Energizer is a global leader in the dynamic industry of providing energy solutions with a full portfolio of products including Energizer® brand battery products such as Energizer® EcoAdvanced™; Energizer MAX®; Energizer® Ultimate Lithium™; Energizer Recharge® batteries as well as charging systems and torches. Energizer batteries have been around since 1896, employing more than 4000 people and generating more than $1,7 billion in annual sales. In this case study, you will read how Energizer was able to increase feedback and customer engagement by using QuestionPro's market research and customer insight community.
Case study: the initial situation
Energizer operates in a market with many competitors where brand loyalty is relatively low, as batteries tend to be convenience products with little difference in performance for consumers. In addition, it has been difficult for the company to collect feedback from customers on usage and satisfaction, and to gather feedback from prospects on product needs and desires. Another challenge for Energizer was the lack of a panel to generate long-term data, ideas and feedback on the product portfolio. They then decided to create a market research community for customer insights that would help the company collect and analyse feedback.
For Energizer's managers, the QuestionPro Market Research and Customer Insight Community was the tool of choice because it is quick and easy to set up and manage, and also has innovative tools to achieve the community's goals. These were as follows:
- Easy recruiting of community members
- Integrated suggestion system (Idea Board)
- Gamification, incentives and engagement tools
- Dialog-oriented forum
- Launch of online surveys
- Easy integration of customer inventory data
- Execution of brand and hotspot tests
- Obtaining qualitative and quantitative feedback
- Use of an app for quick access
10.000 members worldwide, longitudinal studies, brand and usage tests
The online community has over 10.000 members from all regions and population groups and is still growing. With over 100 projects completed each year, the community has gathered a multitude of insights. The introduction of the platform has enabled Energizer to conduct studies in a short time and with high frequency and to produce longitudinal studies by using playful rewards (gamification), brand tests and post-use tests and collecting usable qualitative and quantitative insights.
The decision of those responsible who QuestionPro Using the market research and customer insight community brought the company 200% more feedback and an increase in member engagement by 55% in a very short time thanks to the excellent engagement tools. Furthermore, usability tests could be carried out online with the help of the in QuestionPro integrated multimedia question types. Surveys can be imported into the community quickly, easily and depending on the location of the members, whereby the members receive push alerts via the app, which on the one hand significantly increases the feedback and on the other hand brings valuable regional analysis data. In addition, customer loyalty increased and with it the number of repeat purchases measured.
“The pace of support and the insights we got from QuestionPro Research team received are remarkable. I see it as a very natural addition to our in-house research team - especially with a “can-do” attitude that sets it apart from anyone else, ”said Prabhakar Sundaram, Global Consumer Insights at Energizer Holdings.
1:1 live online presentation:
As part of a 1:1 live online presentation, we will show you how, in the style of Energizer, you can create real competitive advantages that set you apart from the competition, even in crowded markets! Arrange a personal appointment now!