Mario Streng, British Gas
Mario Streng is the Senior Insight Manager Brand, Propositions and Market at British Gas. This role spans a wide cross-section from brand positioning and proposition development to consumer trends and market developments. He previously worked in an insight role for Cancer Research UK, introducing a new occasion based audience framework and launching a CX survey across key product areas. He started his insight career in the airline industry, working for British Airways mainly on CX and brand projects before moving to easyJet, managing all aspects of customer insight across Europe. He holds a master’s degree in economics from the University of Texas in Arlington and the German equivalent of a bachelor’s degree from the Ruprecht Karl University in Heidelberg.
Decoding Emotion in Consumer Feedback to Drive Long-Term Brand Growth
British Gas is an iconic brand serving over 12 million customers across the UK. With this impressive market share they are on a journey to become truly customer obsessed and drive customer loyalty. As a data rich organisation they are not short of consumer insight, however they needed to unlock new, richer sources of insights to tell the customer story. Most importantly they needed to explore the connected experience by bringing different data sets together to fuel the next phase of their business evolution as they seek to transition from an energy supplier to an energy management and solutions company to meet changing consumer needs.
British Gas leveraged Kantar’s AI & ML technology tool STAN to zero in on what really matters. Using advance analytics STAN unified disparate sources of consumer feedback to uncover the themes and emotions driving conversation and connecting this to long-term brand equity. Emotions were at the heart of taxonomy, with both specific lenses capturing feelings such as support, sympathy, peace of mind and fear, as well as emotionally charged topics, like vulnerability and life stage. The model explored the connected-experience integrating brand, NPS and WOM (online and offline) feedback giving a holistic view of customer needs.
British Gas will showcase how using these insights they are able to make confident, strategic and prioritised decisions ensuring the long-term brand promise is delivering on the customers’ every day energy needs/experiences and most importantly driving competitive advantage .
This session will be co-presented by British Gas and Kantar.