For instance, a phone company wanted to detect the profiles of people who stopped being loyal. Through these fuzzy logic techniques, the company detected this profile:
Women around 55-60 years old, who had been customers for many years, with very basic use of their phones, without much voice consumption, with no notice of serious complaints or problems, and always paid the bills on time. All of a sudden, they leave the phone company. Up to here, this is the profile given by the method.
The company went in depth with some of these cases and understood why. Those women had just become grandmothers and their sons or daughters offered them the possibility to receive pictures of their grandchildren via Whatsapp. But with their conventional cell phone that was not possible. They went to the phone company looking for a smartphone, and the company asked for quite a big budget, as they had few points in their customer loyalty schemes. Then they went to the competitors, who provided them with a preferencial low budget as new customers.
The new status of “grandmas” was the insight that made their behaviour change.
If done correctly, this quantitative technique has the same validity as the previous ones, but it can’t be used if the company is rather new or if it hasn’t being tracking the customers commercial activity before.
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Ramalingam, S. & Ghosh, A. (2009) “The “insight” story”, en Consumer Insights. ESOMAR
Zhang, Y. & Wildemuth, B. (2009) “Unstructured interviews” en Applications of Social Research Methods to Questions in Information and Library Science. Wesport: Libraries Unlimited.
Will, V., Eadie, D. & MacAskill, S. (1996) “Projective and enabling techniques explored” en Marketing Intelligence & Planning. Vol. 14, pp 38-43.
Text by Lluís Martínez-Ribes, BCN, 2017
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