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Next please - online game for bank tellers: Educate your business partner's sales force through the interactive online game
Jan Lajka, ESOMAR, CEE Research Forum, Krakow, March 2012
Using the example of a research project for the CSOB, a leading Czech bank, this presentation demonstrates how a research assignment can be turned into a highly useful, multi-purpose tool benefiting both the client and the bank's customer.
Using the example of a research project for the CSOB, a leading Czech bank, this presentation demonstrates how a research assignment can be turned into a highly useful, multi-purpose tool benefiting both the client and the bank's customer. Results delivered by conjoint analysis on the bank's personal banking product portfolio were used to develop an educative online game that simulates a sales communication of bank representatives with their customers. As an innovative concept for training the sales force, the game was eventually merged into CSOB's internal education system.
Six people, six lives, one hope: Listening to employees
Preriit K Souda, ESOMAR, Young Researcher of the Year Award, 2011
To understand and gain insights into the phenomenon of job attrition, global research was carried out to understand what makes people happier in life, focusing primarily on their professional life, as employment is among the most important factors affecting overall happiness.
To understand and gain insights into the phenomenon of job attrition, global research was carried out to understand what makes people happier in life, focusing primarily on their professional life, as employment is among the most important factors affecting overall happiness. To support data analysis, surveys were carried out in six languages, to cover different countries in different stages of economic development. In order to illustrate the findings, the author created six pen portraits of employees from Tokyo, London, continental Europe, New York City, Mumbai and Bangalore. These supported recommendations to HR departments to improve employee satisfaction, including offer horizontal growth where vertical growth is unavailable; promote work-life balance; and conduct honest exit interviews.
Producing work-ready graduates: the role of the entrepreneurial university
Nigel Culkin and Sofie Mallick, International Journal of Market Research, Vol. 53, No. 3, 2011, pp. 347-368
UK universities are having to come to terms with the double whammy of a 2010 Spending Review that will see budgets reduced from £7.1 billion to £4.2 billion by 2014, and the Browne Review of higher education funding and student finance, which argues that those who benefit (i.e.
UK universities are having to come to terms with the double whammy of a 2010 Spending Review that will see budgets reduced from £7.1 billion to £4.2 billion by 2014, and the Browne Review of higher education funding and student finance, which argues that those who benefit (i.e. students) should make a far greater contribution to the cost than is currently required. Against this backdrop the authors seek to contribute to the graduate skills debate. They will demonstrate that delivering employment-ready graduates ignores the demands of a radically altered world of work in the face of the government’s response to the latest economic crisis. While its primary focus is on the supply side (graduates) the authors are cognisant of the market research industry, which itself is facing external pressures to shift from a milieu of data gathering to a future of intelligent insight providers. We then go on to present the development of a new type of university, which has actively sought to reduce its dependency on traditional funding sources. Finally, we present a model of a research facility at one university that has successfully engaged with the local and regional business community to the benefit of its student workforce. In doing so, it has helped to develop over 70 graduate researchers, with entrepreneurial mindsets, who have all gone on to secure enterprising futures.
Corporate Wellness: Wellbeing in the Indian BPO sector
Chirajeet Sengupta, ESOMAR, Global Healthcare, New York, March 2010
The BPO industry is one of the biggest drivers behind India's growth. Its workforce lies within the 20-40 age bracket and is part of the generation that "must not be allowed to fail" if India is to live up to its promise.
The BPO industry is one of the biggest drivers behind India's growth. Its workforce lies within the 20-40 age bracket and is part of the generation that "must not be allowed to fail" if India is to live up to its promise. As such, wellness in this industry is critical for the national economy, for the global audience that it serves, and the economic paradigm of growth in emerging markets. This presentation looks at wellness trends within the context of the Indian BPO sector and the potential role of different stakeholders in making things better.
An inside-out approach to integrated marketing communication: an international analysis
Gayle Kerr, Don Schultz, Charles H Patti and Ilchul Kim, International Journal of Advertising, Vol. 27, No. 4, 2008, pp. 511-548
The ‘inside-out’ approach used in this paper describes the implied educators’ perceptions of integrated marketing communication (IMC).
The ‘inside-out’ approach used in this paper describes the implied educators’ perceptions of integrated marketing communication (IMC). From an analysis of 87 IMC course syllabi from six countries, and in-depth conversations with IMC programme directors and developers, we sought to determine whether those who teach IMC have reached a consensus on what IMC is; whether they embrace, reject or simply tolerate this new discipline area; and, specifically, how they are presenting IMC to the next generation of practitioners and scholars. The findings suggest that what is being taught around the world continues to be what would traditionally be considered promotions strategy, advertising management or marketing communication with minor IMC theory or content. For the most part, the syllabi we evaluated neither drew from the key constructs of IMC, nor were the key writers and published disciplinary research included in the course offerings. This gap – between what IMC writers have put forth, the established industry practices and what is being taught to the next generation of practitioners and academics – presents a significant challenge. This is a particular challenge to the scholars and teachers who are charged with the responsibility of encouraging best practices, presenting the most current and relevant applications and research approaches, and including the most current theory in their course delivery.
The 'glo-cal' branding toolkit - a global strategy in local markets
M. Gabriela Ugalde Romagnoli and Mauricio Yuraszeck Ardiles, ESOMAR, Latin American Conference, Mexico City, May 2008
Companies are increasingly using marketing techniques that have worked with consumers and applying them to engage their own employees.
Companies are increasingly using marketing techniques that have worked with consumers and applying them to engage their own employees. This paper shows how Nestlé is facing the challenges of entering the Latin American market, and is using local solutions to develop its global approach to 'employer branding'. Its main aim is to combine the identity of each country it works in with the values of its global proposal. It discusses the research plan, creative work, and shows how the approach adopted by advertising and media agencies could be used an example of how agencies can widen their remit.
Delight or defection: the pivotal role of people at the retailer inside the customer experience
Jörg Höhnery and Charles Kirchner, ESOMAR, Automotive Conference, Lausanne, March 2008
In the car manufacturing industry, boosting unit sales and market share hinges on getting end users to value the actual sales interaction and customer service.
In the car manufacturing industry, boosting unit sales and market share hinges on getting end users to value the actual sales interaction and customer service. While interaction with the client during the “customer experience” is pivotal to achieving long-term sales results, so too are the methods used to evaluate customer satisfaction. They play a leading role in honing a competitive edge in 21st century global markets. Despite clear demands for better service, however, customers report almost no improvement in the last decade. Why? Companies too often ignore the dynamic people issues that truly affect customers’ experience. Almost half the customers who defect leave because of issues with customer service. Only those companies fully aware of the intricate chain involved in measuring and understanding change, and willing to enhance staff performance in the modern customer experience, can hope for fully-fledged success.
Work versus life? Changing attitudes towards work around the globe
Charlotte Cornish, Fabian Echegaray and David Donnelly, ESOMAR, Annual Congress, Berlin, September 2007
This paper examines what drives employee engagement and work-life happiness across the globe. Differences and similarities are explored between countries, and how this indicator of societal trends interacts with wider social values, macro economic conditions and corporate expectations.
This paper examines what drives employee engagement and work-life happiness across the globe. Differences and similarities are explored between countries, and how this indicator of societal trends interacts with wider social values, macro economic conditions and corporate expectations. The data source is a 23-country study conducted by the IriS network of independent research agencies. Using the findings, the paper discusses how homogeneous or heterogeneous global corporate employee policies need to be to achieve success.
The importance of first contact - what's a smile worth?
Robert Passikoff and Frank Mulhern, ESOMAR, Leisure Conference, Rome, November 2006
This paper describes an innovative approach to establishing financial values for each aspect of the hotel guest experience.
This paper describes an innovative approach to establishing financial values for each aspect of the hotel guest experience. It addresses the following two, critical planning questions: Can employee engagement and behavior be linked to guest expectations that allow for the calculation of potential future value created by better managing the guest experience and, in an age when guest delight turns into expectation faster than an overnight stay, and less and less, hotel facilities alone produce the kind of leveragable differentiation required to build loyalty and profitability, how can hotels avoid commoditization and maintain guest loyalty?
Toilet breaks: using anthropology to tell the employee side of the story
Anjul Sharma and Becky Lewis, ESOMAR, Qualitative Research, Athens, October 2006
Life is one big story, and as market researchers we take it upon ourselves to tell stories, even one about train drivers and their need for toilet breaks.
Life is one big story, and as market researchers we take it upon ourselves to tell stories, even one about train drivers and their need for toilet breaks. Using a web of theoretical models encompassing anthropology, feminist sociology and transactional analysis, the authors share the unique circumstances they faced. Further, the impact of this story on an organisation that has had to challenge the established way of doing things to improve diversity is revealed.
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