5 Pillars Every Intelligence Program Needs

The 5 Pillars Every Intelligence Program Needs


Primary Research CX/CI Experts

www.market-awareness.com

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What We’ll Be Covering

1.  Establishing key performance indicators (KPI’s)

2.  Creating KPI’s that are Strategic

3.  Obtaining unbiased information

4.  Turning Information into Intelligence

5.  Information that is Measurable

Establishing measurable key indices

Expectation gap scores defined

6.  Intelligence that is Actionable

Plus/Minus scores calculated

7.  Establishing a Repeatable intelligence program

8.  Real world examples


Various Intelligence Programs

•  Competitors

•  Products

•  Sales

•  Customers

•  Employees

•  Marketing

•  Company

•  Mergers & Acquisitions


Establishing Key Performance Indices (KPI’s)

Three KPI’s for this webinar:

1.  Do you think you would benefit from this type of product?

2.  What are your thoughts regarding the price of the product?

3.  Do you like the user interface and was it easy to use?


Pillar #1: Intelligence is Strategic

Three KPI’s for this webinar:





Pillar #2: Intelligence is Unbiased

•  “We actually incent our salesreps with bonuses depending on the score they get” •  “Our salespeople select the existing customers and lost prospects we get information from

– they enter it into the CRM system” •  “The product focus group consists of our most devoted customers” •  “The Sale Director oversees our customer experience program and has MBOs based on

those results” •  “The Marketing people decide who should provide a Net Promoter Score” •  “The delivery manager tells sales who on their project should participate” •  “Our salespeople are the ones that actually call the lost prospect to get their input – it isn’t

very successful at all”


Pillar #3: Intelligence is Measurable

•  A majority of the information you obtain should be measurable

•  Quickly and easily determine what needs to be focused on

•  Should not be based on: “I think” or “I feel”

•  Capture comments from open-ended questions


Establishing Measurable KPI’s

Three KPI’s From Earlier:




KPI Measuring Scale: 0 = poor, 10 = excellent

Create a follow-up question that is open-ended for each KPI

Rewording KPI’s to Be Measurable:

1.  “What score would you give the product regarding its perceived value to you?”

2.  “What score would you give the product regarding its price?”

3.  “What score would you give the product regarding the user interface being easy to use?”



Example With First KPI:

•  “What score would you give the product regarding its perceived value to you?”

Answered: 3

•  “What is something you think could be done to most improve the products perceived value

to you?”

“It isn’t viewed as very valuable to me because I think the user interface isn’t well

written and I think it is really complicated with the number of steps I’d have to do.”

How Valuable Measurement: 0 = not valuable to them, 10 = very valuable to them

•  “How valuable to you is a products perceived value?”

Answered: 9



Summary:

1.  Measurable score for what they give your KPI

2.  Follow-up open-ended question to have them reveal why a high or low score

3.  Measurable score for how much they value your KPI

What It Would Look Like:

•  0 to 10: What score would you give the product regarding its perceived value to you?

•  What is something you think could be done to most improve the products perceived value

to you?

•  0 to 10: How valuable to you is a products perceived value?



What It Would Look Like For All 3 KPI’s:

•  0 to 10: What score would you give the product regarding its perceived value to you? •  What is something you think could be done to most improve the products perceived value to you? •  0 to 10: How valuable to you is a products perceived value?

•  0 to 10: What score would you give the product regarding its price? •  Is there anything you would recommend they do about the price of their product? •  0 to 10: How valuable to you is a products price?

•  0 to 10: What score would you give the product regarding the user interface being easy to use? •  Is there anything you would recommend they do about the price of their product? •  0 to 10: How valuable to you is a products user interface being easy to use?



KPI’s and Their Scores:

•  Perceived Value: Sample Score = 3, Value Score = 9

•  Price: Sample Score = 8, Value Score = 9

•  Ease of Use: Sample Score = 2, Value Score = 10

Positive Gap Score = exceeded their expectations

Negative Gap Score = did not meet their expectations



Perceived Value: 3 – 9 = - 6 (expectation gap score)

Price: 8 – 9 = - 1 (expectation gap score)

Ease of Use: 2 – 10 = - 8 (expectation gap score)


Pillar #4: Intelligence is Actionable

•  Each pillar builds upon each other

•  Very difficult to have actionable intelligence if it isn’t measurable

•  Measurable intelligence is easily understood


Pillar #4: Intelligence is Actionable

Plus/Minus Grid:


Pillar #5: Intelligence Program is Repeatable

•  Intelligence programs should not be one-off solutions

•  Continually turn more and more information into intelligence

•  Most intelligence programs fail because they start over each time from scratch


The 5 Pillars


Real-World Examples

Example #1

Example #2

Example #3


Conclusion



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