Marketing Advisory, Strategy and Analytics
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Through our partnership, our client can now confidently optimise their loyalty account proposition with a deep understanding of what sets themselves apart in the market. By measuring inferred rather than stated responses we could accurately recommend both product and communication hierarchies to maximise sales uplift.
Forethought launched the Normality Index (NI) immediately as we went into lockdown in March 2020. We now have 19 waves of data (weekly for the first 12 weeks and now monthly since July). Here are the key findings from our February pulse.
Australians feelings of Normality was at the highest level observed in April since the start of the pandemic (83%) and remained stable from March. As optimism grows with the management of COVID-19 at a State level, the focus shifted to the Federal Government rollout of the vaccination and hotel quarantine program. However, trust in Federal Government was at the lowest level observed since the start of the pandemic as a steady decline was observed since the start of 2021.
The approach for prioritising initiatives varies by the job to be done. Initiatives aligned to brand building should be assessed differently from initiatives attempting to iron out a clunky user experience. CX initiatives generally fall into three buckets.
In 2018, comparing to the same half year just 12 months earlier, Australia’s leading health insurer, Medibank Chief Executive Officer, Craig Drummond announced a 78% reduction in member defection. In the same breath, he announced a 2% reduction in management expenses. In the two years leading up to that remarkable turnaround, Chief Customer Officer, David Koczkar sought consumer based evidence to drive and empower his decision-making, and to align the organization.
