The Road Ahead for Corporate Researchers

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Lead Or Be Trampled …
Adam Rothschild
American Express
Vice President, Global Marketplace Insights
The Path Forward
• Environmental Change
• The North Star
• Navigational and Safety Tools
• Partners
Current Macro Economic
Environment
Industry Headlines
Fixing Credit Cards. Our View: Predatory Practices of Banks and Other
Card Issuers Should Be Ended"
The Baltimore Sun, 23 April 2009
"Rein in These Card Sharks"
The Boston Globe, 30 April 2009
"Credit Card Quagmire; Many Consumers Struggling with Debt, and
Congress Isn't Helping"
Chicago Sun-Times, 13 July 2009
"Here's a Shocker: Consumers Unhappy with Credit Cards; J.D. Power
Finds Consumers Hate Surprise Factor with Rate, Fee Hikes"
MarketWatch, 1 September 2009
“In good times and bad you must lead. More than ever
we need you to be irritatingly objective. You must be
comfortable having difficult conversations”
John Hayes, American Express CMO
The North Star
Drive
Change
Support NPD, revitalization and
positioning activities
Deliver strategic and fact based insights focused
on key business priorities
Current time commitment
Challenges
Uncover
strategic
opportunities
and threats
Prioritization Model
High
Level 1
Priority Level
 Level 1 - “Critical”
Level 2
 Level 2 - “High”
Med
 Level 3 - “Moderate”
Level 3
 Level 4 - “Low”
Low
Level 4
Profile
Low
Complexity
Med
High
You Can’t be Brilliant Alone
“Create deeper vendor partnerships to enable Global
Marketplace Insights to deliver breakthrough thinking by
tapping into research agencies quality and breadth of
innovative tools and capabilities.”
Vendor Engagement Program Vision Statement
Bridging the Divide
Research Project Lifecycle
Engagement Tools
1
Design
Quest.
Sample
Fielding
Analysis
Insights
Reporting
Syndication
Today
Qs
2
Design a best-in class measurement system that delivers the right intelligence, at the right time, to the
right people, to enable rigorous assessment and continuous improvement of our perception of
coverage and satisfaction issues.
AUDIENCE
This document is targeted for our key BU stakeholders. This is a compilation of information from the
most recent activity around GCC POC Project.
PROJECT
SPONSOR
RESARCH
MANAGER
research manager time
Myrna Seda- Mendez, Johanna Ward
˜ Yellow
WORKSTRE
AM / LEAD
STA
TUS
COMMENTS
Design
Myrna
SedaMendez
On
Tra
ck
Is there spend leakage.. The GCC POC survey is being directed by the business needs of our BU
partners customers at all stages of the design: attribute development, questionnaire structure, and
analysis. Qualitative research is scheduled for September in the US to identify and validate key
attributes associated with a customer’s POC with AXP. Quantitative survey in 4 lead markets – US,
FR, AU, and JA
Data
collection
Tim Sprik
Don
e
Completed 2,100 interviews with GCC GMs and DMs.
Reporting
Johanna
Ward
On
Tra
ck
We began to collect reporting requirements during the regional GCC meetings. We will consolidate
and share the feedback received to date with the regional GCC leads by end of March. Ongoing
work includes partnering with the GCC stakeholders to finalize the reporting requirements, creating
formal reporting/analysis plans, and working with NA to define report templates.
Analysis
Myrna and
Johanna
At
Risk
Develop the driver analysis and cross-tab plan
3
Amex LACC Voice of the Customer Project
- Project Progress Report -
CONTACTS
ROLE
Emma Streatfield
Senior Manager of Global
Marketplace Insight
[email protected]
+44 207 943 3682
Misia Tramp
Consultant
EMAIL
[email protected]
+44 (0)7971 460 103
Memet Pekacar
Account Director
[email protected]
Krista Uellendahl
Senior Project Manager
[email protected]
Lili Perez Bernaldez
Research Assistant
[email protected]
Phone
Conditions of Satisfaction
A document outlining standardized
requirements for all research deliverables
ensures that vendors have a clear
understanding of expectations.
PROJECT PROFILE
Project Report No.
10
Client
American Express
Business Unit
Global Marketplace Insights
Intrepid Project Code 06545
Project Name
LACC Voice of the Customer
Project Start Date
Wed-16-May
Project End Date
Fri-17-Aug
Tomorrow
“Essential Questions”
Anita B Bathija and Christopher Frank
OVERALL
STATUS
KEY: ˜ No major issues. ˜ Potential progress impacts. ˜ Major issues impacting progress.
4
Project Management and Reporting Guidelines
Detailed project management templates and
reporting guidelines help vendors meet
expectations.
+44 (0)20 7524 7907
+44 (0)7899 877 247
+44 (0)207524 7926
+44 (0)7879 483 558
+44 (0)20 7524 7913
PROJECT SCOPE
To gain a deep understanding of CM experiences and perceptions of service levels, as delivered by Amex insurance
carriers, to understand the impact of this on CM behavior, and on attitudes towards the card and insurance
relationship. This includes:
1. Understand the role and importance of service in the enrollee relationship
2. Pinpoint service strengths to build on (for either in-or outsourced servicing)
3. Identify key weaknesses in the servicing offer for remedial action (for either in-or outsourced servicing)
4. To map the key hotspots in the service delivery (to drive training and resource prioritisation)
research manager time
A comprehensive map of supplier capabilities –
shared broadly – encourages vendors to build
expertise in “white space” areas.
Critical company priorities – shared openly
with vendors – allow them to focus only on
highest return research activities.
GCC POC Project Update
Communication summarizing: status, milestones, and key issues.
Perception
of
Coverage
“Stylebox” - Portfolio Management Tool
5
Reciprocal Feedback Loop
Regular two-way feedback sessions enable
Research to form an accurate picture of
vendors’ performance and promote open
communication from vendors.
6
Opportunities to Win New Work
Strong assessment scores grant vendors an
increased pipeline of RFPs, even outside their
areas of expertise.
Key Take Aways
• Environmental change takes time.
• Embrace systemic shocks.
• Strike the right balance. Support essential
questions while being irritatingly objective.
• Protect and develop precious talent.
Thank You
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