Webinar on Customer Insight      What do customers really want?                         March 15th 2012 © 2012 - All right...
Jan van VeenPartner           2
Logistics              Connect via              phone when            sound quality is                 poor               ...
Agenda         16:00   Welcome & Introduction         16:05   Need for customer insight         16:15   Challenges        ...
About NoventumWe are specialised in Strategic                          We focus on economic value     Service Management  ...
Noventum offers her expertise throughdifferent lines of business        © 2012 - All rights reserved Noventum             ...
Some of our clients         © 2012 - All rights reserved Noventum              Service Management Ltd.            7
Agenda         16:00          Welcome & Introduction         16:05          Need for customer insight         16:15       ...
Today’s Business Challenges                         • Declining Product                           Revenues and Margins    ...
How is value created with technical services?           DifferentiationBrand-     strategiesdriven                        ...
Relational brand values are the strongest                 differentiators                        Thought leader           ...
Standardised personalisation  Low cost – high value service delivery models                                               ...
The most successful service strategies are          Brand and People Driven                                               ...
Customer insights required forStrategic management                                       Operational management• Manage br...
Agenda         16:00   Welcome & Introduction         16:05   Need for customer insight         16:15   Challenges        ...
Common practices                                 16               © 2011 - All rights reserved Noventum               Serv...
Bain/Enquiry 80% of companies think they deliver superior experience… 8% of their customers agree…            © 2012 - All...
I am satisfied, therefore I buy…or… ?         © 2012 - All rights reserved Noventum              Service Management Ltd.  ...
Reasons• Respons of customer is circumstancial• Setup of research causes bias• Interviewer causes bias• Intangibles are ha...
Feedback on performance too dominant   Too little focus on insight• Customer metrics used by firms today are predominantly...
Objectives and approach often not clear         © 2012 - All rights reserved Noventum              Service Management Ltd....
Agenda         16:00   Welcome & Introduction         16:05   Need for customer insight         16:15   Challenges        ...
Generic overview of the research processThe success of customer research largely depends on good definitionof objectives a...
Example: Identify Value perceptionPurchase   Delivery             Use                    Maintenance   Complete   Dismantl...
Example: Identify Value perception        © 2012 - All rights reserved Noventum             Service Management Ltd.       ...
Typical challenges• Does customer know?• Limited expectations from your brand?• Limited expectations of employees• Bias fr...
Observations / VideoCall intake by        Customer describes                      Site visit by   Customer and  phone or  ...
In-depth interviews                                  Do you need this                                                     ...
Customer advisory boards or panels        © 2012 - All rights reserved Noventum             Service Management Ltd.       ...
Frame opportunities and validate with a       survey                                    9. Reduction logistic costs       ...
Example: Design customer experience        © 2012 - All rights reserved Noventum             Service Management Ltd.      ...
Alternative customer navigation pathsCustomer may deal with various supppliers during their journey. Theperformance of one...
Brand values and customer expectationsA good understanding of what is important for the customer andwhat is important for ...
Example: Monitor customer experience        © 2012 - All rights reserved Noventum             Service Management Ltd.     ...
Event driven experience surveys        © 2012 - All rights reserved Noventum             Service Management Ltd.          ...
Example outcome of experience surveys                                                   Customer Experience Feedback      ...
Agenda         16:00          Welcome & Introduction         16:05          Need for customer insight         16:15       ...
• Public Customer Experience Assessment• Webinars      ..      ..      ..• Roundtable on Customer Insight• Research sur...
Agenda         16:00          Welcome & Introduction         16:05          Need for customer insight         16:15       ...
Thank you       Jan van Veenjan.vanveen@noventum.eu      +31 645660164© 2012 - All rights reserved Noventum     Service Ma...
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Customer Insight - What Customers Really Want - Webinar (15 March, 2012)

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  • Strategy workshopsCustomer research and feedback solutionsManagement training, like service leadership, service development, service sales, Workforce training like trusted advisor
  • Altough services are not simple to deliver, the value perceived by the customer on simple product-related services is limited. Tangibles are hard to measure especially in the B2B environment. Intagibles are together the total experience.
  • Tell example of very advanced and mature company, long practice of measuring satisfaction, loyalty of customers and employees.Discovered high correlation. Predict decrease in revenu from dip in employee satifaction.But had no clue in how to increase revenu or why at some point customers were leaving.
  • Transactional satisfaction or and loyalty surveysPeriodical surveys loyalty surveysCustomer research surveysInterviews – often questionnaire basedConversations between client and employees (sales – service)
  • Companies think they do a got job, have high NPS-scores, but their customers don’t think the same.
  • Research from the VU turned out that there is no relation between NPS and repurchase. There is no correlation between satisfaction and repurchase.
  • Circumstancial:Mood, unstableSituation (buying, choices, alternatives, social pressure)Pain / pleasure, experiencing self versus remembering selfSet up research20/80DMUExternal referencesQuestions being askedInterviewer
  • Example of Having transactional customer feedback as platform to express unsatisfaction. Only 2% of clients were invited to conduct survey. And have long survey
  • Message: Before starting a customer research, define purpose! What is it that you are trying to achieve? You need to define, methods tools and process and you need to test and refine them, then capture the data and analyse the data, still an ongoing process.
  • Exampl
  • Summary:Insight in changing business challenges, leading to changing expectations and need for customer insightChallenges for gaining customer insights from feedback and researchPresented a few examples of advanced techniques to overcome the challenges and help getting ahead of the pack
  • Customer Insight - What Customers Really Want - Webinar (15 March, 2012)

    1. 1. Webinar on Customer Insight What do customers really want? March 15th 2012 © 2012 - All rights reserved Noventum Service Management Ltd. 1
    2. 2. Jan van VeenPartner 2
    3. 3. Logistics Connect via phone when sound quality is poor Drop a message or question to the moderator 3
    4. 4. Agenda 16:00 Welcome & Introduction 16:05 Need for customer insight 16:15 Challenges 16:30 Successful approaches 16:55 What’s next? 17:00 Closing 4
    5. 5. About NoventumWe are specialised in Strategic We focus on economic value Service Management via sustainable, profitable growth of service business We serve large and medium We have 70 consultants sized businesses, world-wide multinational and local © 2012 - All rights reserved Noventum Service Management Ltd. 5
    6. 6. Noventum offers her expertise throughdifferent lines of business © 2012 - All rights reserved Noventum Service Management Ltd. 6
    7. 7. Some of our clients © 2012 - All rights reserved Noventum Service Management Ltd. 7
    8. 8. Agenda 16:00 Welcome & Introduction 16:05 Need for customer insight 16:15 Challenges 16:30 Successful approaches 16:55 What’s next? 17:00 Closing © 2011 - All rights reserved Noventum Service Management Consultants Ltd. 8
    9. 9. Today’s Business Challenges • Declining Product Revenues and Margins •Rapid Commoditisation • Not Meeting Customer Expectations • The Experience is the Value 9
    10. 10. How is value created with technical services? DifferentiationBrand- strategiesdriven Strategic Business Partner Trusted AdvisorPeople- drivenFeature- driven Solution provider Price- driven Vendor Services Warranty Product support Availability Knowledge driven Transformation services services services services services © 2012 - All rights reserved Noventum Service Management Ltd. 10
    11. 11. Relational brand values are the strongest differentiators Thought leader Understands myRelationship business Values Demonstrates Flexibility Responsiveness Price Service Customer Reliability Time Values Sacrifices Competence Conflict Quality Product Customization Values Alternatives Source: La Piere 2000 11
    12. 12. Standardised personalisation Low cost – high value service delivery models High costLow cost Request Work Planning & On site Diagnosis Dispatching Handling preparation Scheduling service (Assisted) Remote Self Help Resolution Bench Equipment Repair Exchange © 2012 - All rights reserved Noventum Service Management Ltd. 12
    13. 13. The most successful service strategies are Brand and People Driven Brand Driven 40% •Compelling value proposition •Solving complex service challenges •Globally-consistent services •Unique knowledge •Promoting experience 30% •Superior Customer Experience People Driven ales Growth •Limited ability to differentiate on value proposition •Long-term personal relationships 20% •Understanding and addressing specific customer needs •Co-create solutions •Continually build and maintain strong relationshipsS 10% Feature Driven Price Driven •Slightly better perceived benefits •Commodity like proposition •SLA based, high performance •Cost leadership and economies of scale is key to survival •Constant pressure to add extras 0% -10% -0% 10% 20% 30% 40% 50% Gross Margin Driven by Price Feature People Brand © 2012 - All rights reserved Noventum Source: Noventum Service Management Ltd. 13
    14. 14. Customer insights required forStrategic management Operational management• Manage brand perception • Manage and improve delivery• Design service offerings • Improve & manage experience• Design customer experience • Improve customer centricity(Service) Sales Service Delivery• Recognise challenges of • Recognise context and type of (potential) customers for customer to deliver desired consultative selling experience• Recognise sales opportunities • Identify unhappy customers to fix © 2012 - All rights reserved Noventum Service Management Ltd. 14
    15. 15. Agenda 16:00 Welcome & Introduction 16:05 Need for customer insight 16:15 Challenges 16:30 Successful approaches 16:55 What’s next? 17:00 Closing 15
    16. 16. Common practices 16 © 2011 - All rights reserved Noventum Service Management Consultants Ltd.
    17. 17. Bain/Enquiry 80% of companies think they deliver superior experience… 8% of their customers agree… © 2012 - All rights reserved Noventum Service Management Ltd. 17
    18. 18. I am satisfied, therefore I buy…or… ? © 2012 - All rights reserved Noventum Service Management Ltd. 18
    19. 19. Reasons• Respons of customer is circumstancial• Setup of research causes bias• Interviewer causes bias• Intangibles are hard to reveal• Unclarity of purposes and requirements• Too much focuss on performance feedback, too little on insight © 2012 - All rights reserved Noventum Service Management Ltd. 19
    20. 20. Feedback on performance too dominant Too little focus on insight• Customer metrics used by firms today are predominantly:  Rear-view mirrors reporting the past  Dashboards reporting the present• Need to develop “adaptive foresight” to predict the future by  Exploring changes in the business environment  Anticipating customer behaviour © 2012 - All rights reserved Noventum Service Management Ltd. 21
    21. 21. Objectives and approach often not clear © 2012 - All rights reserved Noventum Service Management Ltd. 22
    22. 22. Agenda 16:00 Welcome & Introduction 16:05 Need for customer insight 16:15 Challenges 16:30 Successful approaches 16:55 What’s next? 17:00 Closing 23
    23. 23. Generic overview of the research processThe success of customer research largely depends on good definitionof objectives and requirements, selecting the appropriate toolswhereby the research conclusions should lead to action DefineDefine purpose Define method, tools Test & refine & objectives requirements and process Capture Research Close the loopinformation & Analyse conclusions to customers data © 2012 - All rights reserved Noventum Service Management Ltd. 24
    24. 24. Example: Identify Value perceptionPurchase Delivery Use Maintenance Complete Dismantle © 2012 - All rights reserved Noventum Service Management Ltd. 25
    25. 25. Example: Identify Value perception © 2012 - All rights reserved Noventum Service Management Ltd. 26
    26. 26. Typical challenges• Does customer know?• Limited expectations from your brand?• Limited expectations of employees• Bias from relationship between customer and company © 2012 - All rights reserved Noventum Service Management Ltd. 27
    27. 27. Observations / VideoCall intake by Customer describes Site visit by Customer and phone or expectations technician Employee Internet feedback © 2012 - All rights reserved Noventum Service Management Ltd. 28
    28. 28. In-depth interviews Do you need this service? X Do you need this higher response time? X What are your challenges?  What is your strategy?  How do we do compared to our X competitors? © 2012 - All rights reserved Noventum Service Management Ltd. 29 Let’s discuss your value chain 
    29. 29. Customer advisory boards or panels © 2012 - All rights reserved Noventum Service Management Ltd. 30
    30. 30. Frame opportunities and validate with a survey 9. Reduction logistic costs 8. Improving planning, dispatching and 0% route optimization100% 22% 7. Reduction costs for communication90% 0% 10%80% 6. Reduction repeat visits70% 14% 0% 0% 5. Improve call avoidance/ improved60% remote resolution50% 34% 4. Reducing inventory costs40%30% 3. Improvement of cashflow by reducing time to invoice20% 19% 2. Lower administrative costs by Back10% Office 0% 1 1. Reduction of low value activities in the field © 2012 - All rights reserved Noventum Service Management Ltd. 31
    31. 31. Example: Design customer experience © 2012 - All rights reserved Noventum Service Management Ltd. 32
    32. 32. Alternative customer navigation pathsCustomer may deal with various supppliers during their journey. Theperformance of one supplier may effect the perception of other suppliers © 2012 - All rights reserved Noventum Service Management Ltd. 33
    33. 33. Brand values and customer expectationsA good understanding of what is important for the customer andwhat is important for the brands’ positioning will define thepriorities for investment © 2012 - All rights reserved Noventum Service Management Ltd. 34
    34. 34. Example: Monitor customer experience © 2012 - All rights reserved Noventum Service Management Ltd. 35
    35. 35. Event driven experience surveys © 2012 - All rights reserved Noventum Service Management Ltd. 36
    36. 36. Example outcome of experience surveys Customer Experience Feedback Actual score Importance for customer Ease of doing business with Brand Values as perceived by the customer Understand my business Industry leader Environmental friendly solutions Keeping technology up-to-dateDemonstrate flexibility in solutions Reduce process cost Reliability of solutions offered Speed of repairs Average customer rating on a 5 point scale © 2012 - All rights reserved Noventum Service Management Ltd. 37
    37. 37. Agenda 16:00 Welcome & Introduction 16:05 Need for customer insight 16:15 Challenges 16:30 Successful approaches 16:55 What’s next? 17:00 Closing © 2011 - All rights reserved Noventum Service Management Consultants Ltd. 38
    38. 38. • Public Customer Experience Assessment• Webinars  ..  ..  ..• Roundtable on Customer Insight• Research survey on Low Cost – High Value Service Delivery Models © 2011 - All rights reserved Noventum Service Management Consultants Ltd. 39
    39. 39. Agenda 16:00 Welcome & Introduction 16:05 Need for customer insight 16:15 Challenges 16:30 Successful approaches 16:55 What’s next? 17:00 Closing © 2011 - All rights reserved Noventum Service Management Consultants Ltd. 40
    40. 40. Thank you Jan van Veenjan.vanveen@noventum.eu +31 645660164© 2012 - All rights reserved Noventum Service Management Ltd. 41

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