Examples

Customer Experience (CX) Consolidation and Alignment in Retail

Background

A large retailer with numerous customer touchpoints across business areas and channels was measuring customer experience in different ways with different suppliers. They wanted to consolidate their approach and use a single supplier across the business.

The Challenge

Existing programs, suppliers, trends and approaches were embedded across the business and transitioning each business area was a significant undertaking. The importance and urgency of the project was understood by all stakeholders, but the insight team did not have the required time to invest in planning and executing the consolidation.

How We Solved It

GBS was brought in to bridge the resource gap, taking on the project management, coordination, supplier communication, legal aspects and data security protocols. By immersing ourselves in the client’s business, we were able to gain a comprehensive understanding of stakeholder needs and earn the necessary credibility to influence the changes required to successfully implement a project of this magnitude.

Outcome

Across the business there is now a single supplier and a consistent, enhanced approach to measuring CX. The project was completed in 5 months and delivered smoothly with minimal disruption to reporting of key KPIs.

Area of Expertise

  • Customer Experience (CX) programmes
  • Stakeholder engagement and influence
  • Autonomous project management
  • CX partner collaboration

Transitioning Customer Experience (CX) Suppliers and Optimizing Incentives in Hospitality

Background

Looking to take full advantage of a transition to a new Customer Experience (CX) supplier, a chain of in-shop cafés wanted a full evaluation of their customer questionnaire and recommendations to gain more actionable learnings.

The Challenge

Café managers are evaluated on their CX scores so there could be no downtime in collecting customer feedback during the transition to the new supplier or questionnaire.

How We Solved It

GBS led the questionnaire evaluation and improvement process, using best practices from the new CX supplier along with our own expertise to integrate questions that provided the most relevant information on satisfaction levels related to food, beverage and service levels. Café management was also involved to provide input into maximizing the efficiency of the reporting functionalities and formats.

A kick-off session was organized and moderated by GBS to ensure buy-in from all relevant stakeholders. This was followed by the launch of a pilot programme with a small group of cafés, and then a staged regional roll-out. During this time we were in regular communication with the insight and marketing teams, as well as the café’s operational teams to ensure programme comprehension, and timely delivery and dissemination of the relevant onboarding material.

This was all done in parallel with internal support of the supplier transition, coordinating the required actions and information sharing between the company and the two suppliers, and ensuring all parties adhered to the transition timeline.

Outcome

In less than 3 months from the kick-off meeting the pilot was successfully completed and the full estate deployment began. Thanks to GBS’s integrated approach stressing ongoing communication and transparent project management, the supplier transition was seamless for the cafés and their customers, and there was zero downtime. The programme is now delivering more comprehensive CX results with insights that can quickly and easily be translated into corrective actions.

Area of Expertise

  • Questionnaire optimization
  • Enhanced metric reporting
  • Stakeholder communication
  • CX partner collaboration

Leveraging Continuous Data to Optimize Product Offerings in the Beauty Category

Background

A beauty manufacturer wanted to assess how its brands were positioned among UK women aged 50+ after reflecting on a lack of spend in the beauty category when compared to their share of the population.

The Challenge

The management team was convinced there were relevant opportunities within this market segment and wanted to quickly capitalize on them, but the planning and insight team did not have the bandwidth to take on an additional project.

How We Solved It

Not wanting to wait for internal resources to be available, GBS was brought in to execute the work on behalf of the client. We began by analyzing the client’s existing data to develop a comprehensive reference document regarding women age 50+ in the UK. With this baseline in place, we used Kantar and AC Nielsen data to identify the size of the opportunity and gaps in the current product offerings. This was supplemented by an ad hoc study completed in partnership with the research agency 2CV to pinpoint the most relevant opportunities, and followed up with comprehensive recommendations including products, packaging and communication strategies for each identified opportunity.

In conjunction with the planning and insights team, GBS facilitated engagement sessions to activate the identified levers and integrate the new opportunities into the company’s strategic plan.

Outcome

Thanks to the proactive GBS team, and the diligent work done by 2CV, the project was completed within 3 months. The client was able to visually understand which of their brands were relevant to this target and where they had gaps, along with strategieson how to close these gaps.

The programme was so successful that other countries adopted the same process to maximise opportunities with women age 50+ in their own markets.

Area of Expertise

  • Autonomous project management
  • Analysis techniques
  • Market and consumer insights
  • Customer segmentation profiling
  • Strategic brand analysis and planning
  • Stakeholder engagement and debriefing
  • Research partner collaboration

Social Media in the Beauty Category: Understanding Vlogger Attributes that Strengthen Brand Communication

Background

With the prominence of vloggers in the beauty market, a beauty brand was looking to evaluate the impact of vloggers on their brand penetration with young adults, and identify which vlogger attributes had the greatest impact on successful brand communication.

The Challenge

The client was not sure how to tackle the research, since asking questions directly to vlog viewers would be seen as intrusive. In addition, the insight team was concerned about building a valid sample composition in order to ensure reliable results while limiting potential biases.

How We Solved It

GBS joined forces with the brand team and a research agency to conduct testing with a population of regular beauty vlog viewers, dividing the sample between a control cell and a test cell with matched profiles. Brand assessment was undertaken with each cell to establish the baseline. The test cell then viewed a beauty vlog, rotating among vloggers, followed by another brand assessment to measure differences in brand perceptions after the viewing.

Outcome

Within 3 weeks the brand team was able to identify which vlogger attributes positively impacted the young adult market and how they could adapt their communication elements based on their learnings.

Area of Expertise

  • Applying a scientific approach to non-traditional media
  • Identifying optimal research methodologies
  • Strategic brand communication
  • Research partner collaboration

Managing Pack Testing with Neuromarketing Techniques

Background

A food retailer wanted to add an icon to their packaging to signify healthy credentials, but was unsure what placement would allow it to best stand out and cut through.

The Challenge

There were differing views from stakeholders and designers on the best position, and no existing research to help guide their decision. Design deadlines were looming and budget was limited so conducting a traditional consumer research study was not feasible.

How We Solved It

GBS partnered with Neurostrata to propose an approach using an algorithm to calculate optimum package positioning. Our experts managed the project on behalf of the insight team from start to finish, allowing them to continue to focus on their existing priorities.

Outcome

Conclusive results were delivered within a week with a clear recommendation enabling the client to make a decision based on evidence and with confidence. As an added benefit, the research results now provide a benchmark for future pack testing.

Area of Expertise

  • Autonomous project management
  • Research partner collaboration
  • Quick delivery of strategic insights

RFP Process for a Community Panel in Retail

Background

A major retailer wanted to consolidate its three existing customer communities to support the development of a single customer story, allowing for more concerted tactical and strategic planning while reducing programme investment.

The Challenge

Due to the critical nature of the communities and the insights they provided there could be no downtime during the RFP and consolidation process. On the business side, the needs of a large number of stakeholders had to be addressed since each community was focused on different parts of the customer journey across a number of channels. On the customer side, due to the high value and engagement levels of the community members, communication was critical and had to be clear and transparent throughout the entire process.

How We Solved It

GBS began by running an audit to capture the needs of each stakeholder, the philosophies of each research agency, and the value and costs of each community. From here, we applied the GBS RPF Framework.

For our retail client, GBS’s support continued through the final negotiations with the selected agency, where we suggested relevant KPIs and ensured all elements of the brief and solution were included in the contract.

Upon contract finalization, GBS undertook the planning of the community consolidation, including timeline management, communication material, legal matters and screeners.

Outcome

Six months from start of the audit the consolidation was complete. The client now has one single customer community offering deeper and more relevant strategic insights on a significantly reduced budget.

Area of Expertise

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