Objectives
A consumer durables company came to us with the following objectives:
1. Understand the new-owner experience
2. Develop programs/services that help differentiate the brand and create new revenue streams
Approach
Co-Creation: In-Person Interviews
- New owners in a large metropolitan area were recruited to participate in one of four 90 minute mini-groups
- Dealers and company representatives participated in an on-site consumer observation and brand workshop
Co-Creation: Social Media Panel
- New owners and current Facebook users were recruited to a private Facebook group.
- Each group ran for seven weeks and included feedback on current ownership materials as well as reaction to new loyalty program ideas generated during ideation
Brand Assessment: Loyalty Measurement
- Important touch-points were identified for loyalty measurement
- Key measures of customer satisfaction and loyalty were developed
- A template was created for ongoing results tracking
Result
Recommended Loyalty Program
Case Study #4
How a consumer durables company built a new loyalty program
Results have been blinded to protect client confidentiality. For more information, please contact us by phone or email.
