Building a Customer-Obsessed Enterprise
Speakers:
Building A Customer-Obsessed Company
Roxana Strohmenger, Analyst
September 18, 2013
Disruption is here…are you ready?
Technology-empowered consumers are forcing
companies to become “customer-obsessed”.
We have now entered the Age of the Customer
Source: June 6, 2011 “Competitive Strategy In The Age Of The Customer”, a Forr...
Customer obsession only happens when
companies have a hyper-focused attention
5
Customer Knowledge Customer Relationships
The Intelligent Enterprise
Success in this new world will only occur
with a shift to an Intelligent Enterprise
Data and information
provider
Siloed
Internal service
Consultation
Synthesized
(joined-up thinking)
Partnership
Now Future...
Research departments need to evolve
Source: October 5, 2012 “Evolve From Research To Insights”, a Forrester report.
Data and information
provider
Siloed
Internal service
Consultation
Synthesized
(joined-up thinking)
Partnership
Now Future...
© 2013 Forrester Research, Inc. Reproduction Prohibited 10
Insights must come from the continuous
integration of various d...
Leverage technology tools like EFM to make
sense of the research data chaos.
Data and information
provider
Siloed
Internal service
Consultation
Synthesized
(joined-up thinking)
Partnership
Now Future...
A merger between market insights, customer
experience, & customer intelligence is key
Voice
of the
Customer
Hub
Market
Ins...
Align goals and resources to create
competitive advantage
•  Build a shared culture.
•  Align processes.
•  Integrate the ...
The net result of building an Intelligent
Enterprise will be…
•  A more adaptive insights function
•  Improved process eff...
People, Process and Technology Alignment
Over 1 Billion Enterprise Surveys Sent in 2012
!  Ad Testing
!  Mobile Surveys
!  Conjoint Analysis
!  Employee Surveys
!  Educational Surveys
!  Market Segmentation
!  ...
is the insight
you don’t have
The Most Important Insight
We are entering the 3rd Inning
Siloed Data Collection
Insights-driven Decision Making
Building a Customer-obsessed Enterprise
!  Single view of customer insights
!  Unified data repository
!  Unified insights...
©2013 Qualtrics – Company Confidential
Customer Obsession in Action
13
!  $7.4 Billion (2012); 5,500 employees globally
! ...
Real-World Example: Ricoh Americas Corporation
Tom Probola
Sr. Manager, Customer Excellence
A little bit about Tom:
!  7 y...
Building an Intelligent Enterprise
Customer!
Excellence!
Hub!
Customer!
Insights!
Customer!
Loyalty!
Customer!
Experience!
Established Listening Posts
Complaint!
Management!
Customer!
Council!&!
Community!
Customer!
Surveys!
Employee!
Surveys!
C...
Focus on Customer Excellence
Auto>trigger!
customer!surveys!
Immediately!alert!
relevant!employees!
of!concerns!
Resolve!c...
Results of Becoming Customer-Obsessed
•  Increased overall customer satisfaction scores by 20%
•  Increased issue resoluti...
Lessons Learned
1.  Need appropriate leadership that is customer first
2.  Need employees that understand the importance o...
Questions
Connect with us: success@qualtrics.com or @qualtrics
Qualtrics Insight Summit: www.qualtrics.com/events
Building a Customer-Obsessed Enterprise (Webinar Slides)
Upcoming SlideShare
Loading in …5
×

Building a Customer-Obsessed Enterprise (Webinar Slides)

1,499 views

Published on

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,499
On SlideShare
0
From Embeds
0
Number of Embeds
472
Actions
Shares
0
Downloads
18
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Building a Customer-Obsessed Enterprise (Webinar Slides)

  1. 1. Building a Customer-Obsessed Enterprise Speakers:
  2. 2. Building A Customer-Obsessed Company Roxana Strohmenger, Analyst September 18, 2013
  3. 3. Disruption is here…are you ready?
  4. 4. Technology-empowered consumers are forcing companies to become “customer-obsessed”.
  5. 5. We have now entered the Age of the Customer Source: June 6, 2011 “Competitive Strategy In The Age Of The Customer”, a Forrester report.
  6. 6. Customer obsession only happens when companies have a hyper-focused attention 5 Customer Knowledge Customer Relationships
  7. 7. The Intelligent Enterprise Success in this new world will only occur with a shift to an Intelligent Enterprise
  8. 8. Data and information provider Siloed Internal service Consultation Synthesized (joined-up thinking) Partnership Now Future Building an Intelligent Enterprise requires a change in focus
  9. 9. Research departments need to evolve Source: October 5, 2012 “Evolve From Research To Insights”, a Forrester report.
  10. 10. Data and information provider Siloed Internal service Consultation Synthesized (joined-up thinking) Partnership Now Future Building an Intelligent Enterprise requires a change in focus
  11. 11. © 2013 Forrester Research, Inc. Reproduction Prohibited 10 Insights must come from the continuous integration of various data sources. Quantitative Qualitative Behavioral Transactional
  12. 12. Leverage technology tools like EFM to make sense of the research data chaos.
  13. 13. Data and information provider Siloed Internal service Consultation Synthesized (joined-up thinking) Partnership Now Future Building an Intelligent Enterprise requires a change in focus
  14. 14. A merger between market insights, customer experience, & customer intelligence is key Voice of the Customer Hub Market Insights Customer Intelligence Customer Experience
  15. 15. Align goals and resources to create competitive advantage •  Build a shared culture. •  Align processes. •  Integrate the relevant data. •  Rationalize technology decisions. •  Liaise directly with business functions. •  Adopt shared metrics. ProcessMetrics Business liason Technology Data Culture Aligned goals and resources Source: April 29, 2011, “Preparing For The Intelligent Enterprise: A Blueprint For Market Insights Professionals” Forrester report
  16. 16. The net result of building an Intelligent Enterprise will be… •  A more adaptive insights function •  Improved process efficiency •  Greater impact on revenue •  Actionable customer satisfaction and loyalty metrics •  Aligned persona and customer segmentations
  17. 17. People, Process and Technology Alignment
  18. 18. Over 1 Billion Enterprise Surveys Sent in 2012
  19. 19. !  Ad Testing !  Mobile Surveys !  Conjoint Analysis !  Employee Surveys !  Educational Surveys !  Market Segmentation !  Customer Satisfaction !  Product Development Testing !  Customer Loyalty: Net Promoter Score What are People Researching?
  20. 20. is the insight you don’t have The Most Important Insight
  21. 21. We are entering the 3rd Inning
  22. 22. Siloed Data Collection
  23. 23. Insights-driven Decision Making
  24. 24. Building a Customer-obsessed Enterprise !  Single view of customer insights !  Unified data repository !  Unified insights platform !  Relevant, actionable data !  Secure !  Scalable
  25. 25. ©2013 Qualtrics – Company Confidential Customer Obsession in Action 13 !  $7.4 Billion (2012); 5,500 employees globally !  Challenges !  Homegrown solution managed by a third party; siloed solutions across departments !  20 hours to create a survey; only one person could access results !  Building an Intelligent Enterprise !  Standardized on enterprise platform across entire organization - customer delivery, customer operations support, global product and solutions, human resources, communications, project management, global diversity office !  Example: US Product Delivery, a customer-facing organization that drives implementation of MasterCard products, supports 50-75 product launches a year with 150+ surveys !  Results !  All departments can gather real-time insights for actionable decisions !  Faster survey creation and reporting !  Secure data across the enterprise !  Increased response rates
  26. 26. Real-World Example: Ricoh Americas Corporation Tom Probola Sr. Manager, Customer Excellence A little bit about Tom: !  7 years with Ricoh !  100% focused on Customer Excellence !  Established Customer Excellence and Voice of the Customer programs
  27. 27. Building an Intelligent Enterprise Customer! Excellence! Hub! Customer! Insights! Customer! Loyalty! Customer! Experience!
  28. 28. Established Listening Posts Complaint! Management! Customer! Council!&! Community! Customer! Surveys! Employee! Surveys! Call!Center!
  29. 29. Focus on Customer Excellence Auto>trigger! customer!surveys! Immediately!alert! relevant!employees! of!concerns! Resolve!concerns! ASAP!
  30. 30. Results of Becoming Customer-Obsessed •  Increased overall customer satisfaction scores by 20% •  Increased issue resolution satisfaction rate to 95% •  Reduced process defects by 40% for major account •  Established a Customer Loyalty Index for Ricoh leadership •  Improved customer experience based on feedback from call center employees •  Reduced employee frustration by empowering employees to have a voice
  31. 31. Lessons Learned 1.  Need appropriate leadership that is customer first 2.  Need employees that understand the importance of customer experience and feel valued 3.  Need to understand different customer segments to adapt to changing needs and values
  32. 32. Questions Connect with us: success@qualtrics.com or @qualtrics Qualtrics Insight Summit: www.qualtrics.com/events

×