PlanetFeedback and P&G;`s Tide Brand Partner to Redefine How Brands Listen, Learn ExpressFeedback, BrandPulse tools provide Tide with 360-degree view of consumers
Cincinnati, Ohio (July 15, 2002) -- Do consumers want to talk to their laundry detergent?
You bet, and the nation`s leading detergent has its brand managers listening to, learning from and responding to its customers in a new way, thanks to services from PlanetFeedback.
Tide and PlanetFeedback today announced a program entitled "Feedback 360" that gives one of P&G;`s largest brands a new way to collect, analyze, and act on consumer questions, compliments, complaints and testimonials. The program features two of PlanetFeedback`s premier products, ExpressFeedback and BrandPulse.
"PlanetFeedback is teaching a 50-year-old brand some new tricks," says Bob Gilbreath, Tide assistant brand manager. "In a very short time, these new capabilities have given us easier access to previously untapped sources of consumer information, gotten us closer to our customers and opened some new avenues for marketing opportunities."
PlanetFeedback`s reporting and analytical tool, BrandPulse 360, provides Tide`s managers point and click access to data that measures the real-time "pulse" of what consumers are saying about Tide, its related products/brands and competitive products.
Multi-source feedback
The tool captures consumer feedback from multiple sources -- e-mail, phone, fax, survey results and external Internet discussions -- and consolidates it into a common, user-friendly reporting interface. This single, holistic view of consumer insights can be used by different departments and divisions.
The tool eliminates the need to tabulate spreadsheets manually or sort through various e-mails. Customers` comments can be searched by specific keywords to help brand managers, marketers, product developers and others find critical information.
Elements of the Tide/PlanetFeedback "Feedback 360" Initiative include:
* A unique "Contact Us" interface that allows consumers to choose a brand of Tide, the kind of feedback they want to give and more than 300 scenarios that either answer their questions or link them with Tide-related resources, special offers and customer service.
* The ability to detect a consumer`s needs during the feedback process and then dynamically present relevant consumer content, such as special offers, product locators or Tide`s popular "Stain Detective."
* The ability to merge PlanetFeedback product and comment codes into P&G;`s A3RC database helps reduce time customer service reps spend processing consumer feedback. Even though click-throughs are higher with the new system, internal e-mail processing and costs have dropped because customers` questions are answered in real time.
* Automatic routing of all feedback by country and built-in checks that make sure all interactions comply with online privacy requirements. Corporate "listening"
"Our goal is to put a `new face` on "Contact Us", making a consumer`s first interaction with a company`s Web site as personal and friendly as a call to customer service reps or the first visit with a helpful retail clerk," said Pete Blackshaw, co-chair and CMO of PlanetFeedback. "We are committed to assisting P&G; with their vision of becoming a breakthrough listening organization."
Consumers can experience the PlanetFeedback utility by clicking the "Contact Tide" link in the upper right corner of Tide`s home page or by visiting the Feedback 360 tool directly.
Media contact: 513-618-6756 or 513-618-6716
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