Building a Customer-Obsessed Enterprise (Webinar Slides)

Building a Customer-Obsessed Enterprise

Speakers:

Building A Customer-Obsessed Company

Roxana Strohmenger, Analyst September 18, 2013

Disruption is here…are you ready?

Technology-empowered consumers are forcing companies to become “customer-obsessed”.

We have now entered the Age of the Customer

Source: June 6, 2011 “Competitive Strategy In The Age Of The Customer”, a Forrester report.

Customer obsession only happens when companies have a hyper-focused attention

5

Customer Knowledge Customer Relationships

The Intelligent Enterprise

Success in this new world will only occur with a shift to an Intelligent Enterprise

Data and information provider

Siloed

Internal service

Consultation

Synthesized (joined-up thinking)

Partnership

Now Future

Building an Intelligent Enterprise requires a change in focus

Research departments need to evolve

Source: October 5, 2012 “Evolve From Research To Insights”, a Forrester report.


Siloed

Internal service

Consultation


Partnership

Now Future


© 2013 Forrester Research, Inc. Reproduction Prohibited 10

Insights must come from the continuous integration of various data sources.

Quantitative Qualitative Behavioral Transactional

Leverage technology tools like EFM to make sense of the research data chaos.


Siloed

Internal service

Consultation


Partnership

Now Future


A merger between market insights, customer experience, & customer intelligence is key

Voice of the

Customer Hub

Market Insights

Customer Intelligence

Customer Experience

Align goals and resources to create competitive advantage

•  Build a shared culture. •  Align processes. •  Integrate the relevant data. •  Rationalize technology

decisions. •  Liaise directly with

business functions. •  Adopt shared metrics.

ProcessMetrics

Businessliason

Technology

Data

Culture

Aligned goalsand resources

Source: April 29, 2011, “Preparing For The Intelligent Enterprise: A Blueprint For Market Insights Professionals” Forrester report

The net result of building an Intelligent Enterprise will be…

•  A more adaptive insights function •  Improved process efficiency •  Greater impact on revenue •  Actionable customer satisfaction

and loyalty metrics •  Aligned persona and customer

segmentations

People, Process and Technology Alignment

!!

!!!!!! !!!!

!!!!

!!!!

!!

!!!!!! !!!!

!!!!

!!!!

Over 1 Billion Enterprise Surveys Sent in 2012

!  Ad Testing !  Mobile Surveys !  Conjoint Analysis !  Employee Surveys !  Educational Surveys !  Market Segmentation !  Customer Satisfaction !  Product Development Testing !  Customer Loyalty: Net Promoter Score

What are People Researching?

is the insight you don’t have

The Most Important Insight

We are entering the 3rd Inning

Siloed Data Collection

Insights-driven Decision Making

Building a Customer-obsessed Enterprise

!  Single view of customer insights

!  Unified data repository

!  Unified insights platform

!  Relevant, actionable data

!  Secure !  Scalable

©2013 Qualtrics – Company Confidential

Customer Obsession in Action

13

!  $7.4 Billion (2012); 5,500 employees globally !  Challenges

!  Homegrown solution managed by a third party; siloed solutions across departments !  20 hours to create a survey; only one person could access results

!  Building an Intelligent Enterprise !  Standardized on enterprise platform across entire organization - customer delivery, customer

operations support, global product and solutions, human resources, communications, project management, global diversity office

!  Example: US Product Delivery, a customer-facing organization that drives implementation of MasterCard products, supports 50-75 product launches a year with 150+ surveys

!  Results !  All departments can gather real-time insights for actionable decisions !  Faster survey creation and reporting !  Secure data across the enterprise !  Increased response rates

Real-World Example: Ricoh Americas Corporation

Tom Probola Sr. Manager, Customer Excellence

A little bit about Tom:

!  7 years with Ricoh

!  100% focused on Customer Excellence

!  Established Customer Excellence and Voice of the Customer programs

Building an Intelligent Enterprise

Customer!Excellence!

Hub!

Customer!Insights!

Customer!Loyalty!

Customer!Experience!

Established Listening Posts

Complaint!Management!

Customer!Council!&!Community!

Customer!Surveys!

Employee!Surveys!

Call!Center!

Focus on Customer Excellence

Auto>trigger!customer!surveys!

Immediately!alert!relevant!employees!

of!concerns!Resolve!concerns!

ASAP!

Results of Becoming Customer-Obsessed

•  Increased overall customer satisfaction scores by 20%

•  Increased issue resolution satisfaction rate to 95%

•  Reduced process defects by 40% for major account

•  Established a Customer Loyalty Index for Ricoh leadership

•  Improved customer experience based on feedback from call center employees

•  Reduced employee frustration by empowering employees to have a voice

Lessons Learned

1.  Need appropriate leadership that is customer first

2.  Need employees that understand the importance of customer experience and feel valued

3.  Need to understand different customer segments to adapt to changing needs and values

Questions

Connect with us: [email protected] or @qualtrics Qualtrics Insight Summit: www.qualtrics.com/events