Customer Centricity Engine

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The purpose of this deck is to present a simple model to ensure that customer feedback data flows with systematic steps within an organizaton and insights lead to actions. The model works well with Net Promoter Score (NPS)*, but can also be utilized with other data.

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Customer Centricity Engine

  1. 1. Customer Centricity EngineJohanna VesterinenXperienceFocus Oy20 February 2013
  2. 2. Purpose of the presentation• The purpose of this deck is to present a simple model which helps ensuring that • customer feedback data flows with systematic steps within an organizaton • insights lead to taking actions • improvements are followed through.• The model works well with Net Promoter Score (NPS)*, but can also be utilized with other data. *) Net Promoter®, Net Promoter Score®, and NPS® are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.
  3. 3. Customer Centricity engine- a systematic framework for ensuring effective utilization of customer feedback Listening to customers Initiating actions Data gathering Follow-up Data processing Reporting insights to right and analysis target groups Organization mindset Management commitment 3
  4. 4. Listening to customers; Data gathering • From whom • Sampling • Users – decision makers – influencers • When • At what point during the customer journey is feedback gathered • What data • Net Promoter Score (NPS)* – or other metric • Additional questions • Demographic data • How • Online – email+online – mobile – surveys • Using internal resources vs external providers 4 *) Net Promoter®, Net Promoter Score®, and NPS® are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.
  5. 5. Data processing and analysis • IT systems • Data storage, processing and reporting • Need for translations • Manual vs automated • Text analysis • Manual vs automated • Topics • Sentiment • Making data available • Online reporting tools • Customized reports for internal stakeholders • Communications 5
  6. 6. Reporting insights to right target groups • Target groups for insights and reporting • Leadership teams • Functional teams • Responsibilities • Centralized vs decentralized analysis and reporting • Standardized, regular reporting • Target groups - content – frequency • Ad-hoc reporting • Triggered by issues that need immediate attention • Utilization • Customer feedback as standard agenda item • Scorecards 6
  7. 7. Reporting insights to right target groups • Process for action initiation • Roles and responsibilities • Process steps • Reviews and follow-up • Ensuring progress and closing actions • Understanding the impact • Communication of improvements • Both internal and external communication • Recognizing and rewarding results 7

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