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How Global Brands Unlock Valuable Customer Insights

Written by Alida

Published September 30, 2019

On September 24, over 100 insights, marketing, product, and CX professionals gathered in New York to discuss the current state of customer insights, data privacy, and trust and transparency.

Global leaders from Refinery29, Lindt, Twitter, Canadian Tire, and Penn Medicine Lancaster General Health spoke about driving key business outcomes leveraging customer insights, including driving revenue growth, improving customer satisfaction, accelerating innovation, de-risking decisions, and monetizing insights.

Here are the major takeaways discussed at the event.

Refinery29: Leverage member insights to support both brand partners and editorial teams

Refinery29 uses their Mad Chatter insight community to gather deep, rich insights from their members, most recently uncovering a topic that filled a conversational void for millennial women: fertility and reproductive health. Providing their editorial team with a rich, deep pool of information from their member base on this sensitive and important topic, the insights team assisted in creating a content package that resulted in site visits upwards of 300% above internal benchmarks. This approach also works with their pre-sales team, helping them close more deals for custom partnerships.

Canadian Tire: Look-alike modelling helped Canadian Tire identify and expand customer base

Canadian Tire is Canada’s largest retailer, with one in every three Canadians actually a member of their loyalty program. They have been leveraging their insight community for product optimization, messaging, and ad testing for seven years now, helping to grow the Canadian Tire customer base and improve satisfaction.

More recently, they formed a valuable partnership with their data science team. The data science team had developed a model to identify trade professionals within their customer base, but needed validation. With the support of their insight community, they were not only able to validate their model but also identify gaps and inconsistencies. Feeding these insights back into the model allowed Canadian Tire to communicate with their trade professionals in a more personalized, targeted way.  Leveraging community insights and integrating them with Canadian Tire’s large pool of loyalty data has helped grow their customer base and drive higher lifetime value.

Twitter: Share back with customers to increase feedback, engagement, and revenue

In the age of trust and transparency, understanding why someone gives you feedback and what they’re expecting back from it is key. Twitter takes this to heart and puts their community, known as Twitter Insiders, first. Members benefit from access to otherwise unseen content, such as behind the scenes videos, bios on community members, and sneak peeks at new Twitter features. Twitter Insiders also get to see how their feedback is implemented throughout various departments and groups within the organization. This ongoing engagement doubled survey response rates and improved the quality of open ends over the last year.

From a business perspective, the engaged Twitter Insiders community has been invaluable for testing ad and video creative. For example, Twitter clients have benefited from understanding the strengths and weaknesses of an ad campaign that they might otherwise have missed. Feedback from the sales team showed that Twitter Insiders helped maintain and improve clients’ perception of working with Twitter, led to further conversations or meetings, and promoted additional revenue opportunities.

Penn Medicine Lancaster General Health: Leveraging employee insights is an organization-wide initiative

Burnout in health care is an ongoing issue and Penn Medicine Lancaster General Health recognized the importance of ensuring their employees had a voice in the future of the organization.

Before kicking off their community to gain insights from their employee base, the insights team knew that they needed to create solid partnerships across all departments. The first step was to hold face-to-face conversations with each department to ensure all stakeholders were bought in from the get go. These conversations really helped break down silos between departments and resulted in a positive and proactive approach to research with each department looping the insights team in on various projects without needing to be asked. The power of the insight community was noticed and valued even at the top, with the Penn Medicine CEO contributing questions to surveys.