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When you give your customers a voice you change the brand experience for them, and for those listening. Customer stories can make your products sing, cutting through the airwaves to capture a broader audience through:
- Search engine optimization. Reviews and ratings help your organization get heard, on your site and third party sites.
- Enhanced brand loyalty. Customers become invested in your organization’s success when they can influence it.
- Increased acquisition. Organizations can’t replicate the authentic tone of user-generated content. It drives traffic, turning prospects into customers.
- Stronger insights. Your customers’ wants and needs propel new initiatives and move your business forward
Let your customers tell your organization’s story, and you give voice to a powerful narrative that builds your brand.
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Pfizer, the world’s leading biopharmaceutical company, works to apply science and its global resources to improve health and well-being at every stage of life. The company’s diversified health care portfolio includes human and animal biologic and small molecule medicines and vaccines, as well as nutritional products and many of the world’s best-known consumer products.
With 100,000 employees worldwide, communications at Pfizer Inc is practically an industry of its own. In 2008 a communications scan discovered more than 400 information-based intranet sites along with 10,000 team-specific intranet sites. To control costs and deliver more consistent messaging, online communications began consolidating these sites into a single platform, known as the PfizerWorld “super site,” running on Microsoft® SharePoint® technology. The communications strategy underlying the PfizerWorld super site platform has three pillars — Connect, Listen and Educate.
As the communications team moved to roll out editorial content for the new PfizerWorld site, they still felt that they were missing a key piece of the strategic “puzzle.” They needed something that would draw people to the site and more fully engage them in its content.
“We were looking for something that would help us engage our colleagues, build more interest in the site, and work successfully with the site’s overall design,” says Robert Libbey, Senior Director of Worldwide Colleague Communications and Corporate Social Media.
TemboSocial’s Poll was chosen because it offered integration via a SharePoint® web part, could easily be configured to match the “look and feel” of the PfizerWorld site, and was robust enough to handle traffic that exceeds many news media outlets. The polling feature, which the team named the PfizerWorld Fast Poll, was given the signature spot in the upper right corner of PfizerWorld’s home page.
Pfizer uses the PfizerWorld Fast Poll to generate interest in specific topics, industry issues and initiatives within the company. The poll questions range from “test your knowledge” type quizzes to polls that are more in the style of a survey.
“It’s been a highly effective tool for promoting internal programs,” says Nicholas Patrick, Senior Manager, Corporate Communications. “We also use it as a tool for creating a deeper connection between colleagues and the company’s purpose by utilizing such topics as health and wellness, disease states and companion animal care, to name a few. The poll is a popular part of our site. Since we began publishing it weekly in 2009, we’ve seen consistently high levels of engagement.”
At Pfizer, high levels of engagement are only part of the story. TemboSocial’s Poll plays an instrumental role in supporting the site’s Three Pillars: Connect, Listen and Educate.
“The poll plays a big part in how we listen to our colleagues,” says Libbey. “It’s proven to be a good indicator of people’s interest levels, precisely because it is such a popular piece.”
Pfizer’s communications team takes the results of each week’s Poll and studies them to learn what topics their colleagues are interested in. They take this feedback and use it to tailor their editorial calendar in upcoming months.
“We had 60 million site hits and more than 5 million article views in the past year,” Libbey continues. “The most savvy communicators inside our organization will ask us right off the bat if we can do a poll for them. They recognize the value the Poll contributes to the mix.”
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“We also use it as a tool for creating a deeper connection between colleagues and the company’s purpose by utilizing such topics as health and wellness, disease states and companion animal care, to name a few. The poll is a popular part of our site. Since we began publishing it weekly in 2009, we’ve seen consistently high levels of engagement.”
Nicholas Patrick, Senior Manager, Corporate Communications