EmPower-Genpact Networking and Wine Tasting Event

Location: Vertigo Sky Lounge - Dana Hotel and Spa, Chicago

2
Networking and Listening: A Perfect Pairing
March 14, 2012, Vertigo Sky Lounge - Dana Hotel & Spa

Welcome
- William Childress, Genpact

Presentation – Networking and Listening:
AGENDA A Perfect Pairing
- Debjani Deb, Managing Partner, EmPower
Research

Bordeaux Wine Tasting and Networking
- Vertigo Sky Lounge – Dana Hotel & Spa

© 2012 Copyright Genpact. All Rights Reserved.

How to Acquire, Retain & Grow Customers

Debjani Deb
Managing Partner, EmPower Research, a Genpact company


SECTION 1

PREVALENCE OF SOCIAL MEDIA


5
The advent of social media has created a tectonic shift in how
brands evolve in the market place

61% 56% 34% 83% 42%
of social
of consumers are of customers
of marketers have media users
likely to like when
of households generated leads have had a
recommend companies
use social through Twitter. conversation
a brand after contact them
networks 20% have with a brand
becoming in response
closed deals via social
a Facebook fan to their tweets
networks

Sources:
http://visual.ly/new-world-marketing
http://www.facebook.com/note.php?note_id=10150309161387904
http://www.mediabistro.com/alltwitter/digital-marketing-2011_b15395
http://www.briansolis.com/2011/11/how-to-make-cusotmer-service-matter-again/
http://www.business2community.com/social-media/10-rocking-social-media-stats-0122714


6
The industry leaders are looking to social media for insights
owing to its rich repository of stakeholder opinions

Joan Lewis Scott Cook
Global Consumer and Market Knowledge Officer Co-founder and Chairman

Social media listening isn't only replacing some survey A brand is no longer what we tell the
research but also making it harder to do by changing consumer it is – it is what consumers tell
consumer behavior and expectations. each other it is.

Stan Sthanunathan Frank Cooper
VP Marketing Strategy & Insights CMO, Sparkling Beverages

…asking questions and getting answers is going to Thanks to the tools of the social web, the
become more and more difficult and probably irrelevant interaction between brands and their consumers
in the next decade. Therefore, passive listening to is now a two-way street. And, this engagement
come up with insights is going to become leads to a meaningful dialogue
proportionately bigger …


Even B2B companies are increasingly using social media… 7

100
90
Lessons Learned
80 • It is becoming increasingly important in creating
70 awareness and demonstrating thought leadership
60 • Many customers, competitors, and future
50
40 employees expect companies to use social media.
30 • It can help companies shape and respond to (but
20 not control) opinion.
10
0 • It is changing the buying process in some
industries.
• It can play a valuable role in crisis
communications.
• It is a valuable tool but not a panacea.
2009 2010

Effective for Branding and Awareness 92% 72% 78% 45%
Effective for Connecting with Current and Potential 80% 89% 61% 45%
Customers
Effective for Addressing Services Issues 28% 39% 28% 0%
Effective for Professional Networking 0% 28% 28% 95%

Source: The Manufacturers Alliance/MAPI Survey 2011


8
Many large organizations are acting on the endless
possibilities already

Analyze daily
Identify online
brand buzz in
influencers to
15 languages
drive advocacy
globally

Tracks employee
Measure online
perceptions to
sentiments to track
advise institutions
reputation
on hiring
strategies

Understand Identify
patient needs and customer service
their adherence to alerts and enable
drug regimes response


Building the Insights Driven Organization: Various functions in 9

an organization can leverage social media across the “Market-
Engage” lifecycle

Public Relations

Market Research
Market

Listen
Engage

Learn

Regulatory Bodies R&D
Brand Teams


Let’s look at some examples of best practices in the industry 10


11
Dell Computers: Providing customer support on Twitter

35%
Detractors converted to
promoters

Reach exceeds combined
circulation of Top 12
American newspapers

Source: http://www.forbes.com/sites/ciocentral/2011/09/12/customer-support-in-the-virtual-era-6-lessons-learned-at-dell/


Ford Fiesta: Driving advocacy through influencers 12

10,000
Units sold within six
days of sales

50,000
Information requests
from new customers

Source: http://www.businessweek.com/managing/content/jan2010/ca2010018_445530.htm

13
Starbucks: Social Media- The new idea bank

100,000
Ideas contributed by
customers

130
Ideas launched in
three years

Source: http://blogs.starbucks.com/blogs/customer/archive/2011/03/18/happy-anniversary-my-starbucks-idea.aspx


SECTION 2

HARNESSING SOCIAL MEDIA


15
Both B2C and B2B brands can leverage social media to
acquire, grow and retain customers


16
The key success factors to enable social media for growth

Actionability Focus on tangible actions instead of reporting and metrics

Design mechanisms to filter the most relevant conversations
Relevance
for your business goals

Context Manual interventions to analyze context of conversations

Alerts Alert mechanism to act on negativity before it becomes viral

Language Ability to understand local language nuances for better
understanding of stakeholders


17
ACQUIRE: Social media alerting as a way of customer
engagement

A leading data
storage company Sales alerts Service alerts
uses social media
for qualifying
prospective
opportunities for
sales and
engagement
Engagement alerts

Impact
~30 qualified Influencer Profile
alerts provided

ENABLE ACTION
every month
resulting in strong
sales pipeline 3.6/5

Engagement, Awareness, Context


ACQUIRE: Targeting new customers through community
insights

Global leader in Top interests of target segment (Youths)
aerated beverages Music
profiles target
segment based on Movies
behavior, interest Sports
and attitudes to
identify campaign Communities Inbound Visitors
hooks Community A 119825 7.4M
Community B 11603 391K

Key Stats
Impact
30% increase in
target segment 41% 26% 19%
engagement
resulted in a
larger share of 41% discussions 26% expressed 19% liked the
wallet were found in top health concerns product and
online from aerated recommended to
communities beverages friends

19
GROW: Identify and engage with influencers

A Large
pharmaceutical Blog B Dr. A
Dr. D

company identifies
key influencers of a
Blog A

category to engage Society 1 Clinic A
and drive advocacy
Point of
Influence
Forum 1

Impact Society 2
Monumental
increase in positive
sentiments after • This map represents inter linkage within the influential
sites i.e. one website being mentioned in the other
tracking /
engaging with the • The size of the bubble represents the number of
key online mentions, the larger the bubble the more is the number
of mentions and hence a stronger connection
influencers


20
GROW: Service improvements in real time

A global leader in
Food Mile points
airlines uses social  Barring few, food was criticized  Many felt that more miles
media to monitor by many as being non-creative,
with poor presentation with all
points were used up when
flying the airlines
customer service items in one tray.
 No snack option between
issues as 30% of meals was criticized
 Wines seen as down-market
customer tweets on
service are real-time
Seating
 Seating though improved
not the best, seats did not
recline-flat

Impact
Early alerts helped the Customer Service Flight Crew
 Crew and Flight Attendants
 Very poor call handling and
airlines enhance its information providing – nearly attitude criticized with
adjectives like ‘distracted, rude,
customer experience, 3 factual errors in one call
centre conversation as noted bored-look-when-greeting’, not
and eventually by a blogger prompt in taking snack orders

becoming the “Most
admired airline”


21
RETAIN: Calculating net promoter score in real-time

A Global leader in
currency cards uses Client Competitor
social media to
quantify customer
33%
experience and NPS Unhappy about
Service verification
in a real-time 59% charges
environment

26% Safe transactions
Security won customer
58%
Impact confidence

Three areas of
customer experience - 30% Premium cards
service, security and Respect provided were
48% admired
respect were identified
as drivers to achieve
corporate vision on Sentiments (%)
high NPS


22
RETAIN: Managing brand reputation using social media

A global leader in Increase in Awareness Sentiment
confectionary
products wanted to
identify the impact Negative
of negativity / Sentiment
sentiments on overall
brand loyalty
Week 1 Week 2 Week 3 Week 4

Impact
Loyalist First timers
Predictive models to
measure impact of
negativity on loyalists
Switchers


23


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