jean fasching qual - 2012
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A Presenta*on from The NewMR “Pu6ng the ‘Qual’ in Qualita*ve” Event
28 March 2012
Marke&ng Through Intermediaries: Simulated Conversa&ons Put You In the Room Jean Fasching, CMI
Event sponsored by EthOS All copyright owned by The Future Place and the presenters of the material
For more informa>on about Ethos visit www.ethosapp.com For more informa>on about NewMR events visit newmr.org
Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Marketing Through Intermediaries: Simulated Conversations
Put You In the Room
Research That Drives Results
Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Traditional Approach Isolated POV
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Client Objec>ve
End Customer Intermediary
Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Realistic Approach Dynamic POV
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Client Objec>ve
End Customer Intermediary
Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
What is a simulated conversation?
An orchestrated & facilitated conversation
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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
What is a simulated conversation?
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Expert Moderator Buyer:
Physician Customer Retailer
Wholesaler Distributor Dealer
Intermediary: Sale/ Drug Rep
Agent Distributor
Manufacturer Import/ Exporter
Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
What is a simulated conversation?
None of these people know each other
Goal: represent a real life situation
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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
For what situations?
Business goals that rely on intermediaries
– Insurance – Financial services – Pharmaceuticals – Distribution/ Retail
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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
For what situations?
• Client company needs to understand how to communicate effectively and independently to both intermediaries and
A check to ensure intermediaries understand, deliver and reinforce your
intended message
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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Why Simulated Conversations Work
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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Why Simulated Conversations Work
A structure way for staff to hear and
view actual conversations
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Avoid WOM decisions
Reach consensus on actions Use as a final check
Learn from best in
class as well as the norm
Articulate, engaged
participants
Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Questions that Can Be Answered
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Is the customer
getting the info they need, in words they
understand?
How did the Best-in-class
advisor convey
information?
Does the agent have everything (s)he needs to
deliver a message
effectively?
What made
conversations easier?
How did agents and customers react and
feel? Why?
Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
What to Expect
Lively discussions
Best-in-class talking-points to multiple constituents
Visceral reactions to materials $$ changes & fees
Immediate insights into the “hidden” conversations for marketers, ad and PR folk
Life-like training tools
Clients on the edge of their seats
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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
How to Accelerate Conversations: Case Story
Situation: Sales support materials were: – Expensive to produce
– Cumbersome to use
– Required by law
The challenge: Streamline and prioritize required documents – SOUs, transfer fund forms, income riders
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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
How to Accelerate Conversations: Approach
Simulated sales conversation – agent, customer and professional moderator
– Financial professional - customer not linked
– Customers had a need
– Best-in-class and average agents
– Intimate room similar to sales process
– Replicate the flow of the sales process
– Orchestrated entrances & exits
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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
How to Accelerate Sales Conversations: Results
Prioritize revisions and new insight on combining POS & support materials
– Eliminated carbon forms – Combined POS and Support materials – Gained approval from best-in-class financial professionals to use their
conversation as training and launch material
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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
How to Accelerate Conversations: Results
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“I like the revised one better. It has the graphics and not too many words. I get it . . . . its easier to read. I don’t mind signing a few more times.” — Customer “I wouldn’t have thought that this would have helped my him. But
he just told me it’s better than what I’m doing now to show and talk to this required form.
My assistant can print these in my office too then we don’t need
to order and stock the carbon forms anymore.” – Financial Professional
Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Keys to Simulated Conversations Success
• Recognize the need for a dynamic POV
• Use an experienced moderator
• Give time to absorb new materials
• Manage participant’s entrances and exits
• Use real intermediaries and customers, but not with pre-existing relationships
• Wait for it -- be the fly on the wall
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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Thank you!
Jean Fasching
Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Q & A
Sue York NewMR
Jean Fasching CMI Research
Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Jean Fasching
Connect with Jean on LinkedIn: www.linkedin.com/in/jeanfasching Find out about Jean’s recent ar>cles and events: www.cmiresearch.com/w/ar>cles/
Research That Drives Results
A Presenta*on from The NewMR “Pu6ng the ‘Qual’ in Qualita*ve” Event
28 March 2012
Marke&ng Through Intermediaries: Simulated Conversa&ons Put You In the Room Jean Fasching, CMI
Event sponsored by EthOS All copyright owned by The Future Place and the presenters of the material
For more informa>on about Ethos visit www.ethosapp.com For more informa>on about NewMR events visit newmr.org
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