A case study with Qantas
Qantas Loyalty Senior Executive wanted to understand how customers think about trust.
It was important to find a way for the C-suite to engage in a different format that allowed them to stay in the office and not be tied to a video link.
Qantas Loyalty Team wanted a convenient immersion that wasn’t a focus group or the need for them to go to someone’s home. Getting to the honest truth of what customers really think, especially in front of 30 people including C-Suite, is challenging.
We decided to use customer forums for storytelling - a unique format that brings the customer to the client with an independent moderator.
Two Frequent Flyer customer storytelling forums were held in front of Qantas Loyalty employees and C-Suite execs.
Customers were asked to tell us stories of their experiences with the loyalty programs they currently belong to and any frustrations or delights they have with them and how this relates to trust.
An open discussion and Q&A ensued to ensure the C-Suite had clarity on issues out of the bubble.
An open discussion and Q&A ensued to ensure the C-Suite had clarity on issues out of the bubble.
The forums helped C-Suite understand true loyalty issues.
It gave everyone (not just the moderator) the opportunity to ask questions, test theories and get to grips with reality. The moderator moderated questions and answers to ensure clarity and purpose.
The forums were hugely popular and future forums will cover fresh aspects of the program.
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