Alaska Airlines

Success story:

How Alaska Airlines uses a hybrid approach to customer feedback to drive action and improve the customer experience

Research Challenge

Alaska Airlines is the fifth largest airline in the United States with 22,000 employees, flying to more than 100 destinations in North America. Alaska Air has been recognized for 12 years in a row as the highest ranked airline in customer satisfaction among traditional carriers in the J.D. Power North America Airline Satisfaction Study.

Such a high level of customer satisfaction does not happen by accident. Alaska’s approach to producing stellar experiences includes better understanding what travelers want and need on their airlines, then delivering it.

The Alaska Listens survey collects feedback focused on their guest’s day of travel experience, and links to their ticketing system which helps to bridge the gap between friction points and what their frontline can do to improve those experiences. This feedback is crucial, but Alaska was looking to do more to amplify the voice of their customers and better understand what’s important to them.

Solution

In an effort to get closer to customers and gain a deeper understanding of their values, Alaska Airlines used their Alaska Listens survey as a deployment tool to capture video feedback in 3 distinct areas: what friendliness means, understanding millennial thoughts on sustainability in the airline industry, and lastly, inviting customers to tell them anything! This was the customers’ opportunity to speak directly to Alaska about anything they cared most about, with no boundaries or limitations on the type of feedback they could give.

They used their Alaska Listens survey to segment customers they wanted to learn more from. There were key themes and data points they were seeing come through in the survey data that they needed to gain a deeper understanding of, so they used video feedback to dig in and truly understand why.

Results

A better understanding of key segments of their customer base, which gave clear actions Alaska can use to continually improve their experiences and maintain their number one ranking in customer satisfaction. They’ve also created a platform for new customer learning. Customers now answer the questions Alaska never knew to ask, providing additional insight and at the same time shining a light on the feedback they were seeing from other feedback methods. This additional context and new learning, combined with the emotion that can only be generated by hearing the voices and seeing the faces of their customers, truly amplifies the customer voice and drives action.

Business Impact

Alaska Airlines is capitalizing on the capture of rich video feedback to drive meaningful action; an approach that improves experiences and creates empathy throughout the business. Sharing the customer videos company-wide has had a massive impact on customer understanding, as well as motivating the teams when they can see and hear about the stellar experiences they’re creating.

One area where they needed more context was around “friendliness”. This came up in their Alaska Listens survey system-wide, but on its own was too vague and not actionable. By obtaining a deeper understanding of what friendliness means to their customer base, Alaska was able to establish specific steps to action and further improve the entire flight experience.

Overall, the video feedback has gotten stakeholders to really pay attention to customer data. Humanizing the data applies pressure to decision-makers beyond what stats and scores can do, resulting in deeper understanding and more action. The empathy created by video is now key for ensuring customer-centricity and the highest ratings of satisfaction

Want to be the next innovative brand to tap into video feedback? You'll be in good company.

Shell

Success story:

How Shell used Voxpopme to better understand consumer needs and bring them into the heart of key decisions

Research Challenge

Shell is a global group of energy and petrochemical companies with an average of 86,000 employees in more than 70 countries and is ranked as the ninth-largest company in the world according to the 2019 Forbes Global 2000. Shell focuses on using advanced technologies and takes an innovative approach to help build a sustainable energy future.

Shell Global Insights was invited to participate in an innovation workshop, designed to better understand consumer friction and pain points, develop game-changing ideas, and prioritize key solutions to solve real consumer problems.

Prior to the hackathon, additional research was needed to bring key consumer needs and frictions to life and to lay the groundwork for the discussions to be had over the three days. The Insights team utilized rich quantitative research data for this event, but saw an opportunity to easily incorporate rich qualitative insights using video footage.

Solution

As part of a larger segmentation study the Insights Team had identified six broad need states to focus on, which felt the most fertile for the purpose of innovation.

With the need states identified, Voxpopme was able to screen for respondents that fit each segment and capture video responses from consumers in both the United States and China.

Results

500+ responses, rich in-depth and context, were collected over the course of approximately four days, a significant reduction in time and resources compared to traditional in-person qualitative methods.

The results from the qualitative insights were quickly analyzed using Voxpopme’s automated video analytics technology, allowing Shell Insights to identify key themes and sentiment amongst their target segments, enrich the quantitative data and truly bring the results to life.

Business Impact

Armed with key data on consumer friction and new context and insights from video responses, Shell Insights was ready to bring the consumers into their global innovation workshop to influence and guide their decisions.

By sharing the consumer videos alongside their quantitative data points, Shell Insights was able to truly connect with consumers in a way that data alone doesn’t allow. Listening to consumer feedback in their own words emphasized their findings, and created empathy among the teams, allowing them to relate to the consumer challenges through actual examples.

They were also able to gain new insight, through the additional context that can only come through in consumer storytelling.

By incorporating video into their consumer insights programs, Shell is able to make more impactful decisions, resulting in tangible next steps to solve real consumer problems.

Want to be the next innovative brand to tap into video feedback? You'll be in good company.

Asda

Success story:

How Asda used Voxpopme to bring retail customers into the board room and in front of the C-suite

Research Challenge

Asda is one of Europe’s leading retailers, serving up groceries to the British public since the 1960s. Part of the Walmart family, Asda's full range of services now encompasses everything from food produce to household goods, financial services and everything between.

Asda's mission to help shoppers ‘Save Money and Live Better’ underpins its approach to business. So, when the retail giant wanted to gain a deeper understanding of the 18 million customers who shop in its stores every week, they turned to VideoCX by Voxpopme. Asda had long believed in the power of customer feedback with numerous surveys gathering statistics about millions of individual customer experiences annually. However, to truly understand their customers, the customer insight team wanted to go beyond typical survey responses and see the stories behind their scores by integrating video into their CX program. Thanks to existing CX data, a high-level understanding of customer challenges and preferences was already available. However, Asda needed VideoCX to add depth, emotion and authenticity to their feedback to reveal the “why” behind shoppers’ perceptions and opinions.

Solution

In no time, Asda was able to add a qualitative lens to quantitative scores by integrating video questions into their existing CX program, enabling the collection of self-recorded video feedback from customers. Next, the VideoCX platform enabled Asda to dig into this rich feedback with automated analytics and editing tools, making video insight fast, scalable and shareable.

By enhancing their existing CX surveys with video-first feedback, Asda opened up the aisle for genuine shopper stories and provide a more engaging, human communication experience for their customers. Invites via web intercepts, emails, SMS and till receipts engaged online and in-store customers, capturing videos from a multitude of customer devices.

Each response was auto-uploaded to the VideoCX portal, where it was instantly transcribed, time-coded and sentiment scored within the hour. Thanks to the depth of each video and advanced analytics, nine core themes emerged amongst the hundreds of videos captured. Using the platform's Showreel Generator, these were turned into short, impactful showreels of actionable insight designed to engage internal stakeholders with powerful stories.

Results

This new-found insight enabled Asda's senior team to keep their 165,000 dedicated colleagues focused on delivering exceptional customer experiences across all touchpoints.

Business Impact

The simplicity of replacing text open-ends with video open-ends in their existing CX program enables Asda to continually marry the best of CX data with the undeniable power of video. Making video an integral part of their ongoing customer experience program means Asda maintains a human element in all of their data and continues to take real customers into the boardroom every week.

Want to be the next innovative brand to tap into video feedback? You'll be in good company.

Clorox

Success story:

How Clorox uses Voxpopme to humanize consumer insight and make better business decisions

Research Challenge

The Clorox Company is a leading multinational manufacturer serving millions of customers across the globe. Clorox produces and markets some of the most trusted and recognized consumer brands and, as a result, holds dominant positions in an array of product categories, from cleaning products to pet care and everything in-between.

Maintaining this strong market position is no mean feat and requires diligent customer research to keep ahead of the competition through healthy relationships and innovative products. With this in mind, Clorox aims to discover where, how and why multiple brands and products fit into customers' lives. But, with a quant-heavy system in place, many of Clorox's insight teams wanted to allow customers to better articulate feedback beyond the confines of text, scores and rating scales. At the same time, they wanted to tell better research stories by socializing more impactful insight with Clorox leadership.

Solution

Voxpopme allowed Clorox to experience an incredible depth of insight by connecting with consumers through real-time video feedback. By embracing agile qualitative feedback, multiple insight teams for brands such as Kingsford Charcoal, Clorox Sprays, Burt's Bees, Glad and more were able to get closer to customers than ever before.

With end-to-end video research tools at their disposal, Clorox's researchers were able to run an array of agile qualitative studies including concept tests, shop-a-longs, quant/qual integrations, IHUTs, journey mapping and diary studies, adding depth and color to quantitative findings.

Results

The path to finding a customer's 'why' is vastly reduced when allowing them to share their story via self-recorded video. And thanks to Clorox's ambitious global rollout of video feedback, it was possible to find the 'why' at speed and scale by revealing the emotions, behaviors and decisions involved in each interaction with Clorox and their brands.

By revealing the people behind the data and adding agile qual to a quant-heavy system, Clorox was able to identify opportunities to innovate and optimize products, services and experiences across multiple brands. Not only did this achieve the goal of more expressive, expansive customer feedback, but it also provided it in memorable format for all Clorox's stakeholders.

Business Impact

Humanizing research with video feedback helps Clorox to build better products and solve bigger problems for their customers. It's an approach that has brought Clorox closer to customers than ever before, and that goes for the whole organization, not just insight departments. 

By sharing an ongoing stream of customer videos on smartboards throughout the head office, Clorox ensures candid customer feedback gets the airtime it needs to influence strategic decisions. The increased reach provided by video ensures the customer is always front-of-mind for Clorox's senior executives, which only heightens the demand for video. As a result, Clorox continues to pioneer with agile video, using it in more and more projects, across a seemingly endless array of brands to tell better research stories, keep ahead of the curve, and maintain their dominant market position.

Want to be the next innovative brand to tap into video feedback? You'll be in good company.

Exterion

Success story:

How Exterion used agile video to understand how commuters consume out-of-home advertising

Research Challenge

After winning TfL’s £1 billion advertising contract for the London Underground rail estate, out-of-Home advertising specialists, Exterion Media set out to heighten their understanding of commuters.

Quantitative studies had provided a high-level understanding of how people experienced this unique environment and indicated commuters may be better engaged with digital ads rather than static ads.

However, with a huge investment in new digital screens across 60 station platforms underway, Exterion wanted to further their investigation into consumer engagement with digital assets. Crucially, Exterion needed to add context to existing quantitative data to substantiate their findings and provide would-be advertisers with engaging commuter feedback that showed how commuters consume out-of-home advertising.

 

Solution

To achieve a richer understanding of London's commuters, Exterion utilized Voxpopme’s agile video solution to reveal the ‘why’ behind the numbers, exploring the motivations for engaging with digital ads in this influential audience.

With Voxpopme, Exterion was able to conduct a two agile, cost-effective qualitative studies. Over 200 self-recorded videos were shared by Londoners during and moments after their commutes. Each research stage collected videos across a period of 2 days, before Exterion’s team quickly extrapolated the results using Voxpopme’s video analytics technology.

 

Results

Using agile video research helped Exterion see their product from a customer's point of view, without being hampered by the typical constraints of traditional video feedback.

Importantly, video provided findings that would have been difficult to capture in quantitative work alone. By allowing commuters share their experience in their own words, Exterion's team was able to build a comprehensive understanding of commuter language. Hearing about the quality of the technology, the environment and vibrancy of displays highlighted just how impactful these new displays were.

Voxpopme's automated theme and sentiment analytics substantiated these findings, highlighting a 40% uplift in positivity generated from full-motion ads vs. static.

 

Business Impact

Quick-turn video research enabled Exterion to build robust evidence which proves how and why their video screens are effective at engaging audiences.

Not only did real commuter videos help contextualise and add to quantitative data, they also simplified key messages and assisted storytelling. As a result, Exterion enhanced emotional connections between their clients and commuters, driving engagement from new and existing advertisers looking to increase spend on advertising assets.

With such emphatic validation for full-motion, digital advertising, Exterion is able to attract investment into richer, more engaging video ads.

Want to be the next innovative brand to tap into video feedback?  You'll be in good company.

Fremantle

Success story:

How Fremantle used Voxpopme to understand American Idol audiences and drive broadcast strategy

Research Challenge

American Idol producer, Fremantle Media, has long been generating well-constructed research from a variety of sources. Diversified studies had previously revealed that American Idol viewers are heavy social media users, but with another season of the show fast-approaching, Fremantle's insight team recognized the need to enhance their understanding of this crucial audience.

Finally, having previously had a hard time conveying research findings in a way that connected with creatives and executives, Fremantle wanted a way to find the stories that hadn't been told yet.

Solution

To build a deeper, more engaging, and more complete research story, Fremantle added Voxpopme's agile video solution into their research program. Their diversified approach now gathered feedback from tv ratings, survey data, video insights, focus groups, online communities, social media, and syndicated data.

In this mix, agile video technology was used to deliver hundreds of videos in a matter days across two core studies. Study one asked respondents how social media affected their experience of the show to help Fremantle's social team understand the drivers of social engagement.

The second study focused on relatability and the essence of American Idol, asking viewers to answer four video questions discussing the roots of the show, how it captivates American spirit, how viewers identify with contestants and what they look forward to in the new season.

Results

Using agile video added an essential layer of context to other data sources. Respondents revealed that they were able to get a better sense of who the contestants are as people on social media, making them more personable. They also highlighted that social media made the show a more immersive experience and provided a sense of exclusivity with 'not seen on tv' footage. This additional understanding empowers Fremantle's social team to engage fans early and often, keeping the show relevant even while it is off-air.

The relatability study revealed the importance of the contestant journey and how aspirational the show is because there are no barriers preventing participation. Video helped bring this to light and shape a person-centric American Idol advertisement showing off the contestant and judge's journeys in the process.

Using Voxpopme's automated video analytics, Fremantle's insight team was quickly able to find key themes occurring within all of their video feedback and socialize throughout the business.

Business Impact

Agile video insight provided executives across Fremantle with a better understanding of consumers' social interests and behavior, which led to new content creation and directly affected their broadcast strategy. By continuing to engage social media users year-round, the American Idol brand benefitted from far greater engagement even during the offseason. The increased engagement efforts resulted in increased engagement metrics on their social media year-on-year and a significant uplift in social followers.

Crucially, it also delivered an increase in contestant auditions - meaning better talent and better shows. As a result, Fremantle continues to use video feedback to gain a deeper understanding of their viewers and to shape critical strategic decisions.

Want to be the next innovative brand to tap into video feedback?  You'll be in good company.

Microsoft

Success story:

How Microsoft used Voxpopme to cast the best talent in their ad campaigns for increased ad effectiveness

Research Challenge

Concept testing is a crucial part of any marketer’s process. In a competitive market, brands often only get one chance to deliver content that will resonate with customers, and research plays a critical role in avoiding the cost of less-than-stellar advertising campaigns.

Microsoft has always been well aware of the influence research should have in the advertising process - running ad pre-tests and in-market tests once the content has been created. However, before the global rollout of the company’s flagship 'Real People' campaign, the technology giant wanted to get closer than ever to consumers, sooner in the creative lifecycle, to choose the characters best-placed to showcase the innovation and power of Windows PCs.

Both the research and ad teams at Microsoft wanted to know whether the characters they’d chosen as their real people would resonate with consumers. Would their potential customers identify with the personalities of the people they planned to feature in their ads? Are their stories relatable? While quantitative research helped guide them in the past, they were looking for even more depth to truly hear the consumer voice.

To get these answers, and determine which characters would make ad campaigns most appealing, Microsoft partnered with Voxpopme to go beyond traditional quant research with agile qual - delivered through Voxpopme’s end-to-end video research platform.

Solution

The ad campaign was being carefully crafted to offer a glimpse into real stories from people doing work across industries – teachers, humanitarians, scientists, artists, crime sketch artists, chefs, bloggers, students – and show how they each use Microsoft products to power their work and their passions.

Even amongst the full complement of characters, internal theories had been established as to which people would perform best in different markets. With Voxpopme's 'Video Feedback' solution, Microsoft was able to begin deeply exploring these theories and determine whom should feature in the ad campaigns, and why. To put these characters to the test, Microsoft shared screening videos directly with consumers, asking them to watch the lives and work of these amazing people.

Immediately after watching, respondents were asked to leave short, self-recorded videos to determine the best ‘Real People’ to work with. Once consumers had recorded, Microsoft’s research team were able to leverage the advanced video analytics in Voxpopme’s platform, exploring all of the content collected by searching and filtering transcripts and data points in a matter clicks. The platform’s automated analytics also highlighted the key themes that emerged in the content and sentiment associated with the characters shared.

By using technology to power this analysis, Microsoft was able to benefit from the depth of qual research at the speed of quant. Voxpopme’s built-in editing tools also meant the research team could serve this real, human feedback back to colleagues within the tight timelines underpinning their creative process, informing ad direction and production.

Results

With a testimonial-structured campaign, Microsoft’s research team saw an opportunity to give their ad team and agency even more power to make decisions and cast the people they wanted to in their ads based on the consumer story.

Two characters, in particular, stood out for Microsoft as they’d been considering using one for the US only campaign and another for international markets. However, with the enhanced advertising insight delivered by consumer-recorded video, the researchers were able to highlight the strength of 'Katherine' - the character planned for international markets - and demonstrate how well she connected with critical audiences. The result: Katherine was used in both domestic and global campaigns.

Business Impact

The additional context provided by video enabled Microsoft to optimise the ad content to avoid distraction from the campaign message. Furthermore, the post-campaign testing showed how influential Katherine was with the final ad landing in the top percentile of ads tested post-campaign.

”In addition to helping us choose the right character for our ads, we obtained additional context through the video feedback. This gave us some information about the character we didn’t even know we needed - we also saw some initial hints at things that could easily derail the spot” commented Anne Sedgwick, Senior Research Manager at Microsoft.

While the research results can’t take credit for the stellar ad production, it’s no surprise that when getting deeper insights and listening to the true voice of the customer earlier in the creative lifecycle, the final result was ad content that outperformed all past advertisements, norms, and benchmarks.

Want to be the next innovative brand to tap into video feedback?  You'll be in good company.

Wendy’s

Success story:

How Wendy’s leverages video insight to bring the consumer to the forefront of brand experience and strategy

Research Challenge

To overcome the pressure to be more effective with fewer resources, Wendy's turned to Voxpopme to deliver high-quality video feedback, faster than ever before. Voxpopme's end-to-end video insight platform provided Wendy's with an agile qualitative solution for conducting a wide array of video-first studies. It also equipped them with automated tools to take the pain out of the analysis and editing of new and existing content.

Solution

Wendy's now uses Voxpopme for a broad mixture of short form and long form video insight projects including concept testing, focus group analysis, segmentation studies, menu testing and experience feedback. End-to-end video studies now complete in hours, not weeks, enabling Wendy's to experience an incredible depth of insight at a fraction of the cost and time of traditional qualitative research.

Results

The Voxpopme platform has appeased many of the video pain points previously experienced by Wendy's. By optimizing and automating the capture, analysis and sharing of video, qualitative research is no longer cost-prohibitive and doesn't take forever to complete.

Wendy's now empowers its customers to share deeper, more emotional feedback by conducting qual at the speed of quant. The insight team spends less time managing requests as projects complete quicker and serve up a richer understanding of customers. They also spend less time trying to weave unemotive data into compelling stories because the visual nature of video makes it a more efficient and effective communication tool.

Business Impact

Wendy's is now conducting more qualitative research than ever before, ensuring they capture in-depth insight that has maximum impact when shared. The ease with which video feedback can be socialized ensures the insight discovered reaches every level of the business, from the c-suite to the front line.

In turn, this helps Wendy's keep the consumer top of mind and influence action with engaging insight. Strategic decisions can be taken with a deep understanding of consumers' wants and needs, ensuring the brand delivers incredible products and experiences as they chart their path to becoming the world's most beloved restaurant brand.

Want to be the next innovative brand to tap into video feedback?  You'll be in good company.