Insight driven decision - Insight-driven decision making: Vision Critical
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Asia Pacific Asia Pacific
Insight
driven
decision
making:
Insight-driven
How top brands uncover
decision making: market opportunities using
How top brands uncoverongoing
market opportunities
customer feedback
using ongoing customer feedback
Over 700 of the
world’s top brands
rely on Vision Critical
to help them build
better customer
relationships
The competitive advantage of
building relationships with your
customers
Insight-driven brands are setting the pace of business today. According to Forrester,
this new class of companies is growing faster than the average global GDP.
Collectively, they are set to make $1.8 trillion annually by 2020*.
Recognising the importance of becoming insight-driven, companies around the
world are investing billions of dollars in data collection and analysis. The catch?
Many of these companies have confused being data-driven with being insight-driven.
Having more data doesn’t necessarily mean you have insight.
There is a profound delta between companies that identify as insight-driven
and those that are. To be truly insight-driven, companies need to develop an
on-going, authentic understanding of customers as they evolve over time and take
action on delivering genuine value to the end-consumer. From our perspective,
a relationship-based approach to gathering insight is what’s needed to change
your DNA and succeed as an insight-driven brand.
What we’ve seen is the ability to collect data and share insight across the company
in an agile and scalable way, is proving to be a true competitive advantage.
So who’s doing it well? Within this ebook we’re excited for you to read in-depth
examples of how the best brands across Asia Pacific have taken a relationship-based
approach to customer intelligence to deliver value for their brand. Read their stories
to learn how you can drive business growth across regions, industries and initiatives
with customer intelligence as your secret weapon.
*Hopkins, McCormick & Schadler (2017), Forrester Research, Insights-Driven Businesses Set The Pace For Global Growth, p.2
visioncritical.com | 01
CONTENTS
Fo rewo rd
01
The competitive advantage of
04
Media & Entertainment | Marketing
building relationships with Learn how Southern Cross Austereo
your customers drives growth and business value
through insight
08
Technology | CX & Innovation
12
FMCG | Marketing
Learn how Telstra adapted to Learn how the George Weston
a monopoly market shift and Foods’ bakery business found
delivered a 30-point increase in NPS growth in a mature category
16
Insurance | Digital Innovation
20
Gambling Entertainment | Innovation
Learn how AXA Philippines Learn how TAB saw 50 percent
decreased service centre enquiries customer adoption within three
by 42 percent months of product launch
24
Tech | Product & Marketing
26
Banking | Customer Experience
Learn how carsales used Learn how Bendigo Bank support
contextualisation and segmentation customer-led decision making in
to fine-tune the seller experience real-time
28
Media & Entertainment | CX
30
Telco | B2B Marketing
Learn how the ABC expanded their Learn how PLDT Enterprise
weekly reach by 500,000 maximised business gains through
Australians year-on-year insight-driven strategies
32 Banking | Product Innovation
34
Media & Entertainment | Marketing
Learn how BankVic expanded its Learn how Fairfax are winning the
portfolio by tapping into the First CX race with data integration and
Home Buyer market audience segmentation
visioncritical.com | 03
Media & Entertainment
Advertising, Marketing, Customer experience
From data-silo to
revenue-engine
How Southern Cross Austereo drives
growth and business value through insight
Southern Cross Austereo (SCA), leading radio and TV distributor in Australia, connects
with up to 95 percent of Australians each week. With increased saturation in the market,
SCA has shifted its focus on ensuring content cuts through the noise by bringing the
voice of its audience to the centre of decision-making. Across five insight communities,
SCA has been able to measure brand awareness, shifts in perception and generate
actionable insight to safeguard investments from third-party advertisers. By monetising
insight from their communities, SCA saw over $15 million in revenue in 2017.
Over
18 point 12 teams $3 m
$15m increase in leverage in research
in ad revenue NPS for the community savings per
in 2017 Hit Network insight year
Southern Cross Austereo | 04
Our insight communities sit within the
centre of the business and it’s those
insights that drive the
business forward.
- Grant Blackley, CEO
Company
Overview
Finding the In one example, SCA research 78 member segments
signal in the noise undertook a perceptual to ensure each station Led by the Triple M
study for an insurance continuously delivers music and the Hit Networks,
With increased saturation in in line with current trends.
client to understand path- Southern Cross Austereo (SCA)
the market and unparalleled SCA engages listeners on a
to-purchase as well as the owns 78 radio stations across
avenues of communication weekly basis to understand
barriers to the brand. With metropolitan and regional
available, Southern Cross sentiment around the top
insight from the community Australia and represents
Austereo (SCA) recognised 25 song hooks in rotation.
highlighting a mismatch an additional 34 regional
the need to deliver content By gaining feedback in
between brand awareness
that resonated with target radio stations. Broadcasting
and brand understanding, real-time, music directors
audiences and allowed
the insurance brand was able use weekly community 86 free to air TV signals
advertisers to get the most insight to ensure the right in regional Australia,
to tweak its messaging and
out of each channel. songs stay in rotation and SCA cumulatively
strategy to create a better
With one of SCA’s core focuses brand connection. As soon as the wrong ones are taken connects with up to
to understand the attitudes, the campaign went live, SCA out of the mix. In this way, 95 percent of Australians
emotions and interests of iterated market perception in SCA has created a virtuous every week through
their audience beyond a real-time, tracking community cycle of loyal listeners, free-to-air TV stations,
transactional level, SCA responses to the campaign ensuring they deliver their national radio networks,
established five communities, and measuring corresponding customers the music they and digital assets.
engaging both regional and shifts in audience sentiment. like, recommended by them.
metropolitan listeners across Continuously engaging
Across five insight
78 member groups, totalling listeners and responding in
communities, SCA has
over 123,000 members. real-time has seen a significant
developed a unique
With over 12 internal teams
methodology for measuring impact on the Net Promoter The single biggest
leveraging community
insight, community members
brand awareness, perception Score (NPS) of two of SCA’s driver of success
movements and actionable most popular radio stations,
continually influence music, Triple M Network and the
for us is around
outcomes created by
marketing, content,
advertising in any main Hit Network. Triple M NPS insight-led ideation
and advertising across
the business.
media. By monetising increased by 5.7 points and - the insight we
insight generated from its the Hit increased by 18 points.
communities, SCA accrued gather from our
Monetising insight for $600,000 brought in by communities is
advertising revenue the insurance campaign, critical for us to go
SCA supports advertising contributing to an overall
spend by testing all stages revenue generation of over back to advertisers
of the campaign process $15 million in 2017. with genuine
within the communities -
from conducting market,
Predicting trends and customer solutions.
industry and consumer boosting customer
studies to creative testing, experiences - Brian Gallagher,
brand tracking and campaign To keep on pulse of music Chief Sales Officer
effectiveness studies. preferences, SCA leverages
Why is Vision Critical SCA’s secret weapon?
Deliver audience- Tap into hard to Fine-tune advertisements
focussed content to reach audiences, in real-time with iterative
keep a finger on the pulse across multiple radio customer conversations
of evolving interests networks after launch
visioncritical.com | 05
Elevating the role of insight
across the C-suite
John Musgrove, Head of Research
John has pioneered insight-driven decision making across
the organisation over the last 13 years. Leading a 25-member
strong research team, John consistently strives to deliver
valuable, agile insight across the organisation. With 40 years
in the media industry, John has transitioned from sales into
research believing, to truly deliver value to the end customer
you need to know the ‘why’ behind the ‘what’ of consumer
behaviour.
There needs to be a shift in mindset for research
teams to be proactive instead of reactive, ensuring customer
insight is at the forefront of business strategy.
Tell us about SCA’s a large and diverse media over the ‘how’, it’s important and support our teams
journey towards organisation, our to communicate insight in to be bold, courageous
challenge is in connecting a way that demonstrates and keep exploring. Going
customer centricity. a very broad range business value. beyond the silos comes
Our mandate to be of stakeholders. from the DNA in your
If I could share one
customer-led has always team culture.
Gaining traction anecdote for success here,
stemmed from the top.
it would be to give your What’s next on
One story I love on the across the business,
team a voice. The last two
power of customer insight especially with the the journey?
years has seen a dramatic
came from our CEO on C-suite, is a common I am a true advocate
change in our impact by
the launch of the iPod. for the power of insight
At the time, headlines challenge for any championing the value of
insight from the bottom-up. communities. The future
suggested the iPod was department. Can
of insight communities, for
set to kill radio audiences. you share your Could you offer high quality responses, will
However, on speaking to experiences? some tips on how be aggregating smaller
our audience directly, we communities under
found most were listening It is, and remains a key researchers can take
challenge. Pragmatically umbrella brands. I think
to radio more to find music insight beyond the smaller the passion
they wanted to purchase. and historically, ‘research’ is typical silos?
seen as very ‘dry’, so it’s point, the greater the
The audience was right, the engagement. Converse
always a challenge to get Research is in a very,
experts were wrong. to how that might come
people excited about the very exciting place
We’ve worked with Vision value of insight. In my these days. It’s changing across, I think every
Critical for eight years, experience, and morphing, so that brand’s focus should be on
and continue to prove the way to demonstrate means you get to explore engaging entire customer
out the value of insight- value to the C-suite is to as widely as you can. bases through insight
driven decision making. be agile and solutions Proactivity is your best communities - millions
From content to sales to focussed. There needs friend; it’s over to you to of customers, broken up
marketing, our 123,000 to be a shift in mindset look for a great study or into smaller sub-groups
community members for research teams to opportunity and then share that deliver targeted value
across 78 member groups be proactive instead of back often to people and to the brand. It’s about
provide weekly insight reactive, ensuring customer stakeholders who could understanding your
to ensure we stick to our insight is at the forefront of potentially benefit from it. customers deeper - going
customer-led mandate. business strategy. We encourage our team beyond a transactional
Today we are probably to always explore, push level to understand
about 80 percent of the Today, our work sits on boundaries, be willing to customer attitudes,
way to what I would call the desk of the COO. With fail to find new ways of emotions, and intent. To
customer centricity, but as most C-suite members doing things. This means do that, you need to cast a
interested in the ‘so what’ we have to encourage wide net.
Southern Cross Austereo | 06
Disseminating insight to drive action:
Boosting ad sales with accessible, agile insight
Jasmine Beech, National Sales Research Manager
Within her role, Jasmine provides continuous insight to sales teams, strategists, clients and the C-suite
across Australia. With a fast-paced and comprehensive role, Jasmine’s niche in the research space is
founded off insight-driven ad strategy, with no two days the same. Over the past seven years, Jasmine
has increased customer conversations by 15 times and works with over 12 internal teams to turn insight
into action.
How does insight fit the advertising and media the communities enable Can you share one
into the sales process realm. Sometimes we may us to deep dive into key learning around
only have 24 hours to turn our audience’s values,
at SCA? around a brief or a few attitudes, buyer graphics - disseminating insight
We feed our sales teams hours to generate insight anything you want to know, across multiple
with agile, ad hoc projects to support a pitch. I’m a big we can probably find it out. stakeholders and
as well as continuous believer in agile research, teams?
insight support across and our community enables Tell us about one of
specific customer your most impactful Tell a story around the
us to do that. Traditional
segments. From sales insight. People don’t
market research has always projects with the remember graphs, or
pitch through to ad launch, had the downside of taking community.
we have developed a 30-slide decks - but they
weeks, if not months, to
unique methodology Where do I start - there do remember stories.
generate customer insight
for measuring brand have been so many! Last Dealing with multiple
from research projects.
awareness, perception November, we undertook stakeholders with varying
Today, we generate insight
movements and actionable a perceptual study for agendas at SCA, I’ve learnt
in hours that we can
outcomes created by an insurance client to to speak to their pains. With
effectively distribute across
advertising in any main understand the path- every insight project we
our teams to support
media. Our communities are to-purchase as well as conduct, I ensure it solves
client conversations.
our secret weapon when the barriers to the brand. a challenge faced by the
we speak with prospective Radio listeners are Through the communities, stakeholder so I can meet
clients. The insight we typically a hard-to- our sales team identified a them on a playing field
generate to make iterative mismatch between brand that makes sense to them.
reach audience. How It’s important to outline the
improvements in real-time awareness and brand
do you ensure you understanding. With this ‘why’ behind the customer
has been unparalleled for
sales growth. deliver advertisers insight at hand, we were need, explain the ‘so what?’
a comprehensive able to course-correct, around why it matters and
The popular maxim understanding of with the stakeholder prior always demonstrate the
goes, “fast is better to launch, and ensure its ‘now what?’ to ensure the
customers across a insight is actioned upon.
than perfect”. What’s success by measuring
range of audiences? impact over time to make
your perspective on Common feedback we iterative changes in market.
the value of agile receive from clients and Looking at the numbers,
insight generation ad agencies is ‘tell me last year alone we
over robust research about your audiences’ generated over $15million
projects? and ‘why should we in ad revenue through
target them’. Whilst community insight and we
‘Fast-paced’ is definitely the radio ratings are readily aren’t looking to slow down
slogan when it comes to available for advertisers, any time soon!
It’s important to outline the ‘why’ behind
the customer need, explain the ‘so what?’
around why it matters and demonstrate
the ‘now what?’ to ensure the insight is
actioned upon.
visioncritical.com | 07
Technology
Human-centered design, Innovation, Customer experience
Delivering first-in-market
innovation through
employee co-creation
How Telstra adapted to a new market shift
and delivered a 30 point increase in NPS
Telstra leverages both its employee community, Telstra Catalyst, and customer community,
My Telstra Experience, to shape and deliver ‘a brilliant connected future for everyone.’ With
the release of the government-owned National Broadband Network (nbn) set to provide fast
broadband to all Australians, Telstra needed a way to ensure they delivered a product that
adapted to this market shift and delivered value to its customers. The result? Collaborative
innovation between Telstra and the Catalyst community saw the launch of the Telstra Smart
Modem, delivering an NPS uplift of up to 30 points in the sales to activation experience and
50 percent fewer modem returns year-on-year.
Up to 30 point 13 point 50% 18%
increase in customer increase in NPS fewer modem decrease
advocacy within 30 days for plug-and-play returns year- in order
purchases on-year cancellations
Telstra | 08The use of the Catalyst platform is enabling our team to
drive a dynamic ‘test-learn-refine’ methodology to
Customer and Agent testing. With communication,
research activity, customer data and live
interactions from one source, we are able
to adapt and react in real-time.
- Lorraine Tabet-Curtis,
GM Change and Incubation
Delivering a environment, and an In order to respond to Company
first-in-market easy to use platform, market demands quickly,
that allows employees how could Telstra Overview
nbn hybrid modem
to share opinions and ensure they deliver a
With the release of the
Telstra is becoming a
have their say as both an truly differentiated and
nbn in Australia, Telstra world-class technology
employee and a customer. innovative product that
needed to adapt to the improved customer
company that empowers
Using these insights
new market landscape, people to connect, aiming
Telstra can make experiences?
and provide competitive thoughtful decisions to create a brilliant
offers with Telstra-only on how to improve the With the Telstra Catalyst connected future for
value to nbn customers. overall experience and employee community everyone. Telstra provides
Telstra devised a range design of Telstra products, at hand, Telstra married services to Australian
of initiatives aimed at services, and systems for user and behavioural customers spanning
providing seamless its customers. data with insight gathered across mobile, fixed
customer interactions and from continuous, voice and fixed internet
improving customer NPS Co-created two-way dialogues broadband services, and
when distributing new nbn innovation - exploring product set up, their presence spans
broadband services. speed and performance,
The Telstra more than 20 countries.
notifications, and overall
Smart Modem experience. With insight
A new way forward -
Telstra developed the gathered within hours,
pre-validating new one-of-a-kind Telstra Telstra identified
customer experiences Smart Modem (previously pain points and gathered
Telstra worked with known as the Telstra in-depth insight from
Vision Critical to engage Gateway Frontier), to help specific user journeys
their employees via an online customers get connected with the product.
community, Telstra Catalyst. faster over the mobile
The result? Real-time,
With 80 percent of staff network while they
iterative developments.
on the Catalyst community waited for a home
Telstra addressed issues
being fixed-internet broadband connection.
relating to the mobile
customers with Telstra, back-up capability and
In preparation for the
the company were able to Wi-Fi coverage in a
launch, Telstra wanted to
place both customers and safe environment,
ensure the user experience,
employees at the forefront implementing
and specifically the device
of product and service improvements quickly
installation process, was
initiatives. to solve user issues before
clear and easy to follow
Through Catalyst, Telstra for customers. they launched to market.
can gather insight in a safe
Why is Vision Critical Telstra’s secret weapon?
Relationship MemoryTM Innovate in a secure Pre-validate
to understand how and closed testing customer experiences
community members environment, prior to with employee insight
evolve over time product launch
visioncritical.com | 09An employee community is an incredible tool for a product
manager. Bringing together the insight from the community
and having real customer input across multiple teams meant
that we delivered a better end-to-end customer experience
than we could possibly do without our Catalyst community.
- Linda Sylva, Product Manager - Telstra Smart Modem
50% 18%
13 point fewer
decrease
30 point increase modem returns
in order
cancellations
increase in in NPS for year-on-year
customer plug-and-play
advocacy within purchases
30 days
Telstra | 010Delivering superior customer advocacy amongst and an 18 percent decrease
experiences - new customers with a peak in order cancellations.
boosting NPS of 30 point improvement.
The Telstra Smart Modem,
This demonstrated the ability
This Australian first nbn along with other solutions
of the modem to achieve
modem, showcased such as self-install kits,
and maintain connectivity
Telstra’s ability to deliver have resulted in an auto-
throughout variations in
strategic and innovative activation rate of close
network availability.
products to its customers, to 90 percent and led to
reinforcing its network Additionally, for customers 280,000 fewer password
superiority over competitors who bought a modem in-store related calls in the first
with an experience and were able to instantly 90 days after activation.
that assured reliability ‘plug and play’ upon
and connectivity. powering-up the modem,
NPS increased by 13 points.
When comparing to the Through innovation and
baseline, for customers customer-led product
with the Telstra Smart Modem, solutions, Telstra has also
Telstra has seen an average seen 50 percent fewer
15 point improvement in modem returns per year,
For Catalyst, we want
Predicting and preventing churn to continue creating
with insight opportunities for
Relationship MemoryTM our staff to provide
direct feedback into
Telstra has already started to lead in the use of Relationship the innovation of
MemoryTM; the ability to contextualise insight and identify patterns new products and
in data to build authentic relationships with community members services.
that deepen over time. As one example, Telstra append more than
40 categories of data flags every month to avoid asking community We hope to grow a
members unnecessary profiling questions. With Relationship diverse community in
MemoryTM, Telstra is able to generate ongoing, continuous insight order to support new
from their members, as they evolve over time. strategic initiatives,
harnessing our
Strategic NPS employee’s expertise
Like many organisations, Net Promoter Score (NPS) is a key business and knowledge.
metric at Telstra. With seven years of customer insight gathered - Phi Do,
through both a customer community and employee community, User Experience Designer
Telstra make use of their longitudinal insight in the NPS space.
Following customers over time revealed that many customers often
change their minds about Telstra: shifts in NPS heal over long periods
of time, but can be created quickly by a point of failure. With robust
longitudinal insight and a deep level of understanding, Telstra’s
position in understanding strategic NPS is unparalleled in the market
and enables them to course-correct in agile environments to predict
and prevent churn.
visioncritical.com | 011FMCG
Innovation, Marketing, Customer Segmentation
Insight-driven marketing
delivers $104 million in retail
sales over two years
How the George Weston Foods’ bakery
business found growth in a mature category
George Weston Food’s bakery business, Tip Top®, is the leading bakery provider across
Australia and New Zealand. Bakery is a mature market in Australia, and with limited growth
potential, Tip Top needed a way to deliver value to consumers and outpace the competition.
By tracking insight over time and responding to specific consumer needs, Tip Top has
delivered consumer-first solutions to see incremental revenue growth for the brand.
New products are Over
$104m 23%
2X 52X in retail sales uplift in Purchase
more likely to succeed ROI for Tip Top from NPD Frequency for
than industry standard Sandwich Thins over two years Golden bakery
George Weston Foods | 012At Tip Top, the power of insight-driven
decision making through our insight
community is unparalleled
in value for our team, business
and stakeholders.
Company
- Amy Saha, Head of Insights Overview
Tip Top®, owned by George
Weston Foods, is the
leading Bakery business
Re-igniting the innovation, test products, On first iteration, the product
across Australia and New
marketing flame - evaluate marketing concept did not perform well
with consumers, outlining Zealand. With a history that
shifting from data campaigns, and fine
tune messaging based on its launch as a ‘risky’ spans over 50 years, Tip
to insight investment. However, by Top has grown to produce
specific target markets.
In Australia, there is limited continually testing, iterating over one million bakery
growth potential in the By tracking consumer insight feedback and engaging products every day to be
mature bakery segments. over time, Tip Top has been specific consumer segments distributed across Australia
With a wide portfolio, able to identify and track across the entire product alone and is committed to
Tip Top needed a way to emerging shopping trends, development cycle, Tip Top
and importantly, pinpoint developing products that
enrich their data stores was able to validate the
white space for potential company’s biggest NPD can be enjoyed by
to understand consumer
innovation. investment to date with generations of Australians.
behaviours, attitudes and
emotions to ensure they consumer backing.
met consumer needs. Safeguarding Fast forward six months
success in a new post launch, Tip Top
Engaging the right market with Tip Top Sandwich Thins is now “Access to
market with Bakery Sandwich Thins: driving growth in sandwich consumers like
Conversations alternatives, delivering
a return on research what we have in
In order to engage consumers
#
1 driver of growth
in an emerging investment of over Bakery Conversations
with products relevant to 5200 percent.
category
them, Tip Top launched is essential given
Bakery Conversations, Continuously looking to all the competitive
an insight community expand its portfolio,
segmented based on interests Tip Top identified white pressures on
and purchase behaviour. space within the market marketing in today’s
from Bakery Conversations
By profiling members
that informed the
environment.”
based on behaviour over
demographics, Tip Top development of Tip Top - Justine Cotter,
delivered a depth to their Sandwich Thins, a light
and thin bread alternative.
Head of Brands &
data not previously possible, Communications
demonstrating the vast From the insight gathered,
differences in consumption internal product teams
despite similar demographic developed a prototype
traits. Since its inception in product that they
2014, Bakery Conversations hypothesised would
has been used to support succeed in market.
Why is Vision Critical George Weston Foods’ secret weapon?
Innovate in a Build authentic consumer Contextualise insight
secure testing relationships through and identify patterns
environment, prior two-way, ongoing in data to understand
to product launch conversations consumers as they evolve
visioncritical.com | 013The Golden TV campaign is one of the most creatively effective
executions we’ve seen in Australia from any category.
- Kantar Millward Brown, ‘Unleashing Golden’, 1st February, 2018
$104m 23%
Over uplift in
in retail sales
New products
52X Purchase
2X ROI for Tip Top
from NPD over
two years
Frequency for
Golden bakery
more likely to Sandwich
succeed than Thins
industry standard
George Weston Foods | 014HOW TIP TOP SUCCESSFULLY
TRANSFORMED A MATURE
CATEGORY THROUGH
MARKETING AND INNOVATION
Unleash the With the goal to increase the and validation of the all products in the company’s
Golden Crumpet purchase frequency and share final “Unleash the Golden history. With $3.6 million
of wallet of Golden Crumpet Crumpet” campaign. There of business value from the
Increasing loyalty and
buyers, Tip Top aimed to was uncertainty around increased volume,
purchase frequency in
expand the consumption of how the campaign would be the campaign contribution
a mature market
Golden Crumpets beyond the perceived in market, and how to sales was above the
With no significant advertising ‘butter and honey’ classic into consumers would react to a international average.
efforts on a key Tip Top brand a more holistic and cross- shift in mindset around an
‘Golden’ for over a decade, season meal with various Australian family favourite.
Bakery Conversations was savoury toppings.
engaged to understand how After working with the
best to target a disengaged How could Tip Top change community to fine tune and
market in the right way. With the consumption mindset improve the campaign with
community segmentation, Tip of an Australian classic in a storyboard developments,
Top identified key purchase way that resonated with its live chats on perception
behaviours among Bakery consumers? and likelihood to buy, it is
Conversations members and In order to validate the now one of the most
asked the right questions, marketing spend and successful TV commercials
to the right people, around develop a confident go- for the Tip Top brand.
their relationship with Golden to-market campaign, The “Unleash the Golden
Crumpets, a classic Australian Bakery Conversations was Crumpet Campaign” generated
breakfast bakery item. integral in the development the best volume uplift across
The Way Forward: Understanding consumers as they evolve over time
Strategic Innovation
Bakery Conversations has transformed how Tip Top perform insight-driven, consumer-centric
decision making. By leveraging community insight, newly launched products are now two times more
likely to be successful in their first year when compared with industry standards.
Cultural Advantage
With access to insight communities of Australian consumers, George Weston Foods is able to
understand and contextualise differences in cultural behaviours across its consumer base. In order to
understand and change deeply embedded cultural behaviours around consumption of bakery goods,
the brand needed to deep dive into specific behaviours and mindsets of Australians that ultimately
affects the success of new products. By engaging the right community members with the right
questions, at the right time, George Weston Foods is able to generate ongoing, continuous insight
from their consumers, as they shift and evolve.
visioncritical.com | 015Insurance
Customer service, Innovation, Digital transformation
Accelerating innovation
in line with customer needs
How AXA Philippines decreased
service centre enquiries by 42 percent
AXA Philippines, one of the country’s top insurance providers, enhanced its business
model to support agile, customer-centric decision making. By engaging customers
across the entire development cycle, AXA Philippines co-developed innovations such
as ‘MyAXA’, a service that enables customers to access their policy and investment
details across multiple platforms 24/7. The result? 42 percent decrease in customer
inquiry calls and three times higher customer satisfaction.
160% 42% 3X Insight-led
increase in drop in customer increase decision making
share of wallet for inquiry calls in CSAT across the
community members organisation
AXA Philippines | 016By understanding our customers better
through MyAXA Cafe, we are then able
to design even better solutions to
constantly improve the delivery of
a frictionless customer experience.
Company
- Rahul Hora, President and CEO Overview
AXA Philippines is a joint
venture between AXA
and Metrobank, offering
financial security to
Improving customer MyAXA Cafe not only supports flexible navigation of online
more than one million
engagement ongoing, two-way dialogue transactions, policy details
with customers, but also and offers. individuals through
In order to overcome low various group and
enables AXA Philippines to
customer engagement Through the voice of the individual life insurance
validate potential solutions
across the insurance customer, AXA Philippines
and services in a safe and products. With acquisition
industry, AXA Philippines identified key features that
closed environment before of Charter Ping-An, AXA
needed to gain a deeper were seen as ‘must haves’
market launch. MyAXA Cafe Philippines now also
understanding of customer for AXA customers.
has now become the offers general insurance.
perceptions, attitudes and Utilising these features meant
compass that directs
emotions towards insurance that the app successfully Based on 2017
decision making processes
and related purchases. cut customer inquiry calls performance, AXA
within AXA Philippines.
by 42 percent, increased Philippines ranked #2 in
Focussed on delivering better Across multiple departments
application downloads by
solutions and experiences and stakeholders it is used terms of Total Premium
2.5 times, more than doubled
that appeal to its rapidly as a first step prior to
usage rates and saved over
Income, which grew two
evolving consumer market, business decisions. times faster than the life
four years of accumulated
AXA Philippines recognised industry and four times
working days in resources.
the need to build connections Increasing the faster than all top
and engagement beyond usage of AXA five competitors.
a point-in-time measure. customer portal
On-going, two- As the needs of customers
continue to grow, AXA
way customer Philippines saw the
engagement opportunity to bring
through MyAXA Cafe self-service transactions
In order to continuously to life through MyAXA,
engage customers, AXA shifting policy management
Philippines partnered with processes to digital.
ABN Impact and Vision In 2017, AXA Philippines
Critical to establish a engaged customers through
branded, insight community MyAXA Cafe to help define and
of engaged customers called identify requested after-sales
MyAXA Cafe. features that allowed for
Why is Vision Critical AXA Philippines’ secret weapon?
Innovate in a Continuously improve Generate real-time
secure testing CX touchpoints feedback on user
environment, prior through two-way, experiences throughout
to product launch ongoing conversations digital transformation
visioncritical.com | 017MyAXA Cafe has now become the compass that directs
decision making processes within AXA Philippines.
Across multiple departments and stakeholders MyAXA Cafe
is used as a first step prior to business decisions.
- Amor Balagtas, Chief Customer Officer
1.
Insight-led
3X
42% decision making
160% drop in
increase
in CSAT
across the
organisation
increase in customer
share of wallet inquiry calls
for community
members
AXA Philippines | 018Enabling the Customers helped AXA
right customer Philippines identify the Efma-Accenture Award
conversations approach, tone and
persona that would solicit
through Coach Finn For its use of MyAXA Cafe,
engagement. By iterating
With low insurance feedback from MyAXA Cafe, AXA Philippines has won
penetration in the country, the launch of Coach Finn Silver in the prestigious
AXA Philippines recognised became a pre-validated
that a large majority of the success.
Efma-Accenture
market remained untapped. Innovation in Insurance
Within five months of launch,
With the help of MyAXA Cafe, Awards 2018, a global
AXA Philippines launched AXA Philippines converted
15 percent of the leads that competition which has
an engaging and simplified
were engaged through the facilitated numerous
online financial needs
analysis tool called ‘Coach Coach Finn platform, which innovation in the
Finn’, helping customers with was three times higher than insurance sector.
their financial game plan. regular online campaigns.
Increasing customer share of wallet
The ROI of community members:
The value of providing a two-way dialogue, where customers feel their voice
is heard and actioned upon, can improve the share of wallet seen by brands.
Why? Loyalty, spend and advocacy all increase when brands invest in building
authentic customer relationships. MyAXA Cafe members spend 160 percent
more than regular customers.
Strategic Innovation:
Looking beyond point-in-time measures of satisfaction, AXA Philippines has
now developed a longitudinal understanding of customer behaviour. With an
over-time view of customer, AXA Philippines are able to iterate developments
to products and services in line with evolving customer needs.
visioncritical.com | 019Gambling Entertainment Human-centered design, Innovation, Customer experience Maintaining leadership in a dynamic industry How TAB saw 50 percent customer adoption within three months of product launch Tabcorp’s market leading wagering brand, TAB, continues to face intensive competition with corporate bookmakers fighting for market share. In order to retain its position as an industry leader, TAB needed to ensure its products and services continuously deliver value to customers. Leveraging its insight community, TABTALK, TAB was able to co-create an innovative product ensuring customer needs and feedback were at the heart of innovation across seven out of ten development stages. The result? A product that saw 50 percent customer adoption in its first three months, delivering an average 250 percent return on investment per customer within their first 30 days of use (excludes product build costs). 250% 6 point 50% $1m ROI per customer increase customer adoption in research within their first in NPS within three months savings 30 days of use of product launch Tabcorp | 020
In all we do, think or decide, we
aim to start with the customer.
- Kasia Witon-Wanstall, GM Corporate Brand
and Insight
Leveraging members highlighted a Financial Return: Company
insight to win potential opportunity for The product delivered an
a product to increase share average 250 percent return Overview
To support customer-
of wallet for TAB customers. on investment per customer Tabcorp is an ASX top
centric decision making,
within their first 30 days
TAB partnered with Vision Starting with identifying the 50 company , one of
of use (excludes product
Critical to establish the growth opportunity, the team the world’s largest
build costs).
TABTALK community in progressed with concept publicly listed gambling
2013. With over 6000 active and product development, Market Traction: entertainment companies
members, TABTALK is widely utilising the TABTALK 50 percent of TAB customers with some of the best loved
used by product, channel community across all stages used the product within three betting and entertainment
and marketing teams to of the development cycle. months of product launch, brands. Tabcorp aspire
understand the attitudes, As a result, they delivered a with an even higher 80 percent
powerful digital innovation to be the first choice
emotions and intent of of TABTALK members.
its customers. that gives customers a for customers however,
chance to increase Brand Equity wherever and whenever
TABTALK allows TAB to and Perception: they choose to play or bet.
their winnings.
gain a holistic understanding Brand tracking data has
of how its customers engage How was TAB able backed up the success
with its products and to co-create with of the product, showing a
services. Today, supported customers to ensure six point improvement in
by TABTALK, TAB is able to the product’s success NPS and 16 percent increase By understanding
start integrating community
insight with actual customer
in market? in value perceptions since our customers
product launch.
behavioural data and On the first iteration, better through
the product concept did not
trends to build a deeper
perform well, with customers
TABTALK, we are
understanding of
its customers. questioning its viability. able to strategically
The TAB team used customer deliver better
Co-created feedback to review and
further develop the concept products and
innovation -
adding value
and, through continuous solutions with
iteration and testing,
for TAB customers TAB developed a product
confidence that
With multiple betting that doubled the claimed enhance the TAB
providers offering likelihood of customer experience.
competitive odds across take up from 40 percent
a wide range of racing and to 80 percent. - David Beirne, GM Trading
sports markets, TABTALK
Why is Vision Critical TAB’s secret weapon?
Iterate development Contextualise insight Keep pace with market
with customer insight, and identify patterns demands with a finger
prior to product launch in data to understand on the pulse of customer
customers as they evolve expectations
visioncritical.com | 021With many internal teams leveraging the community,
TABTALK is well known as a rich source of customer
perspectives, attitudes and behaviours. The goal of the
customer insights team at TAB is to bridge the gap
between decision makers and our customers,
and TABTALK helps us achieve this.
- Tom Lobban, Insights and Research Manager
50% $1m
6 point customer
in research
250% increase adoption within
savings
ROI per customer in NPS three months of
within their first product launch
30 days of use
Tabcorp | 022PREDICTING RETURN ON
MARKETING INVESTMENT:
THE ROLE OF INSIGHT
For TAB, providing results to predictive modelling who took up the offer and Having the TABTALK
the right offer at the in order to estimate ROI. increased incremental community means we
right time is crucial revenue by 81 percent.
From tiered benchmarks can rely on consistent
to capturing share established through TABTALK, With predictive modelling and quality feedback
of wallet. TAB confidently launches and the TABTALK community
offers and products that will to continuously enrich data
to ensure our products
With the TABTALK community,
deliver on targets. In a recent over time, TAB is able to are in line with what our
TAB is able to engage with customers really want
example, TABTALK members build a virtuous cycle of
customers before making
decisions on offers and
identified a specific NRL offer ROI predictors to provide and have every chance
as particularly appealing. This greater confidence in of succeeding.
promotions. Currently, every
insight was used to select this business decisions.
new promotional concept is - Zerah Gallardo,
offer over a previously used
tested with TABTALK
alternative, which UX Researcher
customers. With insight
on estimate, doubled the
generated in days, if not
number of customers
hours, TAB is able to add
Creating a unified view of customers
at TAB
Strategic Innovation
“Vision Critical has
TABTALK helps the TAB team make insight-driven, customer- been with us from
centric decisions. The community is now integral to the product early pioneering
development cycle, validating decisions and co-creating to evolving and
successful products in line with customer needs. increasing in value
to the business and
Integration - A key to unlocking a data ecosystem
relevance. TABTALK
TAB has linked its transactional and behavioural data with has helped us to
the insight generated within TABTALK to build a deeper un- drive the customer
derstanding of the customer. By aligning customer spend with centricity agenda.”
attitudes, emotion and intent to purchase, TAB is able to gain a
- Kasia Witon-Wanstall,
singular view of what’s behind actual customer activity analytics, GM Corporate Brand and
and better predict future behaviour by closing the loop through Insight
longitudinal analysis.
visioncritical.com | 023Automotive
Customer experience, Innovation, Digital transformation
From Data-aware
to Insight-driven
How carsales uses contextualisation and
segmentation to fine-tune the seller experience
carsales, Australia’s number one for online car classifieds, shifted its business model
to support customer-centric, insight-driven innovation. With the ability to reach out
to specific segments within The Loop community, carsales is able to feed insight to
multiple teams within hours and fine-tune products and services to meet specific
customer needs.
8 teams 25% Deep dive 5,000
leverage estimated decrease into customer community
community insight in distribution costs segments members
for seller packs
carsales | 024Having a readily engaged group of
members (even those detractors!) to test
marketing messages, product development
and even to gain additional insight from
has been invaluable and is helping us
shape an exceptional end-to-end
customer experience.
- Vladka Kazda, Chief Customer Officer
Outpacing new Improving the and digital documentation to Company
automotive market seller experience ease the car transfer process.
Overview
entrants with With a distinct understanding
customer-led of a customer pain point
We love the direct Carsales.com Ltd
decision making around private seller line we now have to (ASX:CAR) is the largest
information packs from the our customers and online automotive,
With increasing competition
volume of calls to customer motorcycle and marine
within the market, carsales
service and comments the opportunity this classifieds business in
needed a way to understand
how, why and when its via NPS surveys, carsales provides to really Australia with 4.7 million
customers buy. New non- wanted to dive deeper to deep dive into the members and operations
automotive market disruptors, understand the ‘why’ behind across 12 countries.
customer dissatisfaction. customer experience. Dedicated to delivering
like Amazon and Facebook
have shifted the market With The Loop community at - Deb Heaphy, Customer a smooth buyer and seller
landscape by competing its fingertips and the ability experience, carsales
Experience Manager
directly on customer to target members who had develops world leading
experience and loyalty. In recently sold a car, carsales technology and advertising
order to remain the number pinpointed the specific solutions that drive its
one classified site for buying customers that could help
business around the world.
and selling cars, carsales it deliver a superior product
needed to deliver a best-in- to market.
class, competitive service by Through iterative discussions
understanding the attitudes, around the selling process The Loop community is
We have leveraged
emotions and intent of and what customers prefer enabling carsales to create valuable insight
its customers. from a seller help kit, a Seller Pack that ensures the
carsales was able to realign right content is delivered in the
from The Loop
Partnering with Vision
Critical, carsales launched
the private seller pack right way and at the right time in the short time
contents, distribution and
an insight community, The utility direct from customer
within the customer’s journey. it’s been live
Loop, to enable a two-
way, ongoing conversation
feedback. Converging with The result? Increased which has already
the development of an earlier customer satisfaction
with its customers. Using Hackthon idea to digitise the and estimated decrease proven positive
profile variables, carsales paperwork involved in the car in distribution overheads impact to the
segmented its community by selling process, insight from by 25 percent, allowing
demographics, behaviour The Loop community helped carsales to deliver a superior business.
and purchase intent to ask substantiate the demand customer experience.
the right questions to the
- Vladka Kazda,
for digitisation. The recently
right customer segments. launched “Seller Checklist” Chief Customer
provides an online checklist Officer
Why is Vision Critical carsales’ secret weapon?
Segment customers Share insight Generate agile insight
to improve specific across the business to fuel decisions and
customer experiences in real-time support customer-centric
decision making
visioncritical.com | 025Financial Services Customer experience Delivering superior customer experiences within the financial services industry How Bendigo Bank supports customer-led decision making in real-time Bendigo Bank, Australia’s fifth largest retail bank, transformed how they use insight to keep pace with customer expectations. Truly customer first, Bendigo Bank leverages insight from their miVoice community to scale CX initiatives across products and services. With direct access to the voice of its customers, Bendigo Bank has been able to solve customer pain points and focus CX efforts on what matters most. 24 hr 1m 79% 90% insight minutes to be faster answering drop in phone turnaround saved in wait times of customer calls queue complaints Bendigo Bank | 026
As a business, our goal is to break down
isolated and disconnected customer
experiences and provide a seamless and
connected experience in an environment
where customers lead the way - our insight
community allows us to do that.
- Mike Hirst, Managing Director Company
Overview
Bendigo Bank is Australia’s
Digital transformation Listening to With improvements made
from community insight to fifth largest retail bank
in financial services - the Voice of and top 60 ASX listed
adapting to the Customer date, Bendigo Bank answers
customer calls 79 percent company. Serving more
industry shifts With a goal to create than 1.5 million customers
faster and sees a 90 percent
With customer service in the faster, simpler banking, drop in complaints about in over 500 communities
financial services industry Bendigo Bank engaged phone queues. The value of Australia-wide, Bendigo
rapidly evolving, Bendigo the miVoice community the miVoice community and Bank is dedicated to
Bank recognised the need to to better understand pain the ability to test thinking, get being Australia’s most
transform their products and points around certain new ideas, and align priorities, customer connected
digital offerings to keep pace banking processes. After has enabled Bendigo Bank to bank, cultivating an
with customer expectations. experiencing ongoing quickly implement changes, environment that allows
While recognising the need for complaints around call knowing that they’re local communities to
traditional branches, Bendigo wait times into their contact customer-led. thrive and prosper.
needed a way to validate centre, Bendigo Bank wanted
new strategic developments to find the ‘why’ behind the Australia’s best
across digital, services and increase in demands and
how to make it easier for
performing customer
products that would ultimately
affect the experience of their customers to service their experience bank
customers. finances. The result? Bendigo We pride ourselves
In 2015, Bendigo Bank
Bank were able to obtain on listening and
a strong customer voice
partnered with Vision Critical within hours and make agile
responding to our
to create an insight community adjustments to improve CX. customers, and it’s no
of engaged customers called
miVoice. miVoice is now the Bendigo Bank worked with its coincidence that our
sounding board for customer- insight community to test and organisation has been
centric decisions made across refine ideas. They identified
some immediate remedies
As of 2018, Bendigo Bank recognised as
the business that ensure is now the top ranked
Bendigo Bank holds true to but also explored the appetite first place in Forrester’s
company across all
their commitment to deliver for various technology
industries in Forrester’s Australia CX Index for
Australia’s most connected, enhancements that will
address contact centre
Australia Customer three consecutive years
customer-centric bank. Insight
demand into the future. One Experience Index for the - an award we believe is
is now generated within one
third consecutive year,
day allowing Bendigo Bank to example of work underway
following the establishment
linked to the impact of
remain agile and ensures that is a new mobile banking app
feature, which is expected of its Customer Voice our miVoice community.
the customer lies at the heart
of all business decisions. to reduce calls from the app Division in 2013 and the
into the contact centre by 60 creation of the miVoice - Julie Dillon, Senior
seconds, saving the company community in 2015. Manager Voice of Customer
a total of one million minutes
in resources per year.
Why is Vision Critical Bendigo Bank’s secret weapon?
Validate decisions Fine-tune customer Contextualise insight
with customer insight experiences with real-time to understand customers
prior to launch customer conversations as they evolve
visioncritical.com | 027Media & Entertainment
Customer experience, Marketing
Increasing viewership
with audience-led insight
How the ABC expanded their
weekly reach by 500,000 Australians
The ABC, Australia’s largest public broadcaster, stays in tune with the changing mindsets,
attitudes and interests of Australians through its YourSpace community. As a result, the
ABC has influenced one of the most important socio-environmental issues of our time,
waste and recycling, and increased their weekly reach by 500,000 viewers.
Expanded Measures
weekly reach by
7 out of 9 13% Highest
500,000 increase in NPS
corporate KPIs with rated factual
program in 2017
Australians the communtiy
ABC | 028The Yourspace community panel has
transformed how we use audience
research and feedback at the ABC.
- Leisa Bacon, Director Audiences
Company
Overview
Adapting to evolving interests to keep an active attitudes and behaviours and The ABC is Australia’s
audience interests pulse on what Australians measure how these changed largest public broadcaster
care about and how over the course of the series. reaching 71 percent of
The reach of the ABC has all Australians across
they’re thinking.
been on slow decline for the Market traction five television stations,
past five years due to media Using their YourSpace
The War on Waste program 11 radio networks and
fragmentation and changing community, the ABC tests
reached four million viewers digital offerings each
audience behaviours. In program concept ideas and
across Australian television week. As a not-for-profit
order to achieve their goal gathers audience feedback
and, on one occasion, saw business, the ABC places
of reaching 100 percent directly from Australians
over 21 million views on its audience at the centre
of Australians each week, within hours, fuelling their
a related Facebook post, of its activities and
the ABC needed to better content roadmaps and arming
making it the ABC’s largest
understand their audiences’ multiple divisions across the strategies for the future,
ever Facebook engagement.
attitudes, emotions ABC with valuable audience- focused on delivering
and intent. led insight. The result? Within Societal change superior experiences
the last year, the ABC has Following the series, there that builds enduring
The broadcast platforms, TV
expanded their audience reach were significant increases in relationships over time.
and radio, that give the ABC
by two percent, equating to the proportion of Australians
scale, are being challenged
half a million more audience using BYO recyclable coffee
by more convenient on-
members each week. cups, composting and
demand platforms where
the major competitors are
using worm farms. Several There are very
War on Waste - major supermarket chains
global and support larger
announced the phasing out few areas of the
investments in customer raising awareness for
recycling and waste of single use plastic shopping ABC now who
experience and content. In bags and plastic bottle
order to stay competitive, reduction don’t look to
recycling schemes were
the ABC launched an insight Ahead of its launch in introduced. What’s more, the the community
community, YourSpace, to
continually engage audiences
May 2017, the ABC worked program is now featured as to complement
with the YourSpace an educational resource in
and keep pace with their community to develop a schools across Australia. and inform our
interests and needs. deep understanding of the The War on Waste, co-created
decision making,
attitudes and behaviours of with the community, became from marketing, to
Building content Australians regarding waste one of the largest and most
that resonates and recycling. As part of the
content makers,
insightful studies on waste
with a nation development of the series, the conducted in Australian analysts and our
Over the last two years, the ABC engaged with YourSpace history, successfully changing strategy team.
ABC has actively engaged members and the broader the mindset and behaviours
with Australians - building Australian community (via of Australians around waste - Leisa Bacon,
social posts and websites) and recycling.
deep relationships, learning
to understand audience
Director Audiences
about their mindsets and
Why is Vision Critical the ABC’s secret weapon?
Understand evolving Generate insight in hours Building content that
mindsets of Australians, to fuel decisions and resonates, the right
as interests shift and support the audience- programs to the right
change quickly centric business model people in real-time
visioncritical.com | 029You can also read
