I participated in the Markkinointiviestinnän viikko organised in Wanha Satama on 22.-23.9.2015. Although many of the topics in this event are about marketing or communication, a main message I picked from the event was the importance of listening to your customer and creating an excellent customer experience.
Lari Suomalainen, Sales Director from Koodiviidakko pointed in his talk that second biggest trend in digital marketing is big data. Big data is a collection of data from traditional and digital sources inside and outside your company that represents a source for ongoing discovery and analysis.
In their talk ”Automated insights from a loyalty program: how to develop your business with trigger-based research using behavioural data: Case Coop Sweden and Nepa ActionHub” Niclas Öhman and Minna Mehtälä from Nepa told how Sweden’s second biggest grocery store chain Coop is collecting and using big data about their customers. They have an automated system that creates customer satisfaction reports to each Coop store monthly. These reports can be used also on marketing analyses, competitor analyses, personnel improvement and rewarding.
Interesting was how Coop has included customers in the process from the beginning. Coop has two major channels collecting data about their customers: loyalty card program and customer surveys. When they started to develop their new automated analyses tool they invited 15 000 households to become a members of the Coop panel. These households get regular surveys from Coop. In the first phase of developing the system about 4 times a year, now when the system is running once a year.