When new ideas and market opportunities arise, Vodafone New Zealand's goes directly to customers for their feedback. The company has 30,000 New Zealanders on their community panel, Vodafone Voice. With rapid results and actionable insights, the panel is able to provide Vodafone Executives timely answers to make informed decisions that maintain brand relevance for customers. Vodafone relies on the panel to assist in making decisions around which products, services or offerings are worth pursuing.
VODAFONE NZ CASE STUDY
VODAFONE NZ PANEL PROVIDES THREE TIMES THE RESEARCH AT ONE TENTH THE COST Vodafone New Zealand, part of the world's leading international telecommunications company, puts customers first when making vital decisions towards new products and services. When new ideas and market opportunities arise, Ross Delaney, Vodafone New Zealand's Market Research Manager goes directly to customers for their feedback. To do this Vodafone New Zealand deploys surveys via the Sparq platform to over 30,000 New Zealanders on their online panel, Vodafone Voice. "I can get answers from customers together within a day because of the panel. That's unheard of in the research world," said Delaney. With rapid results and actionable insights, Delaney is able to provide Vodafone Executives timely answers to make informed decisions. The secondary benefit of having the panel is the cost savings for their research. "We're probably doing at least three times the amount of research at about one tenth the cost," said Delaney. Vodafone relies on the panel to assist in making decisions around which products, services or offerings are worth pursuing. In one example, Vodafone asked customers input into redesigning a new billing format. Using Sparq's virtual highlighter, Vodafone was able to source exactly where customers wanted improvements and then actioned the feedback. The results are displayed as heat maps to show where respondents clicked on areas they like or didn't like. Delaney has no doubt that the panel is saving Vodafone New Zealand time and money by getting actionable feedback of customers' opinions about products, services or marketing initiatives.
Benefits of an Online Advisory Panel to Vodafone:
o Quick turnaround research o Cost savings o Ability to target specific customer segments with surveys
Vodafone Uses Their Online Panel for:
o Product testing o Longitudinal studies o Brand tracking and competitor perceptions o Customer experience o Recruiting for product trials
What Vodafone Says About Vision Critical "We need to be saving costs wherever we can and Vision Critical has allowed us to do that with our online panel. We're doing at least three times the amount of research at about one tenth the cost." Ross Delaney Market Research Manager ... [download for more]
