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Weber case study

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Case study of how our client Weber used Net Promoter Score NPS to really learn about their customers needs and apply that knowledge in new marketing campaigns to drive sales.

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Weber case study

  1. 1. HOW THIS BRAND DOUBLED THEIR SALES BY LISTENING TO THEIR CUSTOMERS FUTURELAB Net Promoter Score, Net Promoter and NPS are registered trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld A STORY OF A PREMIUM GRILL BRAND THAT DOUBLED THEIR SALES IN JUST 3 YEARS BY LEARNING FROM VERBATIM NPS® CUSTOMER STATEMENTS AND IMPLEMENTING A CLOSED LOOP PROCESS OUR FAVOURITE CASE:
  2. 2. HOW CAN WE LISTEN TO THE VOICE OF THE CUSTOMER? How This Brand Doubled Their Sales By Listening To Their Customers © FUTURELAB The road to doubling sales started with a simple question: What is a practical way for an organisation like ours to better listen to the voice of our customers? Weber decided on implementing an NPS©programme with a focus on: 1. Understanding our best customers and how we can serve them better 2. Empowering the people across the organisation to take ownership and action of customer issues
  3. 3. LESSON #1 ADAPT YOUR MARKETING TO YOUR BEST CUSTOMERS’ PERCEPTION (even if it sounds illogical) How This Brand Doubled Their Sales By Listening To Their Customers © FUTURELABHow This Brand Doubled Their Sales By Listening To Their Customers © FUTURELAB
  4. 4. By digging deeper, Weber discovered an unexpected customer perception. Their best customers believed that meat tastes better when prepared using the Weber grill. “The meat tastes so much better” Would I recommend you? Ha, I already sold 3 grills for you. Why? Because the meat tastes so much better! How This Brand Doubled Their Sales By Listening To Their Customers © FUTURELABHow This Brand Doubled Their Sales By Listening To Their Customers © FUTURELAB
  5. 5. MARKET FOR YOUR BEST CUSTOMERS Weber developed new marketing initiatives based on this insight. A key component were Grill Academies for both consumers and retailers, to deliver more of that tasty meat experience that clearly was driving customer recommendation. Result? In one of its markets, Weber has doubled their sales in only 3 years time. How This Brand Doubled Their Sales By Listening To Their Customers © FUTURELABHow This Brand Doubled Their Sales By Listening To Their Customers © FUTURELAB
  6. 6. LESSON #2 LOOK AT WHY CUSTOMERS SAY WHAT THEY SAY (it saved us lots of money) How This Brand Doubled Their Sales By Listening To Their Customers © FUTURELAB
  7. 7. Many remarks about pricing... The accessories are too expensive. (7) The prices are very high. (10) Price is high but the performance is good. I like the design. (9) Unfortunately, the prices are quite high. Could you offer a cheaper series? My friends look away when they see prices that high. I am super satisfied with the performance! (10) Well, the prices are “juicy” (10) Lower the prices ;) (9) Weber’s handling of defects is unsatisfactory and is out of proportion with their pricing(1) Hmmm, maybe make it a bit cheaper? (9) How This Brand Doubled Their Sales By Listening To Their Customers © FUTURELABHow This Brand Doubled Their Sales By Listening To Their Customers © FUTURELAB
  8. 8. HMMM… SO WE SHOULD LOWER THE PRICE? We decided to dig a bit deeper. When comparing verbatim statements across different categories (promoters, detractors and passives), we found out that price was just a default complaint — made by satisfied customers who didn’t really have much else to say. This allowed Weber to keep their profit margins high and remain positioned as premium product. How This Brand Doubled Their Sales By Listening To Their Customers © FUTURELAB
  9. 9. LESSON #3 GENERATE QUICK WINS WITH A CLOSED LOOP PROCESS How This Brand Doubled Their Sales By Listening To Their Customers © FUTURELABHow This Brand Doubled Their Sales By Listening To Their Customers © FUTURELAB
  10. 10. RO I Customer Action Root Cause Prioritise Action Capture Alert DRIVING ACTION USING THE CLOSED LOOP The closed loop feedback process involves identifying root causes throughout the customer lifecycle and seeking out feedback at those touchpoints. In addition to collecting feedback, then, closing the loop with customers also requires listening to and acting on that feedback. How This Brand Doubled Their Sales By Listening To Their Customers © FUTURELABHow This Brand Doubled Their Sales By Listening To Their Customers © FUTURELAB
  11. 11. THE ULTIMATE QUICK WIN 80% of all customer unhappiness is in the end caused by communication shortcomings. By using an effective closed loop process we were able to solve these issues immediately and easily, and turn it into a major source of quick wins, such as: • Winning back (almost) lost customers • Recovering lost sales • Getting recommendations • Referrals from promoters How This Brand Doubled Their Sales By Listening To Their Customers © FUTURELABHow This Brand Doubled Their Sales By Listening To Their Customers © FUTURELAB
  12. 12. FUTURELAB 1. Direct Voice of the Customer versus blind averages 1. Ability to solve the issue immediately on the spot , without dropping it or escalating unnecessarily 1. Gives responsibility to people, not to management – promoting proactivity 1. Allows to pick up dropped leads and even upsell 1. Possibility to stop detraction even if the issue is impossible to solve, because customer gets closure. 1. Stimulates promoters to actively go out and recommend you OTHER BENEFITS OF THE CLOSED LOOP PROCESS How This Brand Doubled Their Sales By Listening To Their Customers © FUTURELABHow This Brand Doubled Their Sales By Listening To Their Customers © FUTURELAB
  13. 13. SUMMARY – WHY NPS? Starting point for Voice of Customer ▪ Proof of concept ▪ Quick identification of issues ▪ Science vs implementation Simple questions ▪ High response rates ▪ Low cost ▪ Straightforward Analysis Simple results ▪ Everyone can understand ▪ Short attention span executives ▪ Easy to make actionable If you want to learn more about how you can also draw profit and grow from customer feedback and word-of-mouth, download the free Smart NPS® Blueprint. Smart NPS® is a do-it-for-you Net Promoter service for mid-size companies who require the results of the full-scale NPS program, but don’t have the time or resources to manage this internally. How This Brand Doubled Their Sales By Listening To Their Customers © FUTURELABHow This Brand Doubled Their Sales By Listening To Their Customers © FUTURELAB

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