Get inspired by some concrete examples from our clients

Our case studies

Involving >1000 customers in co-creation

How an Italian multipartner loyalty program involved its customers in co-creating new initiatives with the biggest ever virtual focus group. "Synthetron has proved to be extremely effective in listening to our customers and in getting feedback and new ideas from them. I would have never imagined to collect so many insights in real time, directly from our customers in just 60 minutes!" Bruno Coletta (Head of Marketing & CRM, PAYBACK Italy)

Situation

PAYBACK is a multipartner loyalty Program active in Italy since 2014. With its 12 million consumers and 80+ partner is the largest Italian consumer loyalty Program with a very active CRM program. The marketing team wanted to identify new insights for new initiatives and to improve the user experience and was looking for a way to actively involved their customers in this.

Approach

The team came across Synthetron online dialogues and decided to use this innovative form of virtual focus group to actively involve their customers, listen to the ideas and suggestions and co-create with them new initiatives. The Synthetron Italian team organized one session with 1300 customers - the biggest (virtual) focus group ever! - and carried out an in-depth analysis of the results.

Results

 
    • The discussion enabled the Marketing team to validate quantitatively some of the actions already in their pipeline and to identify other new initiatives to put in place.
 
    • The discussion also confirmed the relationship and the expectations clients have towards the Program – not just from a rationale / features point of view, but also from a more insightful perspective.
 
  • And, last but not least, consumers really appreciated the Program's willingness to listen to their thoughts:"I appreciated the possibility of giving advice to improve the program" "I enjoyed to be able to express my ideas and see what others think about it" "I like being an important part of business decisions"
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Customer Mindset Profile

How a financial institution used Synthetron's Customer Mindset Profile method to understand more about the customers' mindset and adapt its language.

Situation

The financial world has been through a very rough ride in the last 5 years. Many financial service companies have gone under, been re-organised or taken over, or only survived thanks to state interventions. In that context, a leading European financial service company wanted to regain customer confidence by aiming for a respectful, meaningful and honest relationship with all their customers based on a truly customer focused approach and behaviour linked to the core values of the company. The management team wanted to go one step beyond the usual insights on customer needs and wants to understand more about the customers' mindset and relationship with financial service companies.

Approach

We set up two Synthetron on-line dialogues: one with a group of frontline financial advisors (employees) who are in daily contact with the customers, the other with a group of representative customers. The topics for the discussions were carefully selected to enable the employees and customers to have free flowing and rich dialogues with an appropriate level of interaction between the participants in each on-line sessions. Such a set up also allows for a gap analysis on the language used by the two groups.

Results

The linguistic analysis revealed some interesting insights. For instance, the customer mindset is very much focused on the avoidance of any financial risk, with clear implications for the communication strategy of the financial service company:
  • more focus on security and stability of the company and less on innovation or being different,
  • more focus on what the customer wishes to avoid (instead of what they want),
  • more personal, less business-like communication,
  • more new financial service opportunities proactively pitched to customers.
Based on these findings the financial service company could put more emphasis on the concerns of the customers, what problems they have, what risks they want to avoid and how the company can help to avoid them.
Listen to your employees in a Synthetron online dialogue and move forward together
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Collecting in-depth feedback from customers

How the General communications regulator for Ireland collected in-depth feedback about the impact of the postal market liberalisation on customers.

Situation

Comreg is the general Communications regulator for Ireland, covering almost all possible types of communications. In this capacity, it acts as the National Regulatory Authority for the Postal Sector in Ireland. John Hearn, Comreg’s Manager for Postal Liberalisation initially conducted a series of “physical” conferences to collect feedback about the impact of the postal market liberalisation. He wanted however to collect additional insights to fully understand what benefits might be expected for all types of customers of postal services in Ireland, after the full opening of the Irish postal market due by the end of 2010.

Approach

Synthetron solution was used to engage both the service providers and the representatives of customers in a different way through a single cyber-discussion. The script for the online debate on “Understanding and ensuring the benefits to all consumers from a competitive postal market” was developed by Paul R. Kleindorfer, Distinguished Research Professor, INSEAD, an expert in the field of postal deregulation. Prof. Kleindorfer also facilitated the debate among the conference participants and wrote the report documenting on the outcome of the Synthetron session.

Results

Synthetron enabled to collect feedback in a very efficient way. Indeed, holding a conventional type of meeting is time consuming for both Comreg and the participants. The need to spend at least half a day at such symposium, plus the travelling time inevitably restricts the participation of many stakeholders; especially those who live some distance from the venue. Also, the Synthetron dialogues ensured that every participant got the opportunity to make his/her point.
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Learning about Germany’s foreign policy perception

How the German Foreign ministry used Synthetron to learn about Germany's foreign policy perception in a new and modern way.

Situation

Back in November 2013 German Foreign Minister Frank-Walter Steinmeier launched a “What goes wrong?” reflection on Germany’s foreign policy to consider what needs to be changed as part of its 2014 review process.

Approach

Synthetron came into play when external expertise had to be complemented by internal knowledge of both the central staff in Berlin and their colleagues in embassies around the world. Starting at the beginning of November 2014 we ran four 75 minute debates, each reflecting on different aspects of cultural and procedural issues – three in an overall context and one especially focused on ways how to handle European policy aspects in the light of the newly established European External Action Service. Around 350 participants exchanged nearly 3,250 ideas. The analytical work was done in four steps:
  • An immediate response converting significant raw data from each debate into a readable layout
  • An in-depth analysis for each the 3 debates focusing on culture, creativity and organisation
  • An additional analysis on European Policy issues
  • An analysis of attitudes shown via language patterns.

Results

We reported back on the following:
  • What participants expect as an appropriate internal culture and how they would react to it (shown as well in segments differing between central and embassy staff)
  • Top actions required to achieve the aspired culture
  • Which parameters need to be reflected in the course of achieving progress
  • What suitable communication could help to bridge gaps in a consistent way.
The Synthetron online debates were an important integrative element amongst the various formats of people involvement in the “Review2014” Process.
"Within the IT-architecture of the Foreign Office, the crowdsourcing approach offered a new, modern approach from which we learned a lot. The Synthetron online debates were an important integrative element amongst the various formats of people involvement in the “Review2014” Process. It was only with the assistance of this methodology that we could offer the chance to take part in the process to colleagues from all over the world in a very short time. The technical potential of your product as well as the manifold options for evaluating the data were a big gain for us. We were also impressed by the quick analysis of the underlying patterns of the participants on the basis of the structure of the language they used. I realised that an efficient cooperation between your specialists and my team is indispensable in order to coordinate the Synthetron expertise with the knowledge of the processes and specials of the Foreign Office and to make use of them in a most efficient way. This was a success.” Dr. Thomas Bagger, former head of Planning Staff (now head of department of external affairs in the office of the German President) – Foreign Office Germany, Berlin
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read the article about this project in the Economist
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Hybrid mass consultation of citizens

How the first G1000 mass consultation with citizens used Synthetron to increase engagement and extent reach.

Situation

In November 2011 a unique experiment was set up in Belgium: the first
G1000. One thousand randomly selected citizens were brought together in Brussels in an effort to bring together people from all regions, social classes and ages to discuss 3 topics previously identified by citizens: Social Security, the Financial Crisis and Immigration. The G1000 was set up using a hybrid format. At a mass event people at tables of 10 first listened to 20 minute expert presentations on each topic discussed under the guidance of facilitators. In parallel discussions took place online (G-home) and off site (G-off). The set up was unique in so far that the whole initiative was entirely crowdfunded, and citizen-driven and that is used a unique mass hybrid model of on-site mass interaction plus online (G-home) and offline (G-off).

Approach

On the day Synthetron ran the online part G-Home. More than 700 citizens joined the debates from their PC at home or work. Via live-streaming they first watched the 20 minute expert presentations and then joined the interactive Synthetron discussion online (60 mins). Eight discussions were organised with Dutch and French sessions set up in parallel on each topic. The discussion scripts were designed to be complementary to the G1000 on site event so that citizens co-created their best insights into what changes and solutions they felt were needed. Participants jointly decided some focus areas. Moderators guided the citizens to share and co-evaluate their ideas, opinions and reflect on ways forward. A quick analysis was done during the day and presented back to the G1000 room an hour later. The discussions were projected live in the G1000 event room for cross fertilisation.

Results

Participants had a critical yet very constructive attitude during the debates. In terms of content, results were very much in line with the G1000. Reports were provided to all participants a week after the discussions. These reports together with the outcome of the G1000 were the core input for the next step: the G32 (32 citizens from amongst the G-home and G1000 participants working in more detail on some recommendations). The reports and the full raw data were made available to universities in Belgium for further analyses. Since this first experiment, many G1000 initiatives that followed used the Synthetron platform to increase engagement and extend reach.
Hear what citizens have to say in Synthetron online dialogues
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