April 2-3, 2019
When IBM’s new CMO joined in late 2016, there was an increased emphasis on customer advocacy. One of the vehicles introduced to capture client feedback was the Win-Loss program.
Pilot work began in 2016 to help “sell” the program internally, identifying key questions/attributes, determining what works/does not work, identify best practices and modifying those process elements that were not working. Activities to scale the program began in Q3 2017, such as automating eligibility and list-pull processes (e.g., size of deal, fatigue issues, prioritization rules, etc.), expanding into additional product categories (now 20 products covered), expanding into non-English-speaking markets (e.g., five languages and 17 countries included), expanding moderator team, etc.
To understand consumer perceptions of Progressive and the competition, its market research department has maintained many product-specific brand health trackers for many years. The trackers focused primarily on auto and [...]
In the fast-moving, highly competitive categories of managing credit reporting and identity protection, consumer insights agility is paramount. That’s why Experian set out to better understand our online subscription member [...]
Price plays an important role in determining the success of products in-market. Understanding the impact of price on overall revenue is the need of the hour to implement strategic decisions. [...]