The smartQ System

System Attributes and Applications

Harvesting Human Insight

Part I

System Attributes

The smartQ system consists of 2 parts:

1. Unique Smartphone interface for collecting human intelligence

Distributed via SMS directly to the respondents’ smartphones, the system enables the organization

to reach its target audience at quickly and efficiently.


2. Automatic online reporting

Analyzed data are shown in graphs and tables in real time, allowing the manager to see the results

segmented by predefined variables, at the touch of a button – directly from manager’s Smartphone .

Access to the report is secured by unique username and password.


Part II

Intra-Organizational Insights

Customer Insights

1. Intra-Organizational Insights

Thinking Networks

Transparency Employee

Engagement


HumIntTM - Gathering insights about customers through field personnel

Field personnel in the organization (sales people, service representatives, cashiers, technicians,

etc.) are in daily contact with the customers. More than any survey or study, they have access to

what is happening, while it’s happening.

The smartQ system enables the organization to send surveys in real-time and receive feedback

within a period of a few hours.

The organization builds a database of field personnel, and whenever there is a need to gather data

regarding questions such as:

What is the current customer mood?

Are customers asking for certain things?

Are customers complaining about certain things?

Is there a change in the behavior of customers in a certain category?

How customers are reacting to logistic / marketing / selling steps the organization has made?

All the manager needs to do is distribute a short smartQ survey, and the results appear on the

manager’s smartphone devices within hours.

The automatic report generator provides graphs and tables that allow the immediate mapping of a

situation in the field.

Organizational Insights Employee Engagement – Thinking Networks - Transparency


Quick StormTM - Thinking and Evaluation Networks

Your organization has different groups of experts operating simultaneously and facing similar

challenges (e.g. marketing and brand managers, sales managers, distribution managers, product and

development engineers, etc.). Although a large pool of experts is available within the organization,

the time costs of gathering these experts for consultation would be too high.

The smartQ system creates a shared thinking network that enables the manager to direct a short

consultation survey to all experts in the organization and get their opinion and / or their professional

assessment in a statistical manner (Expert-Crowd Sourcing).

Unlike brainstorming sessions that require significant time resources of participants,

the Quick Storm model consists of short, simple consultation questions that enable a statistical

evaluation of the manager's professional dilemmas. For example:

Which technology should we use in the development of a specific product?

In your opinion, which promotion will be more effective? (2-3 options)

Which media plan is preferable for a specific campaign ?

Which service provider is best for a specific project?

Rating of different suppliers / technology features

What would be the best time to launch a certain product / service?

Through the Quick Storm model the manager enjoys the sum of accumulated wisdom and knowledge in

the organization, using the objective opinion of experts in the field who are not emotionally involved.



Co-llabTM – Employee engagement in the process of decision making

A high correlation consists between employees sense of partnership in decision making processes

and their motivational levels. An organizational culture which allows employees to express their

views in decision making processes creates a strong employees commitment to the goals of the

organization.

The smartQ system allows employees to take part in the decision-making process in a wide

range of topics. The main advantages of the system are the quick and simple consultation method

and the high availability of statistical processing in real time.

Questions that can be shared with employees can be related to employees welfare activities and

facilities, or concerning business challenges of the organization, for example:

Questions regarding Business Challenges

Preferable distribution method (A or B)?

Choosing communication language / logo / Slogan

Changes in the marketing mix

Launching of new products

Questions regarding employee welfare activities and facilities

Preferences regarding events / vacations / seminars

Catering services satisfaction

Cleaning services satisfaction

Financial and pension services



IntuisticsTM - Expert’s Intuition Algorithm

Intuition is sub-conscious knowledge acquired from practical experience and feedback on successes

and failures. The difference between Intuition and other types of knowledge lies in the fact that in

intuitive knowledge there is a knowledge without knowing the reasons or rules for that knowledge.

Who are the intuitive experts in your organization?

Psychologist Daniel Kahneman, Nobel laureate, explains that intuitive expertise of employees is

created when three conditions are met:

They go through extensive practice - they repeat their actions again and again over time.

They work in an environment with clear rules and regularities.

They receive immediate feedback on their actions - from the customer or end user.

Hence, your organization’s intuitive experts are: customer service personnel, field and branch

managers, cashiers and salesclerks, field salespeople, department and store managers, service

providers and customer service clerks.

They all have clear and consistent working procedures, considerable practice and immediate feedback

from the customer.

The use of the IntuisticsTM model is mainly for field experts' intuitive predictions in various

managerial questions, such as:

By how much will a specific sale offer increase the sales in your store?

What are the success chances of a new product?

What is the highest price we can charge for a service?

How long will it take to develop a specific product?

The IntuisticsTM model analyzes the intuitive assessments of field experts in the organization using

two alternative algorithms:

Galton Algorithm – based on regression equations predicting target variables.

Craven Algorithm - based on Bayesian probability estimation formulas.



2. Customer Insights

Customer satisfaction

Customers Advisory Panel

Customers Loyalty programs

Following product testing


Customer satisfaction- Real Time Satisfaction Surveys

Customer service experience is the most significant predictor of customer loyalty to a company.

Customer satisfaction surveys are an essential element in the managerial evaluation and assessment

process of every company that provides a service.

Most service satisfaction surveys face several significant challenges:

they burden customers by demanding time resources they do not always want to share with the

company.

they may meet the customers at an inconvenient time, over the phone or online.

They are expensive (especially telephone surveys).

The data often reaches the decision maker too late to take care of acute problems in real time.

Customer Insights

The smartQ system allows the sending of an SMS inviting customers to answer a short and

friendly satisfaction survey immediately after the occurrence of the customer service experience.

Advantages of the smartQ in relation to existing solutions are:

A short and friendly interface (up to a minute response time at the most) that is not overwhelming

to the customer.

The survey reaches the customer's smartphone allowing him to answer at times convenient for

him.

A significant reduction of cost (relatively to a standard telephone survey)

The data reaches the decision maker in real-time using the automatic report generator, allowing

the manager to detect problems within hours of their formation.


Customers Advisory Panel - Making the consumer an engaged partner

A Consumer Advisory Panel is a different research model from regular consumer surveys.

While regular surveys consist of random sampling representing the target audience, in a panel of

advising consumers, a permanent database of consumers is addressed.

The advantage of such a panel is in its fixed and continuous contact with consumers whose level of

involvement is very high, whose attitudes and consumption characteristics are known and who are

generally the core target audience of the brand. These consumers provide current opinions regarding

products, ideas and marketing offers and form a kind of external advisory board. Benefits deriving

from their involvement and partnership create added value, despite the disadvantage resulting from

the fact that they are not “naive consumers”.

The smartQ system offers a quick, friendly and inexpensive platform for real-time consultation

with a panel of consumers, both in terms of the transfer method of surveys to the panel members,

and in terms of the statistical - graphic report that can be accessed through the manager's

smartphone in real time.

Over time, the system will be able to analyze the different consumers using a statistical algorithm

which will provide different weights to attitudes of consumers with different characteristics. Providing

weights will improve the predictive factors of assessments from the panel.


Customer Insights

Customers Loyalty programs – Connecting Big-Data with human insights

Customer clubs and Loyalty programs provide companies with powerful and versatile statistical

information regarding the behaviors underlying the purchase and use of services provided by the

company. This information is processed using sophisticated models that allow specific marketing to

segmented target groups with different characteristics.

The actual purchase behavior data provides knowledge regarding ‘How’, ‘When’ and ‘What’. The

question ‘Why’ still remains unanswered.

The smartQ system provides an additional layer of human insight by sending quick surveys to

segmented members of the loyalty program database in order to understand Why they behave the

way they do.

The system allows customer club managers to investigate the reasons for behavioral patterns

identified through the Big Data systems, and provide a psychological marketing explanation which will

allow them to make more informed decisions.

The system is able to send quick surveys to club members by specific segmentation, supplied by the

club manager, and provide the manager with statistical mapping of the psychological marketing

evaluations in real time.


Customer Insights

Following product testing

In the process of product and service development, from food and FMCG to applications and

software, it is common to carry out a process of product trial by the target audience.

This is done usually in the subject's natural environment and at the end of the process feedback is

gathered using quantitative (online/ telephone surveys) or qualitative (interviews and / or focus

groups) techniques.

Due to cost constraints, during the process of the trial itself, little, if any, evaluation of real time

experience is made.

The smartQ system provides a quick and inexpensive tool for gathering measures of product /

service experiences of respondents or their family members in real time during the experience itself,

not just within a few days or more after the experience has ended.

During the product or service trial, the system sends a series of short daily questions allowing the

tracking of the experience and learning process of the product or service, while identifying the points

in time and environment that affect the connection process with the product or service.

The immediate response and analysis enable the product/service manager to identify and solve

problems in real time.


Customer Insights

Documents

The smartQ System