Building a Customer-Obsessed Enterprise (Webinar Slides)
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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.
Building a Customer-Obsessed Enterprise (Webinar Slides)
- 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
- 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!
- 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 Connect with us: success@qualtrics.com or @qualtrics Qualtrics Insight Summit: www.qualtrics.com/events