From KPI’s to VOC
Why VOC is important in
the B2B marketplace
Kip Nickel: VP Sales, Rexam Beverage Can Europe
Andrew Denis...
The Customer Relationship Consultancy
The Customer Relationship Consultancy
The Evolutionary Process
We know how our
customers feel – if
they buy from us,
they’re happy!
We do
occasional
satisfactio...
The Customer Relationship Consultancy
 Proprietary Customer Feedback Survey - The Referral
Rating
 Specialist in B2B Mar...
The Referral Rating
Many Questions
Infrequent
Few People
Multiple Contacts
Frequent
Only 2
Questions
Conventional Surveys ...
From KPI’s to VOC
Why VOC is important in
the B2B marketplace
Kip Nickel: VP Sales, Rexam Beverage Can Europe
Rexam: an
introduction
1
Who we are…
Leading
global can
maker
InnovatorFTSE100
Healthcare
packaging
specialist
2
2012 sales of
£4.3 billion
World-c...
0 2 4 6 8 10 12
Bemis
Saint Gobain
Toyo Seikan
O-I
Ball
Rexam
Crown
Rank
Amcor
Tetra Pak
A leading global consumer packagi...
Rexam: a global footprint
4
67 plants in 24 countries, employing close to 11,000 people
5
Beverage Cans
Healthcare
Regiona...
Our global customers include…
Our top ten customers account for more than 70% of sales 6
Our products
7
Our vision is...
...to be the best global consumer packaging company
8
The (distant) voice of
the B2B customer
1
Why the voice of the customer is often not heard
Multiple Customer Sites
Multiple Rexam Sites
Multiple Daily
• Transaction...
Why the voice of the customer is often not heard
Purchasing
Supply Chain
Distribution
Operations
Quality Control
Marketing...
Who is our Customer?
 Purchasing (who buy our product)?
 Operations (who use our product)?
 Quality Control (who audit ...
Why Voice of the Customer matters to Rexam
 KPIs (quality, service metrics): essential tools to
measure quality of our tr...
Why Voice of the Customer matters to Rexam
 VOC: keeps us focused on those issues that are
most important to our customers
VOC – different
methodologies
1
Different VOC methodologies: what works and what
doesn’t
 Internal Sales Force Feedback
– Limited value, filtered feedbac...
What is needed
 A systematic approach
 Unfiltered honest feedback
 Simple and easy for customers
 Speed
 Actionable
Hearing the voice
of our customer
1
Our Approach
 Two Question Survey
 Conducted by Email & Web-Link
 Run Twice a Year
 Broad Range of Contacts Surveyed
–...
Our Approach - Keep it Simple
Using VOC to drive
improvement at Rexam
1
Using VOC to drive improvement in customer management
Getting to the
right Audience
Respond &
Action Plans
Communicate
bac...
Using VOC to drive improvement in customer management
 KPI & tracking tool
 Regular temperature check
 Identify problem...
The results
 1,000+ customer responses
 All heard by senior management
 Reviewed, interpreted and actioned within a mon...
An Organisational Challenge: Print Quality
 Potential issue with print quality
 Management team aware of issue, but had
...
An Account Challenge: Scandinavian Beer Brand
Quality
Listen, Respond, Communicate
Survey Round 1: Rating
Survey Round 2: ...
An Account Challenge: Spanish Brewery Group
Communication
Listen, Respond, Communicate
Survey Round 1: Rating
Survey Round...
An Account Challenge: Russian Beverage Brand
Customer Alignment
Listen, Respond, Communicate
Survey Round 1: Rating
Survey...
Using VOC to drive improvement in customer management
 What we have learned
– Feedback & Comments more valuable than the ...
Using VOC to drive improvement in customer management
 Customer Feedback
– Enjoy the simplicity of TRR
– Recognise our co...
Objective: Placing the customer at the heart of our organisation
Key Conclusions
1
Keep it simple
 Make it easy for your customer
 Ask the right questions – avoid too much data, the
wrong data, difficult...
Why VOC initiatives often fail
 Senior management commitment
 Most importantly: if the results do not lead to action…or
...
But when it works…
 Challenging
 Invigorating
 A real driver of improvement
Know Where You Stand
Thank You
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Day1 track session_2_b_kip_nickel

  1. 1. From KPI’s to VOC Why VOC is important in the B2B marketplace Kip Nickel: VP Sales, Rexam Beverage Can Europe Andrew Denison: Customer Relationship Consultancy
  2. 2. The Customer Relationship Consultancy
  3. 3. The Customer Relationship Consultancy
  4. 4. The Evolutionary Process We know how our customers feel – if they buy from us, they’re happy! We do occasional satisfaction surveys We get systematic customer feedback and use it to drive improvement across the business
  5. 5. The Customer Relationship Consultancy  Proprietary Customer Feedback Survey - The Referral Rating  Specialist in B2B Marketplace  Highly Focused  Customers include: – Brand Owners – Manufacturers – Service Providers
  6. 6. The Referral Rating Many Questions Infrequent Few People Multiple Contacts Frequent Only 2 Questions Conventional Surveys The Referral Rating 60% + Response Rate
  7. 7. From KPI’s to VOC Why VOC is important in the B2B marketplace Kip Nickel: VP Sales, Rexam Beverage Can Europe
  8. 8. Rexam: an introduction 1
  9. 9. Who we are… Leading global can maker InnovatorFTSE100 Healthcare packaging specialist 2 2012 sales of £4.3 billion World-class manufacturer 11,000 employees
  10. 10. 0 2 4 6 8 10 12 Bemis Saint Gobain Toyo Seikan O-I Ball Rexam Crown Rank Amcor Tetra Pak A leading global consumer packaging company Sales (US$bn) 2
  11. 11. Rexam: a global footprint 4 67 plants in 24 countries, employing close to 11,000 people 5 Beverage Cans Healthcare Regional offices
  12. 12. Our global customers include… Our top ten customers account for more than 70% of sales 6
  13. 13. Our products 7
  14. 14. Our vision is... ...to be the best global consumer packaging company 8
  15. 15. The (distant) voice of the B2B customer 1
  16. 16. Why the voice of the customer is often not heard Multiple Customer Sites Multiple Rexam Sites Multiple Daily • Transactions • Conversations • Relationships Huge complexity How to stay on top of this? 27 147
  17. 17. Why the voice of the customer is often not heard Purchasing Supply Chain Distribution Operations Quality Control Marketing Sales Customer Service Shipping Technical Quality Control Product Development x 147
  18. 18. Who is our Customer?  Purchasing (who buy our product)?  Operations (who use our product)?  Quality Control (who audit our product)?  Supply Chain (who order our product)?  Senior Management (strategic decision makers)?  Sustainability (increasingly influential)?  .. Or all of the above?
  19. 19. Why Voice of the Customer matters to Rexam  KPIs (quality, service metrics): essential tools to measure quality of our transactional relationship  But – Do not tell us if our customer enjoys doing business with us – Do not tell us if we are not meeting his expectations – Do not tell us where/how we need to improve – Do not provide insight
  20. 20. Why Voice of the Customer matters to Rexam  VOC: keeps us focused on those issues that are most important to our customers
  21. 21. VOC – different methodologies 1
  22. 22. Different VOC methodologies: what works and what doesn’t  Internal Sales Force Feedback – Limited value, filtered feedback  Formal Supplier Reviews – Driven by customer’s agenda  Targeted 1:1 Interviews – Good for targeted, in-depth feedback – Narrow base, time consuming, can only be done infrequently  Broad-based customer feedback programmes – Regular, direct, informal from a wide range of contacts – Stand alone or combined with 1:1 interviews
  23. 23. What is needed  A systematic approach  Unfiltered honest feedback  Simple and easy for customers  Speed  Actionable
  24. 24. Hearing the voice of our customer 1
  25. 25. Our Approach  Two Question Survey  Conducted by Email & Web-Link  Run Twice a Year  Broad Range of Contacts Surveyed – Job Functions – Markets – Seniority Levels
  26. 26. Our Approach - Keep it Simple
  27. 27. Using VOC to drive improvement at Rexam 1
  28. 28. Using VOC to drive improvement in customer management Getting to the right Audience Respond & Action Plans Communicate back to the Customer Understand the Data
  29. 29. Using VOC to drive improvement in customer management  KPI & tracking tool  Regular temperature check  Identify problem areas early  Better understand customer expectations  Drive action  A means of getting VOC into the heart of the company
  30. 30. The results  1,000+ customer responses  All heard by senior management  Reviewed, interpreted and actioned within a month  Six months later…. Quantifiable improvement in customer satisfaction
  31. 31. An Organisational Challenge: Print Quality  Potential issue with print quality  Management team aware of issue, but had underestimated impact on customer  Customer feedback informed the investment decision to address the issue Listen, Respond, Communicate
  32. 32. An Account Challenge: Scandinavian Beer Brand Quality Listen, Respond, Communicate Survey Round 1: Rating Survey Round 2: Rating 6 8 “Rexam have improved over the last year and are very open to suggestions. We get fast and professional feedback and assistance when needed. We have a very good relationship with Rexam, and are still improving.” “We do not experience any improvement regarding product quality. Still too many failures.”
  33. 33. An Account Challenge: Spanish Brewery Group Communication Listen, Respond, Communicate Survey Round 1: Rating Survey Round 2: Rating 7 9 “Good follow up, good service, smooth communication.” “Problems with communication between the different departments...this generates confusion and distrust.”
  34. 34. An Account Challenge: Russian Beverage Brand Customer Alignment Listen, Respond, Communicate Survey Round 1: Rating Survey Round 2: Rating 7 10 “Good company, good people” “There are too few areas where our interests coincide with those of your enterprise.”
  35. 35. Using VOC to drive improvement in customer management  What we have learned – Feedback & Comments more valuable than the ‘Score’ – Wide range of contacts results in less ‘political’ feedback, and balance between strategic and transactional feedback – Survey creates momentum for improvement  Actions we have taken – Incorporated TRR into Balanced Scorecard – Focus on customer-identified priority areas – Feeding back to Customers – a big win
  36. 36. Using VOC to drive improvement in customer management  Customer Feedback – Enjoy the simplicity of TRR – Recognise our commitment to listen and respond – Appreciate our process of feeding back the results and agreeing/sharing our action plans “The best survey we’ve ever been asked to do by a business partner. A very easy and user-friendly means of giving feedback”Senior VP Coca-Cola, Atlanta USA
  37. 37. Objective: Placing the customer at the heart of our organisation
  38. 38. Key Conclusions 1
  39. 39. Keep it simple  Make it easy for your customer  Ask the right questions – avoid too much data, the wrong data, difficult to interpret data  Cut and present the data/feedback to facilitate understanding and drive action
  40. 40. Why VOC initiatives often fail  Senior management commitment  Most importantly: if the results do not lead to action…or your customer perceives that you are not listening  You will be shown the ..
  41. 41. But when it works…  Challenging  Invigorating  A real driver of improvement
  42. 42. Know Where You Stand Thank You
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