’s customer service deals with only those customers whose problems cannot be solved easily.

Erhan KurBP, Marketing Manager

Mystery shopper method was not giving us a correct idea about the real customer experience at our stations. We wanted to reach real insights of our customers. After starting to use Pisano, we received nearly 10 times the number of feedback we used to collect. With our call center integration, we engaged with our customers and turned any negative experience into a positive one by providing instant solutions.

#mysteryshopping

#operationalexcellence

#customerexperience

Events

#feedback

Name of the Company:One Colony Kültür Turizm Organizasyon A.Ş. (EN: One Colony Culture and Tourism Organization Co)

Company Brief:Headquartered in Istanbul, One Colony is an event organization company that mainly organizes electronic music and dance events. One Colony was founded in 2011 and was the host of DJMag Top 100 DJs World Tour event in Turkey. Armin van Buuren and Martin Garrix were the main artists of this event.

Top 100 DJs took place on November 14, 2014, in Istanbul.

Case Problem:During the event, One Colony wanted to collect guest contact information in order to expand their emailing campaign list. Due to the highly energetic environment of the event, a digital solution which would not take too much time was needed.

Pisano Product Used:Pisano tablets served by the event staff

Case Solution:As the event started and progressed, event staff equipped with Pisano tablets went around to collect guest contact information without interrupting the event flow and the mood of guests. At the end of the event, One Colony’s email database had grown considerably.

Result of the Case:After expanding their emailing list with fully detailed guest contact information collected at this event, One Colony was able to conduct successful email campaigns which in turn helped the management in planning events that would be enjoyed by their customers and would garner more attendance.

“DJMag Top 100 DJs World Tour” hosted by One Colony

Anıl DemirezenOne Colony, Marketing & Communications Manager

As One Colony, our biggest concern is to keep in touch with our audience. Before Pisano, a direct connection with them never went beyond social media promotions.

So, we worked with Pisano in two of our previous 10K+ events: Top 100 DJs World Tour and Life in Color Unleash, in which Pisano tablets turned out to be a great solution, because our audience (majority in generation Z) were really satisfied with delivering their feedback in the easiest way possible.

The results have been very precious to us, too, since we could collect data of over 25% of the total attendees in two events. We used this data for post event promotions; offered these people exclusive services for the next events, and showed them these services by sorting their data according to their event feedback, gender, and age.

#marketresearch

#customersatisfaction

Name of the Company:Zorlu PSM (Zorlu Performans Sanatları Merkezi, EN: Zorlu Performing Arts Center)

Company Brief:Zorlu Performing Arts Center is part of the Zorlu complex in Istanbul. It is a popular event venue which is used frequently for concerts, galas, special movie screenings, ballet, theatre, and fashion shows. Its main theater has an area of 55,000 m2 and a capacity of 2,190 people. The theater stage has a capacity of 678 people and the center’s main multimedia studio with 280 people capacity is equipped with the latest technological gadgets for top notch performances. The Sky Lounge is primarily used for exhibitions and corporate events while center’s VIP Lounge provides a venue for special invitations. In total, foyer areas can be expanded to three floors and reach 2,500 m2 in total area.

The events in which Zorlu PSM utilized Pisano’s solution were Mix Festival 2016 (rap and electronic music performance of several famous artists), Sigur Rós concert (world famous post-rock band from Iceland), Shrek The Musical (musical), Mamma Mia (musical), and Turkey Youth Philharmonic (classical music concert).

Case Problem:There is a multitude of events organized in Zorlu PSM which cater to different customer segments. Zorlu management wanted to utilize the opportunity to collect customer satisfaction feedback from these segments and conduct market research without additional expenditure.

Pisano Product Used:Pisano tablets served by the event staff

Case Solution:During various events, Zorlu management had its staff collect customer information by asking questions about the event itself, how the customer came to learn about it, which channel was used to buy tickets, and whether the customer was satisfied with the event. These pieces of data were then connected to particular customer profiles.connected to particular customer profiles.

“Zorlu PSM Events”hosted by Zorlu PSM

Result of the Case:Zorlu PSM management was able to collect more feedback than it was possible with other types of traditional feedback collection methods. Insights gathered from these feedback were used to construct and analyze customer profiles; this feedback enriched market research was then used to improve the event line up.

Doruk MireliZorlu Performance Arts Center, Marketing Executive

Pisano is the most vital part of our customer feedback collection efforts. We had Pisano tablets served by the event staff before and after the events - events like Mix Festival 2016, Sigur Rós concert, Shrek The Musical, Mamma Mia, and Turkey Youth Philharmonic - at the venue to collect real customer feedback. By asking questions like “Where/From whom did you hear this event? Is this your first time at Zorlu PSM?” on our digital questionnaires, customer profile information was collected. We were successful in carrying out market research and customer profile analyses; and the analysis results were used to drive our marketing decisions.

#marketresearch

#customersatisfaction

Name of the Company:Garanti Bankası (EN: Garanti Bank); in partnership with Banco Bilbao Vizcaya Argentaria (BBVA)

Company Brief: Garanti Bank was founded in 1946 and is currently the largest Turkish private bank in terms of revenue and number of active deposit accounts according to the Banks Association of Turkey 2015 Report. It provides services for payment systems, retail, commercial, corporate, SME, private and investment banking. Together with its domestic and international subsidiaries (Garanti Bank International, Garanti Bank SA, Garanti Bank Moscow), Garanti offers service also in pension and life insurance, leasing, factoring, brokerage, and asset management.Garanti serves twelve million customers through 936 domestic branches, 6 foreign branches in Cyprus, one in Luxembourg and one in Malta; 3 international representative offices in London, Düsseldorf and Shanghai; and more than 3,550 ATMs.It also provides services through its call center and Internet banking. Held annually, Garanti Green of Jazz events are part of the bank’s marketing plan through sponsorship and press coverage.

Case Problem:Garanti Bank management decided on directing their new investments on customer perceptions. For this purpose, ROI of their marketing efforts had to be measured with customer feedback. Thus, there was a need to find a solution to analyze the effect of their jazz events.

Pisano Product Used:Pisano tablets served by event staff

Case Solution:Pisano tablets loaded with feedback forms were served by event staff to the guests before and after the events. Satisfaction with the organization and customer retention were all measure by the collected customer feedback.

“Garanti Green of Jazz”hosted by Garanti Bank

Result of the Case:ROI of Garanti Bank’s marketing efforts was calculated using insights from the bank’s own real customers. This allowed the management to make precise marketing decisions and construct action plans for future jazz events. With the inclusion of real customers into the feedback process, customer engagement is enriche

Yazgülü BildikGaranti Bank, Innovation Associate

In total, we were able to collect feedback from 1,101 customers in 5 events with Pisano forms. The results of the analysis of these insights were used as one of the metrics measuring sponsorship success.

#marketing

#marketresearch

Name of the Company:Samsung Electronics Turkey (owned by Samsung Electronics)

Company Brief:Samsung is the South Korean multinational conglomerate headquartered in Seoul, South Korea. It comprises numerous affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean chaebol (business conglomerate).Founded in 1938 as a trading company, Samsung entered the electronics industry in the late 1960s. Since 1990, Samsung has increasingly globalized its activities and electronics; in particular, its mobile phones and semiconductors have become its most important source of income. The company employs 71,000 engineers and researchers in a network of 36 R&D centers distributed in 17 countries, in addition to the latest one in Turkey. The company stands as one of the largest R&D spenders in the world, with nearly USD 13.5 billion in 2014.In order to market its new products, Samsung Turkey hosts series of promotional events where demos are held. Its new R&D center in Istanbul has been launched in 2015.

Case Problem:Samsung organizes a lot of events to promote and present their new products and solutions. But they are not able to reach the opinions of their customers about these products and solutions on a wide scale. This inefficiency in marketing efforts had to remedied.

Pisano Product Used:Pisano tablets are used to collect feedback following demos at showcase events

Case Solution:With Pisano surveys, Samsung Turkey management is able to reach the opinions of its users right after their experience with the newest product or solution. Also, the contact information of the attendees is registered as a part of lead collection.

“Samsung Showcase Events” hosted by Samsung Electronics Turkey

Result of the Case:Thanks to the amount of feedback collected about Samsung product and solutions from real customers, the local branch management is able to drive business decisions in a more customer centric direction. Lead generation for product and services has helped expand sales operations and generate additional revenue.

Koray YıldızSamsung Electronics Turkey, Business Development Manager

Events are a major source of insights for Samsung. Getting those insights right after the demos is critical for determining how a particular product or solution is perceived by the consumers. Pisano helps us to collect real customer feedback on each product efficiently.

#marketing

#marketresearch

Every great decision starts with a question, and evolves with continuous feedback. Make great decisions with Pisano.