February 12-13, 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.
As ever, brands, marketers and researchers alike are on an endless quest to grow through new product development, innovation and technology. Testing out the seamless use and fit of new [...]
Wednesday | 10:00-10:30 | Room 1
Voice of the customer input is only as good as the action it creates. Companies and brands that listen but do nothing with the data and insights are wasting time [...]
Tuesday | 3:30-4:00 | Room 4
We believe it is time to put the spotlight on dad and examine his role in today’s “modern family.” In a joint presentation, Premier Foods and ONE-MS will review how [...]
Tuesday | 10:00-10:30 | Room 1