James R. Stengel

Andrea L. Dixon

Chris T. Allen

O princípio mais básico na indústria de produtos de consumo é “ouvir o cliente”. Sem um conhecimento profundo das tendências e gostos em constante mudança, você está destinado a perder para concorrentes mais antenados.

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Reprint: R0311H 

Procter &#038; Gamble has long been regarded as a major power of the marketing world and a prime training ground for marketers. But in the summer of 2000, with half of P&#038;G&#8217;s top 15 brands losing market share and employee morale in ruins, company executives realized that the marketing organization was in trouble. Training programs had been dramatically downsized and in some cases eliminated, employees were being fast-tracked up the career ladder without sufficient time to develop and hone their skills, mentoring had all but disappeared, and the marketing career path had lost its prestige. 
In an attempt to rebuild P&#038;G&#8217;s marketing strength, James Stengel, the heir apparent to the chief marketing officer position, began working with University of Cincinnati professors Chris Allen and Andrea Dixon on a new training program to fix the weaknesses in the marketing organization. But when the two professors began interviewing P&#038;G senior executives, they discovered that the plans in motion for mapping out the marketing group&#8217;s recovery were based not on data but on the intuition of a few individuals at corporate headquarters.
So began the most comprehensive internal research endeavor in P&#038;G marketing&#8217;s history. Using the company&#8217;s existing process for consumer research, Allen and Dixon shadowed employees, conducted one-on-one interviews, held focus-group sessions, and surveyed 3,500 members of the marketing staff to learn what the company was doing right&#8212;and wrong&#8212;and what mattered most to its people. The results led to the most sweeping redesign of P&#038;G&#8217;s marketing organization in 60 years. 
In this article, the authors explore the value of listening to employees&#8212;and truly hearing them. One of their conclusions: A structured research process can show you what&#8217;s really on employees&#8217; minds.

Listening Begins at Home

Reimpressão: R0311H Há muito tempo, a Procter &amp; Gamble é considerada uma grande potência do mundo do marketing e um excelente campo de treinamento para profissionais de marketing. Mas no verão de 2000, com metade das 15 principais marcas da P&amp;G perdendo participação de mercado e o moral dos funcionários em ruínas, os executivos da empresa perceberam que a organização de marketing estava com problemas. Os programas de treinamento foram drasticamente reduzidos e, em alguns casos, eliminados, os funcionários estavam avançando rapidamente na carreira sem tempo suficiente para desenvolver e aprimorar suas habilidades, a orientação praticamente desapareceu e a carreira de marketing havia perdido seu prestígio. Em uma tentativa de reconstruir a força de marketing da P&amp;G, James Stengel, herdeiro aparente do cargo de diretor de marketing, começou a trabalhar com os professores da Universidade de Cincinnati Chris Allen e Andrea Dixon em um novo programa de treinamento para corrigir os pontos fracos da organização de marketing. Mas quando os dois professores começaram a entrevistar executivos seniores da P&amp;G, descobriram que os planos em andamento para mapear a recuperação do grupo de marketing não se baseavam em dados, mas na intuição de algumas pessoas na sede da empresa. Assim começou a pesquisa interna mais abrangente da história do marketing da P&amp;G. Usando o processo existente da empresa para pesquisa de consumidores, Allen e Dixon acompanharam funcionários, conduziram entrevistas individuais, realizaram sessões de grupos focais e entrevistaram 3.500 membros da equipe de marketing para saber o que a empresa estava fazendo certo e errado e o que era mais importante para seu pessoal. Os resultados levaram à reformulação mais abrangente da organização de marketing da P&amp;G em 60 anos. Neste artigo, os autores exploram o valor de ouvir os funcionários — e realmente ouvi-los. Uma de suas conclusões: um processo de pesquisa estruturado pode mostrar o que realmente está na mente dos funcionários.

A escuta come&ccedil;a em casa

Reprint: R0311H Procter & Gamble has long been regarded as a major power of the marketing world and a prime training ground for marketers. But in the summer of 2000, with half of P&G’s top 15 brands losing market share and employee morale in ruins, company executives realized that the marketing organization was in trouble. Training programs had been dramatically downsized and in some cases eliminated, employees were being fast-tracked up the career ladder without sufficient time to develop and hone their skills, mentoring had all but disappeared, and the marketing career path had lost its prestige. In an attempt to rebuild P&G’s marketing strength, James Stengel, the heir apparent to the chief marketing officer position, began working with University of Cincinnati professors Chris Allen and Andrea Dixon on a new training program to fix the weaknesses in the marketing organization. But when the two professors began interviewing P&G senior executives, they discovered that the plans in motion for mapping out the marketing group’s recovery were based not on data but on the intuition of a few individuals at corporate headquarters. So began the most comprehensive internal research endeavor in P&G marketing’s history. Using the company’s existing process for consumer research, Allen and Dixon shadowed employees, conducted one-on-one interviews, held focus-group sessions, and surveyed 3,500 members of the marketing staff to learn what the company was doing right—and wrong—and what mattered most to its people. The results led to the most sweeping redesign of P&G’s marketing organization in 60 years. In this article, the authors explore the value of listening to employees—and truly hearing them. One of their conclusions: A structured research process can show you what’s really on employees’ minds.

A escuta começa em casa

Resumo.

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