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A Presenta*on from the NewMR Communi*es Event

15 February 2013

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‘Always On’ Research

Sco? Lee ABN Impact

Scott Lee, ABN Impact, Hong Kong Session 1: Research Communities, March 15, 2013

LONDON: February 28th, 2013

‘Always On’ Research

Come to the light Quick set up panel: Cathay Pacific Airways

Scott Lee



Amazonise Cathay Pacific


Of course we can set up a community….. …. in one week


www.cathaypacificinsights.com


More than Miles…


Fun-seekers

DINKs

Family Holidays Corporates Tours

Grey Packers

SMEs Conferences

Lounge full of our customers..


Wish list: tell us where you want

to fly at what price, we send

an alert if matching fare

Check in for both legs of

your journey to save time on

check-in

Receive offers after check-in to

buy seat upgrades, special

meal requests, lounge pass

Know where the shortest

immigration queue is, how to get there

Quickly testing ideas..


Family Holidays Corporates Tours

Access to real-‐:me informa:on is key to a

successful and stress free journey for me and my

family.

I am in charge of approximately 30

student travellers and we are more likely to use your airline if I can get updated informa:on related to logis:cal

concerns on my mobile.

This helps the customer (to be efficient) as well as the airline (costs

effec:ve) therefore, the more CX enables the customer to manage

the trip on my own, the more likely that I would

choose CX.

Customers informed on the go



I was interested to know what

improvements Cathay plan and also to be

involved with those in some small way.

An excellent way to provide feedback on CX product & services -‐ far be?er than

those in-‐flight ques:onnaires. Being part of the panel makes you feel

closer to CX..

As a loyal CX flyer, I wanted to provide honest and

construc:ve feedback with an aim to see improvement

in its hardware and services.

A proac:ve and direct way for customers to share views on CX. Reflects CX values customers’ opinions.

Why customers joined & how found it..


Engaging survey experiences helped


Everywhere and anywhere..

8%

12%

80%


96%

Do you want an invite to an ongoing panel?


Top 3 future topics of interest…

1.  Developing new food menus 2.  Rating destinations for promotions 3.  Providing feedback on seats or lounges


“We see our community panel as an on-going conversation with

the people we serve. This meaningful engagement with

our brand gives us richer insight and loyal customers who know

they have a genuine stake in the future of our company.”

Alex McGowan, General Manager, Sales and Distribution, Cathay Pacific

Airways


Moving to ongoing community


Q & A


Q & A

Scott Lee ABN Impact

Peter Harris Vision Critical