TNS South Africa’s objective for 2014 and beyond is to further focus on three key areas, says Mark Molenaar, Director: Supply and Growth. These are: superior data and fieldwork, expertise that adds value to clients,
TNS South Africa’s objective for 2014 and beyond is to further focus on three key areas, says Mark Molenaar, Director: Supply and Growth. These are: superior data and fieldwork, expertise that adds value to clients, and a better understanding of client businesses to provide them with the most useful insights and return on investment.
Molenaar’s role in all of this is to focus on expertise within TNS, improving the skills of its teams and working on their capabilities with respect to growth tools and business practice areas. (areas of expertise such as brand and communication, customer satisfaction, new product development and qualitative research). He adds that the company’s new way of thinking means not only having these tools and areas of practice in place, but also leveraging expert understanding of how to analyze and interpret them to get the best results. results for customers.
This means making sure TNS has the right people and resources to be able to deliver this consistently. This means having a more strategic focus when talking to clients so that the search firm is less reactive and more proactive – understanding the client’s business and priorities and making actionable recommendations to help them grow.
According to Molenaar, the key to achieving this is focus. He explains that to become an expert, you have to focus on a particular area, which TNS pursues both globally and locally. As a result, the company will have people who focus on becoming experts in a specific practice area, such as brand and communications or automotive, to develop their expertise and understanding in that area. Thus, they will be better equipped to deal with any customer challenges that arise while working in this area.
Although this may not seem different from practicing TNS so far, the main difference will be to focus more on becoming an expert, rather than just having extensive knowledge of a range of tools. and areas of practice. Going forward, the focus will be on encouraging customer service executives to become certified in a particular area of practice, with fairly stringent requirements for the level of knowledge and experience. While our structure will continue to focus very heavily on teams that build deep, long-term relationships with our clients, we will now embed a deeper level of expertise into each team.
Molenaar concludes, “With this approach, we can ensure that whatever study we undertake, we have someone who truly understands this area of practice and the growth tools we use, and can provide the insights what the customer is looking for.”
TNS advises its clients on specific growth strategies around new market entry, innovation, rebranding and stakeholder management, based on long-established expertise and market leading solutions. With a presence in over 80 countries, TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviors and attitudes across all cultural, economic and political regions of the world.
TNS is part of Kantar, one of the world’s largest analysis, information and consulting groups.
Please visit www.tnsglobal.com for more information.
Kantar is the data investment management division of WPP and one of the world’s largest news, information and advisory groups. By connecting the diverse talents of its 13 specialist companies, the group aims to become the leading provider of compelling and inspiring information for the global business community. Its 28,500 employees work in 100 countries and across the full range of research and advisory disciplines, enabling the group to offer its clients business insights at every stage of the consumer cycle. The group’s services are employed by more than half of Fortune Top 500 companies.
For more information, visit www.kantar.com.