TBR Customer Satisfaction Webinar
 

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Understanding what your customers want is a critical piece of any good strategy, but your customers don't always provide you the feedback you need to guide your strategic decisions. Since 1996, TBR ...

Understanding what your customers want is a critical piece of any good strategy, but your customers don't always provide you the feedback you need to guide your strategic decisions. Since 1996, TBR has surveyed your customers to understand purchase decision making, vendor perception and brand loyalty. We provide insight into what your customers are thinking that can separate leaders from laggards, good investments from bad, and successes from failures. On July 18, TBR Senior Analyst Greg Richardson will discuss the most recent results of our Corporate IT Buying Behavior & Customer Satisfaction Study (CSAT) and give insights into questions including:
• What are the critical criteria North American enterprise customers consider when purchasing PCs and servers, and which attributes are less important?
• How will spending trends shift over the next 12 months, and what are customers planning to buy?
• Where are the top vendors in enterprise PC and server landscapes succeeding? Where are they lagging?
• What is the impact of Apple PCs on the enterprise? What is working, what is not working, and how loyal are enterprise IT buyers to Apple PCs?
• What percent of customers are likely to switch to another vendor?
• How does customer satisfaction affect a customer's likelihood to recommend their vendor to a peer?

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TBR Customer Satisfaction Webinar Presentation Transcript

  • 1. TBR Webinar What Do Your Customers Want?Market Insights From TBR’s Computing Customer Satisfaction Survey07.18.12 TBR T E C H N O L O G Y B U S I N E S S R ES E AR C H , I N C .
  • 2. TBR TBR Webinar What Do Your Customers Want? The Cast Greg Richardson, engagement manager and head of TBR Customer Satisfaction Program Phone: 603-758-1820 Email: greg.richardson@tbri.com Twitter: @gjrichardson Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.2 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 3. TBR TBR Webinar What Do Your Customers Want? The changing Cs are shaped by emerging customer expectations in the enterprise server and PC marketsCurrent enterprise IT customer expectations PCs: End users (employees) are more tech-savvy, and are demanding product functionality and service levels at work similar to those they are used to working with at home. Servers: Cloud is legitimized in the enterprise, leading to pressure from the C-level to IT managers to stand up integrated systems that have the ability to handle new workloads.Resulting waves in the changing Cs: Consumerization Competition Capabilities Convergence Cloud Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.3 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 4. TBR TBR Webinar What Do Your Customers Want? Today we will evaluate the ways the changing Cs are affecting customer experience — from purchase through end-of-life Enterprise IT spending trends Customer expectations and satisfaction Customer loyalty and advocacy Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.4 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 5. TBR TBR Webinar What Do Your Customers Want? Enterprise IT spending trends Customer expectations and satisfaction Customer loyalty and advocacy Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.5 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 6. TBR TBR Webinar What Do Your Customers Want? North American enterprise IT spending is on the rise Percentage of customers whose budgets are expected to increase by 5% or more in the next 12 months 38% of enterprise desktop customers 35% of enterprise notebook customers 35% of enterprise x86 server customers Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.6 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 7. TBR TBR Webinar What Do Your Customers Want? Customers will continue buying traditional infrastructure, but new impact points will center on the changing Cs Impact of technologies and trends on spending in the next 12 months: Increasing impact • Tablets: Consumerization and Competition • Virtual desktop: Cloud • Management capabilities: Convergence • Performance gains: Capabilities Decreasing impact • Low-end notebooks • Traditional desktops Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.7 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 8. TBR TBR Webinar What Do Your Customers Want? Enterprise IT spending trends Customer expectations and satisfaction Customer loyalty and advocacy Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.8 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 9. TBR TBR Webinar What Do Your Customers Want? Customer expectations are similar across vendors, leaving room for differentiation against a consistent set of criteria Must Haves Nice to Haves • Performance • Post-Purchase Customer Care • Reliability • Online Supportx86 Server • Virtualization, Efficiency, Scalability • Remote Managed Services • Purchase Price • One-time Services and Setup • Performance • One-time Services and Setup • Reliability • On-site SupportNotebook/ • Product Design • Sales ResponsivenessDesktop • Purchase Price • Post-purchase Customer Care • TCO • Remote Managed Services Defense Offense Qualifying attributes in a deal Opportunities to differentiate Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012. 9 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 10. TBR TBR Webinar What Do Your Customers Want? Performance and reliability drive satisfaction, while perceived value drives loyalty 1Q12 x86 server customer satisfaction top-ranked attributes Dell #1 IBM #2 HP #3 • TCO • On-site Response Time • Reliability • Purchase Price • On-site Technical Expertise • Management Capabilities • Ongoing Services • Online Support • Performance • Delivery Time • Remote Managed Services • Product Design/Features • Phone Support Responsiveness • One-time Services • Replacement Parts • Phone Support Expertise • Post-Purchase Care • Delivery Time • Likelihood to Recommend • Sales Responsiveness • Purchase Price • Likelihood to Buy Again • Delivery Time • Virtualization Value Provider Sales and Services Strength Product Focused Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.10 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 11. TBR TBR Webinar What Do Your Customers Want? In a tight race for customer satisfaction, vendors leverage strengths in product quality and ongoing services to stand out 1Q12 notebook customer satisfaction top-ranked attributes HP #1 Lenovo #2 Dell #3 • On-site Response Time • Reliability • Sales Responsiveness • On-site Technical Expertise • Management Capabilities • Post-Purchase Care • Online Support • Performance • One-time Services • Remote Managed Services • Product Design/Features • Likelihood to Recommend • One-time Services • Replacement Parts • Replacement Parts • Post-Purchase Care • TCO • Phone Support Responsiveness • Ongoing Services • Delivery Time • Phone Support Expertise • Purchase Price • Delivery Time • Online Support • TCO • Remote Managed Services • Virtualization • Management Capabilities • Likelihood to Buy AgainDifferentiating with Services Product Benchmark Advocacy through Relationships Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.11 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 12. TBR TBR Webinar What Do Your Customers Want? In a tight race for customer satisfaction, vendors leverage strengths in product quality and ongoing services to stand out 1Q12 desktop customer satisfaction top-ranked attributes HP #1 Dell #2 Lenovo #3 • On-site Technical Expertise • Purchase Price • Reliability • Online Support • Post-Purchase Care • Product Design/Features • Ongoing Services • Management Capabilities • TCO • Remote Managed Services • Performance • Replacement Parts • One-time Services • Replacement Parts • Sales Responsiveness • Product Design/Features • Online Support • On-site Response Time • Delivery Time • Phone Support Expertise • Phone Support Expertise • Virtualization • Likelihood to Buy Again • Phone Support Responsiveness • Management Capabilities • Likelihood to Recommend Services Differentiation Strong Sales Relationships Parts + Reliability = TCO Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.12 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 13. TBR TBR Webinar What Do Your Customers Want? Apple adds new competition into the enterprise PC space by catering to unique needs of IT departments and end usersComparison of Apple desktops and notebooks for business use Apple Challenges for Enterprise Use Apple Strengths for Enterprise Use • Perceived high system purchase price • IT consumerization – demand from employees • Lack of hardware/software compatibility • Simplified interface for ease of use • Perceived consumer orientation • Products are turnkey (none or minimal configuration) • Large online support library (Apple-owned and user-owned) Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.13 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 14. TBR TBR Webinar What Do Your Customers Want? Enterprise IT spending trends Customer expectations and satisfaction Customer loyalty and advocacy Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.14 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 15. TBR TBR Webinar What Do Your Customers Want? Although most customers are loyal to their primary brand, opportunities for displacement are out there 19% of enterprise PC customers aren’t likely to buy from their primary vendor again. 16% of enterprise x86 server customers aren’t likely to buy from their primary vendor again. Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.15 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 16. TBR TBR Webinar What Do Your Customers Want? With loyalty similar across top vendors, nuances lie in value and relationships 1Q12 highest percentage of customers that are likely to buy again x86 Server Notebook Desktop 88% of customers 81% of customers 82% of customers Components of customer loyalty Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.16 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 17. TBR TBR Webinar What Do Your Customers Want? Changing business needs and growing expectations are making customers reconsider buying from their primary vendor again Reasons for not buying from primary vendor again Failed to No longer reduce have a management business need costs for PCs Did not Did not Did not reduce power Buying tablets improve improve and energy instead performance performance costs x86 PC Server Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.17 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 18. TBR TBR Webinar What Do Your Customers Want? Treat your customers well — they can be your biggest PR team On average 85% of enterprise x86 server customers and 82% of enterprise PC customers would recommend their primary vendor to a professional peer. Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.18 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 19. TBR TBR Webinar What Do Your Customers Want? Customers put their name behind a vendor they know and trust, leading the relationship to be a driver of recommendations 1Q12 highest percentage of customers that would recommend to a professional peer x86 Server Notebook Desktop 88% of customers 83% of customers 84% of customers • Purchase Price • Sales Responsiveness • Product DesignTop • TCO • Post-purchase Customer Care • One-time Services and SetupRanked • Phone Support • One-time Services and Setup • Online SupportAttributes • Ongoing Services • Phone Support • Ongoing Services • On-site Technical Expertise Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012. 19 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 20. TBR TBR Webinar What Do Your Customers Want? The changing Cs are shaped by emerging customer expectations in the enterprise server and PC marketsCurrent enterprise IT customer expectations PCs: End users (employees) are more tech-savvy, and are demanding product functionality and service levels at work similar to those they are used to working with at home Servers: Cloud is legitimized in the enterprise, leading to pressure from the C-level to IT managers to stand up integrated systems that have the ability to handle new workloadsResulting waves in the changing Cs: Consumerization Competition Capabilities Convergence Cloud Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.20 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 21. TBR TBR Webinar What Do Your Customers Want? Questions? Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.21 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 22. TBR TBR Webinar What Do Your Customers Want? The Cast Greg Richardson, engagement manager and head of TBR Customer Satisfaction Program Phone: 603-758-1820 Email: greg.richardson@tbri.com Twitter: @gjrichardson Data based on TBR survey of 1,280 North American enterprise IT purchase decision makers, fielded between January and April of 2012.22 07.18.12 | www.tbri.com | ©2012 Technology Business Research Inc.
  • 23. About Us Contact UsTechnology Business Research is a leading independent technology market 1.603.929.1166research and consulting firm specializing in the business and financial info@tbri.comanalyses of hardware, software, networking equipment, wireless, portal andprofessional services vendors. www.tbri.com 11 Merrill DriveServing a global clientele, TBR provides timely and accurate market research Hampton, NH 03842and business intelligence in formats that are tailored to clients’ needs. Our USAanalysts are available to further address client-specific issues or informationneeds on an inquiry or proprietary consulting basis.TBR has been empowering corporate decision makers since 1996.To learn how our analysts can address your unique business needs, pleasevisit our website or contact us today. TBR T E C H N O L O G Y B U S I N E S S R ES E AR C H , I N C .This report is based on information made available to the public by the vendor and other public sources. No representation is made that this information is accurate or complete. TechnologyBusiness Research will not be held liable or responsible for any decisions that are made based on this information. The information contained in this report and all other TBR products is notand should not be construed to be investment advice. TBR does not make any recommendations or provide any advice regarding the value, purchase, sale or retention of securities. This reportis copyright-protected and supplied for the sole use of the recipient. Contact Technology Business Research, Inc. for permission to reproduce.