❓ A WA parliamentary question seeks details about Synergy's online customer community, Synergy Connect, including participation, costs, and purpose. The answer provides details on participant selection, voucher incentives, budget, and the community's role in informing internal business decisions.
AnsweredQoN 4238Legislative Assembly
QuestionView source ↗
I refer to Synergy's Synergy Connect invitation-only online community, and ask: (a) how many Synergy customers have been invited to participate in the Synergy Connect invitation-only online community; (b) how were potential participants chosen to participate in the Synergy Connect invitation-only online community; (c) how do participants in the Synergy Connect invitation-only online community qualify for gift vouchers; (d) how much is Synergy spending on gift vouchers for participants in the Synergy Connect invitation-only online community; (e) what is the budget for the Synergy Connect invitation-only online community, the duration of the campaign, the key performance indicators for the campaign and how they will be measured; (f) which external companies have been engaged to deliver the Synergy Connect invitation-only online community and what is the contract value with each external company; (g) did the Minister approve the Synergy Connect invitation-only online community campaign, and if so, on what date: (i) did the Minister's approval, if provided, include approval of the total budget of the campaign and the inclusion of gift vouchers for participants; and (h) has the Synergy Connect invitation-only online community been developed to inform public policy deliberations of the Government, and if so, how: (i) if no to (h), what is the purpose of the campaign?
AnswerView source ↗
Answered
20 November 2018
Responded by
Minister for Energy
Response time
10 days
(a) 70,000
(b) Potential participants are chosen at random from Synergy’s customer database, with the sample being representative of the current customer base according to gender, age, location, and paperless billing status.
(c) Synergy Connect Community members are provided with either 50 or 100 points per research exercise dependent on the size of the activity. One point is the equivalent of one cent and members are able to redeem points for gift vouchers.
(d) In 17-18 Synergy spent $10,669 on gift voucher incentives for 18,937 survey completes. This is an average of $0.56 per person per survey completed.
(e) The budget for the Synergy Connect community in 18-19 is $171,655. Synergy Connect is not a campaign, it is an online insight community made up of a targeted group of stakeholders, usually customers, who are recruited into a private online environment to participate in Synergy’s brand research-related activities on an ongoing basis. Synergy regularly reviews activities to ensure the best return on investment.
(f) Synergy partners with an independent market research agency, Lucid. The total contract value (including aforementioned recruitment campaign costs and incentive costs) for Synergy connect in FY19 is $171,655. Lucid engages Toluna to provide the platform as part of the total contract value.
(g) No, ministerial approval was not required.
(i) Not applicable
(h) No
(i) The Synergy Connect community has been developed to inform internal business decisions and support a customer-centric culture within Synergy. The purpose of the campaign is to grow the online insight community to ensure Synergy has a robust and representative sample of Synergy customers to conduct market research activities in order to deliver meaningful and accurate customer data and insights to the business
(b) Potential participants are chosen at random from Synergy’s customer database, with the sample being representative of the current customer base according to gender, age, location, and paperless billing status.
(c) Synergy Connect Community members are provided with either 50 or 100 points per research exercise dependent on the size of the activity. One point is the equivalent of one cent and members are able to redeem points for gift vouchers.
(d) In 17-18 Synergy spent $10,669 on gift voucher incentives for 18,937 survey completes. This is an average of $0.56 per person per survey completed.
(e) The budget for the Synergy Connect community in 18-19 is $171,655. Synergy Connect is not a campaign, it is an online insight community made up of a targeted group of stakeholders, usually customers, who are recruited into a private online environment to participate in Synergy’s brand research-related activities on an ongoing basis. Synergy regularly reviews activities to ensure the best return on investment.
(f) Synergy partners with an independent market research agency, Lucid. The total contract value (including aforementioned recruitment campaign costs and incentive costs) for Synergy connect in FY19 is $171,655. Lucid engages Toluna to provide the platform as part of the total contract value.
(g) No, ministerial approval was not required.
(i) Not applicable
(h) No
(i) The Synergy Connect community has been developed to inform internal business decisions and support a customer-centric culture within Synergy. The purpose of the campaign is to grow the online insight community to ensure Synergy has a robust and representative sample of Synergy customers to conduct market research activities in order to deliver meaningful and accurate customer data and insights to the business
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