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KMG Symposium 2013, Customer Excellence by Mike Moats from Siemens

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Customer Voice, Not Customer Noise
Interpreting Customer Voice into successful Marketing Programs
BIG Data is a commonly used term these days. It’s not only how you collect date, it’s what you do with it. Attendees will learn why gathering customer feedback is important, how to get customer feedback, and what to do
with that feedback once you have it.
Mr. Moats will demonstrate how Siemens Building Technologies implemented a successful (VOC) Voice of the customer program, what they did with the data and how they turned data into actionable Marketing programs (or sales?)

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KMG Symposium 2013, Customer Excellence by Mike Moats from Siemens

  1. 1. Restricted © Siemens Industry, Inc. 2013 All rights reserved. Answers for industry.Customer Voice, Not Customer NoiseInterpreting Customer Voice into successful Marketing ProgramsMike Moats, Head of MarketingSiemens Building TechnologiesKellstadt Marketing Group Symposium
  2. 2. Restricted © Siemens Industry, Inc. 2013 All rights reserved.Mike MoatsBiographyMike Moats heads up the marketing organization at Siemens Building Technologies.Mike has worked to translate research insights into actionable strategies andinspired breakthrough programs to position Siemens as a leader in theBuilding Technology space. In his role, he has oversight for the strategic direction ofSiemens Building Technologies, deriving customer insights from hard to reach business-to-businesssectors. Mikes organization Includes business line marketing , vertical marketing, business intelligence,and customer voice initiatives. Mikes team, works directly with in-house research, creative and clientservice teams to instill the voice of the customer in all marketing programs.Moats started with Siemens in 1999 as Manager of Proposals and Contracts with the facilitymanagement group. His other duties within Building Technologies have included Pricing Manager forControls and Product Business, where he focused on market intelligence, value pricing and ourinternational market strategy.Mike is a graduate of Iowa State University with a degree in Political Science and earned his MBA fromGeorge Mason University in 1999.
  3. 3. Restricted © Siemens Industry, Inc. 2013 All rights reserved.Agenda• Siemens Overview• Global Company / Local Offices• Customer Voice Overview• Using Data to help tell your story• Deciphering Customer Voicevs. Noise• Putting Feedbackinto action• Results
  4. 4. Restricted © Siemens Industry, Inc. 2013 All rights reserved.Overview of SiemensInfrastructure& CitiesDivisions• BuildingTechnologies• Smart Grid• Low andMedium Voltage• Mobility andLogistics• Rail SystemsIndustryDivisions• Drive Technologies• IndustrialAutomation• Industry SolutionsHealthcareDivisions• Imaging and IT• Workflowand Solutions• DiagnosticsEnergyDivisions• Fossil PowerGeneration• Renewable Energy• Oil & Gas• Energy Service• PowerTransmission• Power
  5. 5. Restricted © Siemens Industry, Inc. 2013 All rights reserved.SiemensInfrastructure & Cities SectorBuilding Technologies• Building Automation• Fire Safety and Security• Control Products and SystemsSmart Grid• Energy Automation• Rail Electrification• ServicesLow and Medium Voltage• Low Voltage• Medium VoltageMobility and Logistics• Infrastructure Logistics• Rail Automation• Complete Transportation ande-vehicle InfrastructureRail Systems• Locomotives and Rolling Stock Services• Turnkey Business• High Speed and Commuter Rail• Metro, Coaches and Light Rail
  6. 6. Restricted © Siemens Industry, Inc. 2013 All rights reserved.Global Company / Local OfficesMore than one hundred offices in U.S.BostonSyracuseChicagoDes MoinesKansas CityMinneapolisSt. LouisBirminghamDallasHoustonNew OrleansBaltimoreLouisvilleNashvilleBeltsville(Washington)RichmondVirginiaBeachLosAngelesSan Diego PhoenixSanFranciscoDenverPortlandSeattleAtlantaCharlotteJacksonvilleMiamiOrlandoRaleighTampaFlorham ParkPhiladelphiaCincinnatiDetroitIndianapolisPittsburgFresnoSacramentoLas VegasAlbuquerqueAnchorageFairbanksJuneauEugeneMoscowSpokaneMt. VernonFifeBoiseColoradoSpringsWyomingSalt LakeCityOmahaBloomingtonMilwaukeeJacksonLafayettePensacolaAustinSan AntonioOklahoma CityTulsaGainesvilleSavannahTallahasseeMemphisRoanokeHarrisburgS. JerseyGrand RapidsClevelandColumbusBuffaloRochesterAlbanyHartfordMaineRhode IslandSomervilleBranch Location
  7. 7. Restricted © Siemens Industry, Inc. 2013 All rights reserved.Siemens Customer Voice ProgramGiving Customers a VOICE"Statistics suggest that when customers complain, business owners and managers ought toget excited about it. The complaining customer represents a huge opportunity formore business." — Zig ZiglarMission• Focus on the customer by including them as a priority ineverything we do• Listen to the voice of the customer and learn fromtheir feedback• Create value by taking action on their feedback• Understand our role and improveMethod• Survey Process• Assess customer relationship strength• Obtain feedback triggered by transactional events• Feedback Management• Closed loop process to address customer complaints• Identify improvement opportunities to improve ourcustomers experience• Improve our product, solutions and service offerings
  8. 8. Restricted © Siemens Industry, Inc. 2013 All rights reserved.Giving Our Customers a VoiceUtilizing NPS"A satisfied customer is the best business strategy of all." — Michael LeBoeuf• Strategies for increasing NPS®and leveraging loyalty to drivesustainable growth• Maturing beyond improving thecustomer experience• Segmenting customers for a moretargeted approach tocustomer managementDetractors Passives Promoters
  9. 9. Restricted © Siemens Industry, Inc. 2013 All rights reserved.Customer Voice or Customer NoiseInterpreting our customers feedback"Our DNA is as a consumer company - for that individual customer whos voting thumbs up orthumbs down. Thats who we think about. And we think that our job is to take responsibility forthe complete user experience. And if its not up to par, its our fault, plain and simply."— Steve Jobs"Theyre knowledge of the NFPA codes has helped me and the facility stayin complete compliance through the years and with the Fire Services forHealthcare Accreditation program that is in place now is a tremendous assetto the organization. Thank you for such outstanding service.""They have excellent BACnet compliance and their control productsare reliable.""As mentioned earlier I feel that Siemens could do a better job with/forus as it relates to the environment. Educating us as to how we could bebetter at energy conservation and taking the lead in that regard.""Siemens is a globalist company in league with the globalist elites who areout to destroy our liberties and create a one world government. I have nostomach for people and/or companies who are out to destroy God, Mom andapple pie."
  10. 10. Restricted © Siemens Industry, Inc. 2013 All rights reserved.Using Data to help tell your story: Data StorytellingAdding Business Intelligence for a complete view"You can have data without information, but you cannot have information without data."— Daniel Keys MoranCapture AnalyzeContextPackage
  11. 11. Restricted © Siemens Industry, Inc. 2013 All rights reserved.Putting Feedback Into ActionSiemens Sustainability ProgramKey Strategies• Gain visibility and awareness among employees• Educate our employees on what we are doing• Engage employees to take action andparticipate local / regional efforts• Communicate our Energy, Green Buildingand Sustainability portfolios to the industry• Brand recognition in the market• Ensure continued visibility of our internal sustainability effortsKey Actions• Established an annual Sustainability Award• Mandatory sustainability training module• Leverage all Siemens communications vehicles for maximumimpact• Created NEW solutions for the MarketEmployee NewsletterCompany Intranet
  12. 12. Restricted © Siemens Industry, Inc. 2013 All rights reserved.Putting Feedback Into ActionKey AccomplishmentsPRODUCTS: Over 980 Environmental Product Declarations Annual environmental audits including ISO 14001 Elimination of product paper labels Ranked a Supersector Leader in the Dow JonesSustainability Index (DJSI) for Industrial Goodsand Services
  13. 13. Restricted © Siemens Industry, Inc. 2013 All rights reserved.Putting Feedback Into ActionKey AccomplishmentsOPERATIONS EPA Green Power Partner: 6% ofbuilding electricity consumptionthrough REC purchases Building Certification: Energy Star (5),LEED (2), Green Globes (1) Increased fleet fuel efficiency by 15%(2.4 MPG) since 2007 Energy Metering at 25 locations,representing 55% of square footageand 65% of electricity consumption Eco Fund grant program providesfinancial support to local sustainabilityinitiatives- Over 70 grants awardedtowards branch energyconservation projects-10,00020,00030,00040,00050,00060,0002007 2008 2009 2010 2011FleetBuildingsAir Travel17% reductionoverall since2007!Carbon Footprint
  14. 14. Restricted © Siemens Industry, Inc. 2013 All rights reserved.Putting Feedback Into ActionKey AccomplishmentsSolutions: 328 LEED credentialed professionals, a 150% increase since2009 Acquisition of PACE Global for energy consulting and strategy New Solutions: Solar PPA, Existing BuildingCommissioning, LEED Consulting, CNG Energy & Sustainability business accounted for 38% of total salesin FY2012 $174M Green SolutionsGreen Building PortalEnvironmentalImpact Calculator
  15. 15. Restricted © Siemens Industry, Inc. 2013 All rights reserved.Putting Feedback Into ActionKey AccomplishmentsTransparencySustainability MicrositeEmployee Sustainability Training ModuleSustainability Reporting: 2 AnnualSustainability Reports, 1 CarbonFootprint ReportMonthly sustainability championwebinarsNamed to the Global 500 CarbonDisclosure Leadership Index (CDLI) forthe 5th consecutive year
  16. 16. Restricted © Siemens Industry, Inc. 2013 All rights reserved.Results: Dell Childrens Medical CenterWorlds First LEED Platinum Healthcare Facility"Statistics suggest that when customers complain, business owners and managers ought toget excited about it. The complaining customer represents a huge opportunity formore business." — Zig ZiglarFirst healthcare facility inthe world to achieve aLEED Platinum CertificationBuilding Automation Solutionefficiently integrates facilitysystems and devicesEfficiency measuressave enough energy topower about 1,800homes annually

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