Customer Experience

Telecommunications

Project

Ongoing since 2019

Project Challenge

In 2019 Lonergan established a Voice of the Customer program. Voice of the Customer is now in its third year. The program is supported by a number of additional research pieces including Exit Interviews with customers across and Choice Modelling research looking at drivers of purchase and directions for product bundling.

Our Approach

Each month Lonergan conducts mystery shops across our clients retail stores, competitors and other channel outlets. Surveys are designed to measure the retail environment and sales process and identify ways int which Optus can maximise the customer experience and close the sale in as many opportunities as possible.

Outcome and Impact

Each month Lonergan provides national and local insights reports on store performance used to highlight customer pain points and areas of delight as well as identify issues in the sales process. Instore experiences are compared telecommunication contract sales achieved and merchandise sold. This is integrated with a host of other measures in order to develop Action Plans.

Customer Journey

Aged Care

Project  - Customer journey mapping

2021

Project Challenge

The aim of the project was to map the customer journey during the acquisition experience for aged care customers and their families in order to highlight operational improvements, increase conversion throughout the sales process, and ultimately improve the customer experience. Three business streams were under review including residential aged care, independent living and retirement living.

Our Approach

We started with a review of existing client information on the acquisition process to better understand what was known about the customer journey. This included previous customer reports, customer immersion data, staff notes and operational sales blueprints. Lonergan then conducted a series of depth interviews and customer immersions with existing customers, competitor customers and potential new customers entering into the sector. Experiences across all three business streams were captured. The focus of interviews was on the journey customers took, identifying key touchpoints, pain points and areas of delight.

Outcome and Impact

A strategic report including proprietary customer journey maps was developed. These journey maps outlined both the sales acquisition journey as well as the customer experience on entering into a service arrangement. Our report identified and made clear recommendations on how to maximise the complex and somewhat emotional customer journey experience for both aged care customers and their families. The report not only tailored experienced across business streams but also brought customer differences to life through a broad segmentation and customer personas.

Consumer Segmentation

Food and Mealtimes

Project  - Customer journey mapping

2021

Project Challenge

The aim of the project was to map the customer journey during the acquisition experience for aged care customers and their families in order to highlight operational improvements, increase conversion throughout the sales process, and ultimately improve the customer experience. Three business streams were under review including residential aged care, independent living and retirement living.

Our Approach

We started with a review of existing client information on the acquisition process to better understand what was known about the customer journey. This included previous customer reports, customer immersion data, staff notes and operational sales blueprints. Lonergan then conducted a series of depth interviews and customer immersions with existing customers, competitor customers and potential new customers entering into the sector. Experiences across all three business streams were captured. The focus of interviews was on the journey customers took, identifying key touchpoints, pain points and areas of delight.

Outcome and Impact

A strategic report including proprietary customer journey maps was developed. These journey maps outlined both the sales acquisition journey as well as the customer experience on entering into a service arrangement. Our report identified and made clear recommendations on how to maximise the complex and somewhat emotional customer journey experience for both aged care customers and their families. The report not only tailored experienced across business streams but also brought customer differences to life through a broad segmentation and customer personas.

Brand Positioning

Ethical Investment

Project  - Brand positioning

2019

Project Challenge

To identify the best way to introduce an ethical investment framework within an existing superannuation fund addressing any member concerns and highlighting key points of interest.

Our Approach

We conducted a series of focus groups with active members across different age groups and investment preferences. Members also represented various time with the fund and dollar balances. The research explored member attitudes and expectations around ethical investment products including perceived benefits (emotional and functional) as well as concerns, issues and watchouts. The qualitative sessions also explored fit with core brand and options for branding and sub-branding for the product offer.

Following the qualitative stage, an comprehensive quantitative survey was conducted amongst 2,030 members to expand on hypotheses and conclusions from the focus groups around brand positioning and brand messages (key benefits) for a new ethical investment product portfolio.

Outcome and Impact

The research output was used to consolidate the fund’s approach to launching an ethical investment product portfolio. This included consolidation of the brand approach (including brand messaging) and communication around responsible and ethical investing. Additional guidance was provided to ensure the fund would play a leading role in the industry.

NPD

Ready Meals

Project – New Product Development

2021

Project Challenge

We have worked with our client, a health and nutrition brand since 2018. An opportunity arose in the breakfast space to grow sales and increase the portfolio both online and in retail stores. Product ideas and approaches were generated by the client and research conducted to understand the breakfast meal occasion and to refine/optimise the breakfast NPD.

Our Approach

A series of in-depth interviews were completed across two core consumer segments. Prior to the interviews, respondents completed a detailed breakfast diary over three days and were provided with some of our clients' new breakfast products. At the conclusion of the diary period each respondent participated in an in-depth interview with our research team. Topic areas of discussion included emotional and functional needs during breakfast, approach to product choices, the value attributed to health and the overall consumption experience.  A number of projective techniques were used to ensure sessions were able to dig deeper into consumer wants and needs.

Outcome and Impact

A strategic report delivered insights across consumer behaviors, motivations and needs at breakfast time. This was integrated with detailed feedback on the NPD concepts and recommendations made regarding the product range. A full brand positioning and story was recommended around the product launch including how to integrate the breakfast offer into the wider brand narrative.

U&A

Bakery

Projectﾠ - Usage and Attitudes

2018 and 2022

Project Challenge

A company in the baking industry wanted to strengthen their understanding of the categories they operate in. We were commissioned to conduct research to identify category behaviour, drivers and consumption patterns, alongside category trends and areas of innovation. The aim being to establish real and sustainable pathways to category growth.

Our Approach

During wave one Lonergan adopted a mixed-methodological approach to fully address the research objectives including desk research to evaluate market trends, an extensive series of focus groups to understand category behaviours, a small number of focus groups with food-innovators to further explore trends and growth opportunities, plus IDIs with industry experts and an n=2000 online survey to quantify findings. A further n=4000 consumers were approached for wave two and a full U&A was replicated at this point drilling down into category specific product areas.

Outcome and Impact

The project established a full and comprehensive U&A in the bakery sector and provided our client with insight into consumer trends in bakery including bread, sweet bakery and savoury snacking. Key areas of growth were identified across product sectors, individual product lines, channels and packaging. Wave two provided further insight into consumer segments based on key personality attributes and linked these into avenues for growth.

Concept Test

Confectionary

Project  - Concept Testing

2020 to 2023

Project Challenge

A renowned brand in the confectionary space is continuously looking to launch new products, flavours and pack formats into the competitive Australian market and on occasion into international markets. The aim of concept testing developed specifically for our client is to identify the best product and portfolio mix for launch given volume opportunities and fit with their existing brands.

Our Approach

We have developed a fast, efficient and effective concept testing process for our client which can identify the strength and opportunity for new products, flavour ideas, packaging claims, pricing options etc. Our concept test surveys are conducted online and collect standard metrics around appeal, purchase intent, innovation and brand associations as well as tailored questions used as and when required. Total turnaround time for projects differs but can be as little as two weeks with our express reporting options offered to our long standing client.

Outcome and Impact

Results of concept testing are used by our client to make recommendations as to the specific products to launch into the new or existing ranges. Product appeal alongside other core metrics are used to ‘value’ the opportunity Where relevant TURF analysis results are used to consider the impact on existing portfolios and product mixes and determine the incremental growth likely to be achieved.

Home Usage Test

Nappies

Projectﾠ - Home Usage Test (HUT)

2012 to 2023

Project Challenge

For over ten years a well-known nappy brand has regularly engaged with Lonergan to complete a proven HUT process designed to explore the performance and appeal of new and improved nappy products. The aim of HUT projects is to evaluate performance and identify ways to maximize the consumer experience and improve the product.

Our Approach

The process involves an in-home trial of the new test product alongside a comparative or existing product. The sample is typicallyﾠ mums (sometimes first-time mothers) aged 20-45 years. Mums are sent a series of detailed instructions and links to online diaries and surveys about the products they test.ﾠ Where relevant we also recommend follow up qualitative interviews to further explore the product experience and identify insights around the product usage and experience. These are most often conducted in home with mums and their babies.

Outcome and Impact

Detailed evaluation of product performance against their existing products and/or competitor products allows our client to guide further product development and refinements. Further consumer insight provided if qualitative interviews were also conducted allows our client to really understanding parental view points and product usage experience. We also provide verbatims and even vox pox of mums and their babies to bring consumer experiences to life.