"I wish your event was longer!" [Guest Post]
By Noël Jelsma, Vision Critical · 14 December 2016 · 2 minute read
Wow. In today's environment of tight deadlines, packed schedules, and endless competition for mind-share from dozens of streams of content - that is high praise indeed!
Last week ABN Impact and Vision Critical ran the first "Customers Talk When Brands Listen" breakfast briefing event in Singapore to allow business leaders from various sectors across Singapore hear how Prudential Singapore, Sony Pictures Television Networks and Changi Airport Group are using Vision Critical's Insight Communities to get closer to their customers and unleash the power of collective intelligence to improve decision making across the enterprise.
In spite of Singapore putting on a typical torrential rainstorm that morning - the packed house was treated to some great insights from three diverse perspectives.
Angela Hunter, Chief Marketing Officer of Prudential Singapore, shared how Prudential has used its "Pru-For-You" Insight Community to create stronger engagement with their customers and financial consultants.
Feedback gathered through “Pru-For-You” has been used to help Prudential develop products and services that are in line with the financial and lifestyle needs of their customers, leading to stronger customer satisfaction and loyalty.
Annie Yuan, Director of Research at Sony Pictures Television Networks, Asia shared how their "Entertainment Council" not only saves costs when compared with conventional research, but allowed them to create a genuinely "customer-centric" company by bringing the voice of the viewer directly into key decisions made around content and programming.
One of Singapore's most iconic local brands - Changi Airport was well represented by Jeffrey Loke - our closing speaker.
Jeffrey and his team at Changi Airport Group have created a community of airport customers who LOVE the fact that they are contributing to the ongoing success of one of the world's best airports.
Not only are Changi Airport Group able to interact more often, in a more engaging way with more customers, they can do it faster, and at a lower cost than before.
One of the reasons for the overwhelmingly positive response from the attendees mighthave been the great breakfast provided by the Ritz Carlton - but I suspect that when you have three great customers sharing such compelling stories, people are going to go away happy - and wanting more.
One of the most commonly recurring questions from the audience was "When are you holding the next event?"