How the promoter perspective can improve your business results

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About customer centric marketing in practice and how to create a superior client experience in B2B. A B2B Philips-story.

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How the promoter perspective can improve your business results

  1. 1. Arne van de Wijdeven, Director CustomerExperience<br />Global Marketing and Communications<br />March 2011<br />HOW THE PROMOTER PERSPECTIVE CAN IMPROVE YOUR BUSINESS RESULTS<br />
  2. 2. Philips International Overview<br />We are… <br />Founded in 1891<br />Headquartered in Amsterdam, The Netherlands<br />One of the largest global diversified industrial company with sales in 2010 of EUR 25.4 billion<br />A multinational workforce of 119,000 employees (January 2011)<br />Globally present with manufacturing sites in 28 countries and sales outlets in 150 countries<br />An R&D force with expenditures of EUR 1,631 million (2009)<br />
  3. 3. The challenge<br />
  4. 4. Don’t you love satisfied customers!<br />
  5. 5. Your customer<br />Your competition<br />You<br />Your problem<br />
  6. 6. Outstanding customer and consumer loyalty is critical to achieving growth.<br />Source: Annual report 2010<br />
  7. 7. Based on your experience with Philips, how likely are you to recommend Philips to a friend or colleague?<br />
  8. 8. Expected vs. Desired Experience<br />
  9. 9. Customer touch points<br />
  10. 10. Absolute scores and relative<br />
  11. 11. Beyond the score<br />NPS, The Metric <br />NPS, The program <br />
  12. 12. Closed Loop Process and Toolkits<br /> Understand feedback<br /> Interview <br />customers<br />Feedback to<br />customer<br />Execute and<br />track<br />Decide <br />actions<br /> Understand feedback<br /> Interview <br />customers<br />Feedback to<br />customer<br />
  13. 13. From one of our businesses<br />
  14. 14. How would you respond?<br />10<br />9<br />9<br />3<br />
  15. 15. 93% of B2B buyers trust peer reviews and <br />70%trust online reviews<br />Source: attensity source media group<br />
  16. 16. only 15% of B2B buyers trust traditional advertising<br />Source: attensity source media group<br />
  17. 17. Knowing our promoters: what’s to gain <br />Opportunities are limited and customers are more likely to solidify existing investments<br />Critical to use positive promoter noise as a viral tool across customer base <br />Add to marketing arsenal<br />Important to drive Sales enablement – assist with delivering brand promise<br />
  18. 18. Notable trends in the B2B Market around reference needs<br />Video is now the 2nd most influential type of reference collateral for today’s buyers (behind live references)<br />There was a 75% worldwide increase in the use of video by prospective buyers from 2008 to 2009<br />80% of reference materials live on prospect/ buyers' desktops (including digital, video, audio)<br />Source: http://www.roinnovation.com/roenablement/benefits<br />18<br />
  19. 19. We are doing something different at Philips<br />
  20. 20. Potential impact of leveraging promoters<br />Impact sales cycles<br />Shortened cycles<br />Increase likelihood to close deals by including reference accounts by three to five percent, merely by listing promoter accounts in tenders<br />Dramatically impact close rates when promoters speak on your behalf<br />Drive brand preference <br />Cascade best practices through passives and detractors<br />
  21. 21. Rolling out via our heroes: the NPS Change Agents<br />Europe, Middle East<br />Americas<br />Asia Pacific<br />
  22. 22. 22<br />A respiration therapist says…<br />“A patient who struggled for 8 years, called me after the first night with EasyLife and said he slept like a baby for the first time in years. <br />He is so relived. Thanks for making my job easier and helping people get the rest some of us take for granted”<br />
  23. 23. Arne van de Wijdeven<br />+31 40 2792928<br />Arne.van.de.wijdeven@philips.com<br />www.philips.com<br />Thank you<br />

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