The document discusses the impact of social listening. It provides examples of how Philips has used social media to engage with consumers and gain insights. It also describes a case study where Philips used social listening to improve sentiment toward a sonicare toothbrush, which led to reductions in negative feedback and call center calls. The key lessons highlighted are the importance of understanding consumer language and mindsets and testing insights.

1. The impact of social listening
Patrick Lerou & Floris Regouin
NPS Event - Amsterdam
February 7, 2012

2. Survey…
Confidential NPS Event - Amsterdam, February 7, 2012 2

3. The consumer journey – traditional way
Source: Mckinsey Quarterly - The_consumer_decision_journey Event - Amsterdam, February 7, 2012
Confidential NPS

4. Online trends
2010 2015
Very high internet penetration in the Online retail market will grow to
Netherlands over €6 billion
85% of population active online 80% of Dutch consumers will buy online
70% of online users shopped online Major categories:
Average spend €386 per person • Consumer Electronics
• Clothing
• Event Tickets
How now to benefit and keep up
with this online growth?
source: European Online Retail Forecast, 2010 To 2015, NPS Event - Amsterdam, February 7, 2012
Confidential Forrester

5. The consumer journey
Source: Mckinsey Quarterly - The_consumer_decision_journey Event - Amsterdam, February 7, 2012
Confidential NPS

6. Social Media actively used to create brand
preference for Philips
Wake Up The Town
Confidential NPS Event - Amsterdam, February 7, 2012
An Arctic Experiment 6

7. #VTwonen
Confidential NPS Event - Amsterdam, February 7, 2012 7

8. Confidential NPS Event - Amsterdam, February 7, 2012

9. Confidential NPS Event - Amsterdam, February 7, 2012

10. Using Social Media channels to engage
with consumers in conversations
Confidential NPS Event - Amsterdam, February 7, 2012 10

11. The Challenge
Global Consumer Care Consumer Care Online
7 Different Case
13 Different
13 Different
Mgt / CRM
Systems
Reporting Standardized
Feedback
 >50 countries
KPIs/SLIs
Process
 >30 languages
Over 130 7 Philips
 >30 million web visitors
Local Contact Online Shops
Numbers  >150 million page views
Ad Hoc  >15 million software downloads
CRM/Loyalty
Direct Link Programs
between  >250 thousand surveys
Web and CC
Global Service
Network
 60.000 products supported online
worldwide
Standardized
Training Multiple
consumer  5 business product groups
databases
Multiple
Insourced Call
3 Service
Networks used
10 Call Center  >30 product categories
Vendors
Center Ops. for Call Center
 Millions of interactions via repairs &
exchanges
Confidential NPS Event - Amsterdam, February 7, 2012

12. #Sonicare – The Case
Confidential NPS Event - Amsterdam, February 7, 2012

13. Methodology
Confidential NPS Event - Amsterdam, February 7, 2012

14. Confidential NPS Event - Amsterdam, February 7, 2012

15. 1.511 websites / domains
EXTERNAL DATA
INTERNAL DATA
5.718 call logs/NPS free texts
Confidential NPS Event - Amsterdam, February 7, 2012

16. Insights
Quality Timer function
Right product? Speed
Hygiene
How to brush?
Highly positive perceived
Customer Service Battery
How does product work?
Life expectation
Confidential NPS Event - Amsterdam, February 7, 2012

17. Converting heavy negative detraction into positive
sentiment
Consumer Care Web NPS
Content
updates
Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec.
Confidential NPS Event - Amsterdam, February 7, 2012

18. Reduction call center calls
-33%
Content
updates
Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec.
Confidential NPS Event - Amsterdam, February 7, 2012 18

19. Lessons learned
Consumer Mindset No resources, All insights Testing
Language No execution important Testing
Confidential NPS Event - Amsterdam, February 7, 2012

20. @Lerou @FlorisRegouin
06 1056 3078 06 2139 7773
Patrick.lerou@Philips.com Floris.Regouin@Philips.com
http://nl.linkedin.com/in/patricklerou http://nl.linkedin.com/in/florisregouin
Confidential NPS Event - Amsterdam, February 7, 2012 20

21. 21