THE POWER OF CUSTOMER COMMUNITIES IN A B2B ENVIRONMENT Hype Innovation Forum, May 9th 2014
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1 THE POWER OF CUSTOMER COMMUNITIES IN A B2B ENVIRONMENT Hype Innovation Forum, May 9th 2014
2 Share with you Today Introduction Becoming a conversation company B2B case study Q&A
3 Introduction Elena Ozeritskaya - Founder Fresh Insight 2012 Specialized in Insight & Co-Creation: MROCs Consulting, training & coaching Keynote speaker Over 1o years of experience in managing conversations & cocreation with customers
4 Hype user forum 2013 Presentation How to implement Customer Insight into your Ideation process & boost your Innovation success rate The end of ad-hoc research and the start of an ongoing customer dialogue through Market Research Online Communities (MROCs) Interest to understand how MROCs work in a B2B environment 2014 so let s continue the conversation
5 Share with you Today Introduction Becoming a conversation company B2B case study Q&A
6 Why become a conversation company? YOUR CUSTOMERS ARE PROBABLY THE MOST EFFECTIVE CONSULTANTS YOUR COMPANY CAN HIRE
7 The rise of Market Research Online Communities (MROCs) A market research online research community facilitates the dialogue with your customer and connects both worlds.
8 What is a Market Research Online Community (MROC)? Closed interactive platform moderated by an experienced customer insight & community manager Carefully selected and screened group of customers Common interest for a certain period of time Moderated conversations next to individual and group tasks\ Insight generation; ongoing and rich 360 degrees analyses Co-creation
9 What is a Market Research Online Community (MROC)?
10 Features of an MROC Combination of the latest social networking tools with qualitative (and quantitative) research tools and creative tasks
11 Applications for an MROC Identify and track Trends Qualitative tracking of brand/product/service perceptions alongside competititors Define new business opportunities, strategic innovation area s Uncover new insights around new markets, audiences (persona s) and or topics Get close to your customer, evaluate customer experiences through product diaries, blogs, discussions and surveys Drive Customer Experience & Action! Generate & craft new ideas and concepts, stimulate cocreation
12 What kind of Customers should participate in an MROC? Diversity Creative customers Emergent customers Lead users Non-customers
13 Aren t MROCs only for B2C companies? B2B companies even hold several advantages over B2C companies: You know your clients Co-creation is ingrained in the mentality Customer feedback has always been a first-hand experience Smaller volume of conversation
14 Share with you Today Introduction Becoming a conversation company B2B case study Q&A
15 B2B case study background (1) A multinational company in crop solutions - crop protections and seeds - asked Fresh Insight to help them connect with the Dutch fruit grower. The Marketing department in The Netherlands wanted to explore a new way to generate insights and start a dialogue/co-creation with their customers. Challenges: Relationship with target group was not strong First time (online) dialogue with target group Grower s participation within online communities
16 B2B case study background (2) A pilot MROC project ran in a quiet period for the growers from mid January to mid March Growers were recruited: from different regions in The Netherlands a mix of traditional and innovative growers 30% creative and emergent customers
17 Objectives MROC Dutch fruit growers 1) Gain deeper insight into the life of the Dutch fruit grower 2) Discover (latent) needs and generate ideas for new products and services 3) Test the MROC methodology for insight generation and cocreation among growers
18 MROC proces (1) STEP 1: 5 weeks insightment/discovery: each week a different theme was explored with growers Questions and assignments for each theme co-created with marketing team individual tasks, poll questions, forum discussions and chat sessions during the introduction week Conversation guidelines
19 MROC conversations: a mix of questions, creative tasks, forum discussions and chats How do you see yourself as grower? How close ìs your relation with following companies and entitites? What are the charectericstics of a good advisor? Chat sessions with growers and marketing team involved
20 MROC proces (2) STEP 2: 1 week 360 degrees analyses/interpretation involving 38 fruit growers, Fresh Insight & Marketing team multinational Individual tasks, forum discussions and chat sessions 38 fruit growers Moderators MROC Learnings, quotes & remarks Marketing team
21 360-degrees analyses The most interesting quotes, insights and ideas were shared What I believe he means is Fruit growers were asked for their interpretation, opinions and in terms of the solution what role the multinational could play for them
22 MROC proces (3) STEP 3: 3 weeks Co-Creation going deeper into the most interesting insights & ideas evaluation of new concepts, advertisement and a newsletter Individual tasks, forum discussions and chat sessions
23 Co-Creation Several concepts, ideas, advertisements and newsletters were shared with growers. They could bring in their thoughts, build on ideas and concepts and co-create through creative tasks
24 Share results Weekly top line results to the marketing team & grower community 2 Debriefing moments for marketing team: 360 degrees analyses + end of the project Marketing team Growers
25 Results Total of 812 posts 451 chat posts, 100 forum posts 259 task posts
26 Results Relationship with multinational was not strong Collaboration among growers limited Appreciation and enthusiasm for multinational Openess and interest in collaboration with growers HAPPY CUSTOMERS BECOME LOYAL FRIENDS
27 Key Learnings Put more time and efforts in the recruitment and preparation phase : at the start organize a face-to-face meeting beforehand to break the ice online Project team needs to be more involved in moderation and analyses Need for a process to activate insights and ideas from the MROC: ideation platform 27
28 THE FUTURE Ongoing customer dialogue MROC central within Marketing & the Innovation platform: 28
29 Share with you Today Introduction Becoming a conversation company B2B case study Q&A
30 Website : [email protected] Tel : Twitter : E_Ozeritskaya
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