The document discusses how companies need to become customer-obsessed by focusing on building an intelligent enterprise centered around customer insights. It provides examples of how companies like MasterCard and Ricoh have centralized customer data and feedback across departments to better understand customer needs and improve experiences. Building an intelligent enterprise requires aligning goals, processes, data, technology and culture around a shared focus on customers. This allows companies to gain real-time insights for adaptive decision making that enhances customer satisfaction and loyalty.

1. Building a Customer-Obsessed Enterprise
Speakers:

2. Building A Customer-Obsessed Company
Roxana Strohmenger, Analyst
September 18, 2013

3. Disruption is here…are you ready?

4. Technology-empowered consumers are forcing
companies to become “customer-obsessed”.

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. Customer obsession only happens when
companies have a hyper-focused attention
5
Customer Knowledge Customer Relationships

7. The Intelligent Enterprise
Success in this new world will only occur
with a shift to an Intelligent Enterprise

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. Research departments need to evolve
Source: October 5, 2012 “Evolve From Research To Insights”, a Forrester report.

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. © 2013 Forrester Research, Inc. Reproduction Prohibited 10
Insights must come from the continuous
integration of various data sources.
Quantitative Qualitative Behavioral Transactional

12. Leverage technology tools like EFM to make
sense of the research data chaos.

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. A merger between market insights, customer
experience, & customer intelligence is key
Voice
of the
Customer
Hub
Market
Insights
Customer
Intelligence
Customer
Experience

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. 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. People, Process and Technology Alignment

18. Over 1 Billion Enterprise Surveys Sent in 2012

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?

21. is the insight
you don’t have
The Most Important Insight

22. We are entering the 3rd Inning

23. Siloed Data Collection

24. Insights-driven Decision Making

25. Building a Customer-obsessed Enterprise
! Single view of customer insights
! Unified data repository
! Unified insights platform
! Relevant, actionable data
! Secure
! Scalable

26. ©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

27. 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

28. Building an Intelligent Enterprise
Customer!
Excellence!
Hub!
Customer!
Insights!
Customer!
Loyalty!
Customer!
Experience!

29. Established Listening Posts
Complaint!
Management!
Customer!
Council!&!
Community!
Customer!
Surveys!
Employee!
Surveys!
Call!Center!

30. Focus on Customer Excellence
Auto>trigger!
customer!surveys!
Immediately!alert!
relevant!employees!
of!concerns!
Resolve!concerns!
ASAP!

31. 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

32. 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

33. Questions
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