Situation: A new product
was going to have to be launched due to government requirements.
There was conflicting company information about how to
inform the consumer about the change so that they would
not be concerned and would stay connected to the brands.
Insights: It was felt that
there needed to be multiple approaches to this situation
for the Customer Contact department. The concern was
a loss of consumers to the entire category. Prior to
our work, there was limited knowledge in this large company regarding
this question.
Approach: Implemented
steps 1– 4 of the Getting It!® system
(Knowledge Mapping, Value Diagramming, In-context Interviewing,
and Rapid Insight Testing). Project completed within
four weeks.
Results: Rapid use of
the approach provided for key understanding of the
issues which allowed executives and several groups
within the organization to plan their strategy quickly
and with thoroughness. The customer satisfaction issues
were managed successfully when the product was brought
to market. Insights were credited with helping manage
the situation to maintain and, in fact, grow market
share. Business today continues at multiple billion
dollar level.
