Customer insight
Dr Emma Macdonald
Istanbul Technical University
Air Transportation Management, M.Sc. Program
Airline Marketing
Module 8
28th January 2014
Service
Experience
Product
Quick recap
Goal 1
Goal 2
Goal 3
Value-in-use
USE PROCESS
Embedded Value
Market Penetration Product Development
Market Extension Diversification
Present NewPRODUCTS
Present
New
MARKETS
Product, service & experience quality
Value and value-in-use
Product decisions
SegmentationHygiene Factors
Motivators
Critical success factors3© Cranfield University 2013
Insight and research
Business Insight
Value Perceptions Segmentation
Critical Success Factors
Quality Perceptions
Product Decisions
CUSTOMER RESEARCH
4© Cranfield University 2013
Methods & techniques
• Brand tracker survey• Satisfaction tracker
survey • Real time experience tracking
• Social media tracking• Transactional data
• Clickstream data• Market mix modelling
• Customer interviews• Focus groups• Mystery shopping
• Ethnography• Netnography• Customer network
research
Partial Holistic
Quantitative
& Qualitative
Quantitative
Qualitative
VIEW OF THE CUSTOMER JOURNEY
RE
SE
AR
CH
AP
PR
OA
CH
5© Cranfield University 2013
6
•Based on Kelly’s (1955) Personal Construct theory.
•Uncovers an individual’s mental model.
..1..Su
pp
lier
A
Sup
plie
r B
Sup
plie
r C
Sup
plie
r D
Sup
plie
r E
Sup
plie
r F
..5..
Buying power - high 1 5 2 Buying power - low
In what ways
are two of these
suppliers similar to
each other and different
from the third
…in terms of the
outcomes
you get?
Method: Repertory Grid Technique
•Based on Kelly’s (1955) Personal Construct theory.
•Uncovers an individual’s mental model.
..1..Su
pp
lier
A
Sup
plie
r B
Sup
plie
r C
Sup
plie
r D
Sup
plie
r E
Sup
plie
r F
..5..
Buying power - high 1 5 2 4 3 2 Buying power - low
…and how would you rate these other suppliers?
Method: Repertory Grid Technique
8
Enables comparison of the mental maps of individuals to identify:
(a) sources of individually perceived value, and
(b) their perceptions of each brand on these dimensions.
..1..Su
pp
lier
1
Sup
plie
r 2
Sup
plie
r 3
Sup
plie
r 4
Sup
plie
r 5
Sup
plie
r 6
..5..
Buying power - high 1 5 2 4 3 2 Buying power - low
Technical knowledge -
good1 3 3 1 2 2
Technical knowledge
- poor
Keeps me informed 3 1 1 1 5 2Does not keep me
informed
Makes my job easier 1 5 3 2 4 2Makes my job more
difficult
Method: Repertory Grid Technique
An immersive technique.
Walk in our customers’ shoes:
Customers buy value (as they see it)
not ‘our products’ (as we view them)
Ethnography
Netnography
Ethnography in online communities.
Analysis of content in blogs or forums.
Coffee “Aficionados”
Elitist
Class-conscious
Reject ‘basic’ home/ office
coffeeStarbucks:
‘demeaning’ to the movement
Enjoy creating great coffee (‘The
God Shot’)
Invest in high quality
paraphernalia• Segment Analysis:
10© Cranfield University 2013 Research Source: Kozinets, 2001
Experiences are influenced by relationships.
Moving from ‘me’ to ‘we’…
Families
Social groups
Business groups
A broader context of social reality
Unique techniques
Customer network
research
© Cranfield University 2013 11
Customer network
research
Value-in-use from TV consumption experiences,
within family networks
Value-in-use
Entertainment
Comfort
Control
Household Harmony
Relationship Support
Altruistic Gratification
Status
Others
12© Cranfield University 2013
Social Media Tracking
“Buzz mining”
Capture Tweets• Use of #Hashtags or text
search
Analyze Content• Build study specific
‘dictionaries’
Identify Key Themes
• E.g. usage, purchase, experience
Monitor Tweets and key metrics
over time
• E.g. sales, retention
13© Cranfield University 2013
Case study: Value-in-use
Excitement of new and rare foods
Value for money
For reasons of self-esteem and social recognition
Ease of access
Shopping experience
Fulfil ethical, altruistic or patriotic motives
For a ‘treat’ or for delicious, ready-made food
“I like your style Waitrose – “essential” choco pops indeed. #nomnom”
“Would just like to say that the Waitrose Formby staff are so pleasant. Shopping
in Waitrose is never a chore, it’s a pleasure”
Social Media Tracking
Brand personality as a predictor of supermarket
sales.
Competence
Sincerity
Excitement
Sophistication
Ruggedness
High Sales
• Critical success factors ExcitementCompetence
16© Cranfield University 2013
Real Time Experience
Tracking
Uses SMS/Text Message Technology to capture holistic
customer experience in real time
Participants complete an online survey prior to commencement of the study.
Participants receive a weeklyreminder email.
Participants send a brief 4
digit text message each
time they encounter the
brands
Every other day participants are required to visit their SMS diary to embellish the encounters they have already texted about.
After 7-28 days of texting and a final visit to the diary participants complete a Future Brand Direction questionnaire before exiting the study.
Pre-study onlinequestionnaire and weeklyreminder emails Real-time experience
Final diary entry and future measures questionnaire
© Cranfield University 2013 18
Real Time Experience
Tracking
• Data captured via 4 character text message:
19© Cranfield University 2013
Real Time Experience
Tracking
Multichannel customer segmentation
• Multiple relational contexts (e.g. ‘my bank’, ‘my telco’, etc)
• Clusters based on behaviours, profiled attitudinally
20© Cranfield University 2013