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Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
Customer Insight - What Customers Really Want - Webinar (15 March, 2012)
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Customer Insight - What Customers Really Want - Webinar (15 March, 2012)

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  • Thanks for joiningWebinar, part of our Service Innovation Programme, a ongoing research, whici includes multiple webinars, roundtables meetings and surveys
  • All participant are muted. Too many participants to open microphones and discuss questions.We are happy to answer your questions during the webinar. If you have any question, please enter that in the chat box at any time and we will cover those during the webinar.If you have any issues with sound quality, I recommend dialing in via the phone. Clicjk this radio button and you will see instructions and local phone numbers to dial in.The webinar will be recorded. Around the weekend you will all receive an email with a link to the recording.
  • Strategy workshopsCustomer research and feedback solutionsManagement training, like service leadership, service development, service sales, Workforce training like trusted advisor
  • Discuss agenda here.I would like to set the scene before moving on to techniques and challenges for capturing customer insight.Because requirements are changing and are becoming thougher. Common practices of today are not sufficient anymore.Why is that?
  • Challenge is commoditisation of products and product related servicesMargings and growth are under pressure in most industriesMany business are looking for new opportunities to regain the growths and marging figures they used to haveAnd need to significantly reduce cost, also for delivery of product related services
  • For successfuly managing the changes, need enhanced customer insights.The risk is to drive these developments in an approach which is too much inside out. With limited and internal view on customer expectations, needs, challenges, which is predominntaly based.Most succesfull business follow an outside-in approach, in which they capture al lot if views and insights from outside, from the market space.
  • Various common practices for feedback and researchVarious types of surveys, either paper, web or phoneO fcourse we all have regular contacts with customers, sales and serviceSome formilised meetings in which objectives, expectations are discussed and also how they have been metSome businesses regularly interview customers or even organise customer panels or user groupsSo we do tend to think we know our customers and how we are perfroming
  • HoweverBig discrepancy
  • Also research has proven their is little correlation between what cstomers say about satifcation or loyalty and their future behaviour, like repurchase or continiation of services
  • Circumstancial:Mood, unstableSituation (buying, choices, alternatives, social pressure)Pain / pleasure, experiencing self versus remembering selfSet up researchQuestions being asked, how leading they areWho am I asking to - DMU20/80External referencesInterviewer
  • Basically, customer isnight programmes currently look too much at the past, focus too much on performanceAnd to little develop insights to preduct the future customer behaviour
  • Quite often we see customer research or feedback programmes of which it is unclear what exacly the prupospe or objectives are. Not to speak about the requirements.As a result, they do not deliver the required insight and loose commitment from the organisation
  • Initially maintenanceNow providing end to end servicesAdvise in design cooling concepts, including finianicingNow price per m3 cooling capacity, including energyCovering full life cycle
  • Bio Merieux3-4% cost of equipment60% labourDeveloped of portifolio of 25 valua adding services
  • Obsere, see your entire business through the eyes of your customerInsights on your brand, service offerings and propositions, management practices, service factory and behaviour of employeesHow they impact the value perception of customers
  • Example of Yokogawa, Idustrial automation equipmentHad to believe sales people, talking with operational level, did not understand need s of customer as wholeInterviewed executives, asking right questions One of challenges was not lower cost, but more stable and predicible process for chemical plantsAnd even expected Recurring services to help managing client processes. Benchmarking with advisory of production processes
  • Example for company wanting to fully understand how customer needs in terms of experience. Aksed participant to maintain diary, camera.After time, put ifnromation together, Explaining what the do, based on pictures.So no structured questionsPanel members also react on each other, revealing more thoughts and ideas.Well facilitatedResult was a new App for ipad having right information at right time very easily
  • 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
  • Transcript

    • 1. Webinar on Customer Insight What do customers really want? March 15th 2012 © 2012 - All rights reserved Noventum Service Management Ltd. 1
    • 2. Logistics Connect via phone when sound quality is poor Drop a message or question to the moderator © 2012 - All rights reserved Noventum Service Management Ltd. 2
    • 3. Jan van VeenPartner © 2012 - All rights reserved Noventum Service Management Ltd. 3
    • 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 © 2012 - All rights4 reserved Noventum Service Management Ltd.
    • 5. About NoventumWe are specialised in Strategic We create value via Service Management 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. Noventum offers her expertise throughdifferent lines of business © 2012 - All rights reserved Noventum Service Management Ltd. 6
    • 7. Some of our clients © 2012 - All rights reserved Noventum Service Management Ltd. 7
    • 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 © 2012 - All rights reserved Noventum Service Management Ltd. 8
    • 9. Today’s Business Challenges •Rapid Commoditisation •Products / projects •Product related services • Pressure on growth • Pressure on margins © 2012 - All rights reserved Noventum Service Management Ltd. 9
    • 10. How is value created with services? DifferentiationBrand- strategiesdriven Strategic Business Partner Trusted AdvisorPeople- drivenFeature- driven Solution provider Price- driven Vendor Services Solutions Warranty Product support Availability Knowledge driven Transformation services services services service services © 2012 - All rights reserved Noventum Service Management Ltd. 10
    • 11. Low Cost Service Delivery ModelsCosts 100% (80%) On Site 60% Bench Repair Rough estimate of cost levels, 40% Exchange exclusive of parts 20% Supported Self Service 5% Self Service © 2012 - All rights reserved Noventum Service Management Ltd. 11
    • 12. Enhanced customer insights is required forStrategic management Operational management• Manage brand perception • Design service factory• (Re)design service offerings • Manage and improve delivery• (Re)design customer experience • Improve & manage experience • Improve customer centricity(Service) Sales Delivery customer experience• Recognise challenges of • Recognise context and type of (potential) customers for customer to deliver desired consultative selling experience• Recognise sales opportunities • Manage good recovery of unhappy customers © 2012 - All rights reserved Noventum Service Management Ltd. 12
    • 13. 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 13 © 2012 - All rights reserved Noventum Service Management Ltd.
    • 14. Common practices Customer panels User groups Dialogue with customers Tranasactional surveys Periodical surveys Market research surveys Customer interviews 14 © 2012 - All rights reserved Noventum Service Management Ltd.
    • 15. Common practices appear insufficient 80% of companies think they deliver superior experience… 8% of their customers agree… © 2012 - All rights reserved Noventum Service Management Ltd. 15
    • 16. Common practices hardly predict behaviour © 2012 - All rights reserved Noventum Service Management Ltd. 16
    • 17. Reasons• Response of customer is circumstancial• Structure of research causes bias• Interviewer causes bias• Intangibles are hard to reveal © 2012 - All rights reserved Noventum Service Management Ltd. 17
    • 18. Intangibles are hard to revealSurface Survey Say Explicit Do Observations Interpretable Use Associative Know Methods Tacit Deep Feel Dream Latent © 2012 - All rights reserved Noventum Service Management Ltd. 18
    • 19. Feedback on performance is too dominantLack of focus on insight• Common practices only look at the the past• 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. 19
    • 20. Objectives and approach often not clear © 2012 - All rights reserved Noventum Service Management Ltd. 20
    • 21. 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 21 © 2012 - All rights reserved Noventum Service Management Ltd.
    • 22. Understanding needs along product life cyclePurchase Delivery Use Maintenance Complete Dismantle © 2012 - All rights reserved Noventum Service Management Ltd. 22
    • 23. Understanding needs along value chain © 2012 - All rights reserved Noventum Service Management Ltd. 23
    • 24. Typical challenges• Do customers know what they want?• Will your brand limit customer expectations and therefore impact the information they provide?• Do your people think they know what is good for customers? © 2012 - All rights reserved Noventum Service Management Ltd. 24
    • 25. 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. 25
    • 26. In-depth interviews with Do you need thisthe right people 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. 26 Let’s discuss your value chain 
    • 27. Customer panels © 2012 - All rights reserved Noventum Service Management Ltd. 27
    • 28. Event driven experience surveys © 2012 - All rights reserved Noventum Service Management Ltd. 28
    • 29. Measure each touchpoint © 2012 - All rights reserved Noventum Service Management Ltd. 29
    • 30. 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. 30
    • 31. 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 © 2012 - All rights reserved Noventum Service Management Ltd. 31
    • 32. • Public Customer Experience Assessment• Up coming webinar: Service Design and Deployment• Live Roundtables on Customer Insight• Research survey on Low Cost – High Value Service Delivery Models © 2012 - All rights reserved Noventum Service Management Ltd. 32
    • 33. 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 © 2012 - All rights reserved Noventum Service Management Ltd. 33
    • 34. Thank you Jan van Veenjan.vanveen@noventum.eu +31 645660164© 2012 - All rights reserved Noventum Service Management Ltd. 34

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