getting closer to your customer: how sub-zero went online to get at the voice of the customer

Getting Closer to Your Customers: HOW SUB-ZERO WENT ONLINE TO CAPTURE THE TRUE VOICE OF THE

CUSTOMER

Jeannine Washkuhn

with Monika Wingate,

Digsite

Before we begin:If you experience technical issues§  Call Jane Boutelle 608.692.2191

§  Email support@digsite.com

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Today’s Agenda

u  Welcome and introductions u  Background on Sub-Zero u  Sub-Zero’s traditional and new processes

•  Redefining the Product Roadmap process •  Changing the approach for Product Feedback 

u  Key takeaways u  More examples u  Q&A

Today’s Presenters

Jeannine Washkuhn Wolf Product Marketing Manager, Sub-Zero Responsible for coordinating the launch of the New Generation cooking products, working with the sales, engineering and marketing teams. Jeannine has served multiple functions at Sub-Zero, with much of her career in Quality Engineering.

Monika Wingate CEO and Co-founder, Digsite Monika has 20 years of experience in marketing research, at General Mills and Pillsbury, as the Director of the A.C. Nielsen Center at the University of Wisconsin- Madison, and as the founder of Fountainhead Brand Consulting.

Why Does Knowing Your Customers Matter?“If you’re not talking to customers, you don’t uncover a lot of opportunity; you just keep upgrading and adding in features that customers may not want. By living the life, you can learn a lot.”

Scott Cook, Founder & Chairman of the Executive Committee, Intuit

Sub-Zero’s Path to Real Customer Insights

Sub-Zero – a Luxury Appliance Brand

2015 marks Sub-Zero’s 70th anniversary

Our Heritage

COOKING SPECIALIST

Instilling the confidence to cook

Achieving delicious results

Our brands inspire moments worth savoring in homes worldwide

by providing best-in-class appliances that bring substance to luxury

PRESERVATION SPECIALIST

Preserving good taste in the kitchen

Assuring freshness

Individual Brands with a Common Mission

“If you provide a quality unit to your customers, you’ll always have customers.” Westye F. Bakke

Our Founder

Our Foundation

Quality is our foundation.

Value through unique design & features

Ability to command a premium price Rapid innovation

Superior reliability

Superior customer service

Brand prestige & exclusivity

Our Foundation

Voice of Customer Informs the Business

Product Roadmap Planning

Product Feedback

Product Roadmap: Challenge

Fragmented Data, Many Sources

Multiple Stakeholders

Owners

Designers

Architects

Distributors

Showroom Managers

Goal Identify challenges, opportunities and trends crucial to the brand’s long-term success

The Digsite Experience

New Approach to Capture Voice of Customer

April May June July Aug Sept Oct

Secondary Research Review

Dealer Sales Focus Group

Owners- 2 Online Communities

Specifiers- Online Community

Distributors & Showroom Mgrs.-Online Community

Final Presentation

Designer Visioning Exercise

Consumer Experience Exercise

KB  

omi'ed  for  confiden/ality  purposes  

omi'ed  for  confiden/ality  purposes  

Rich, In-depth Feedback from Constituents

Wolf Oven Owners

Sub-Zero Owners

Designers/Architects

Retail Sales Associates

Showroom Managers

Distributor Sales Associates

Builders/Remodelers

Results of New Voice of Customer Approach

Better, more informed product planning

Clarifies other research findings

Provides better

prioritization Gives input

used & valued throughout organization

Product Feedback: Challenge

Issues: Timing, Travel & Depth of Input

Day  1                                                            Day  45                                                            Day  90  

Goal Field trials with consumers to ensure product success at launch

New Approach to Product Feedback

Added Online: Timely, in-context feedback

Traditional: •  Paper surveys •  Site visits by

engineers

Better Engagement = Better Insights

Key Takeaways

ü Consistent facilitation is crucial ü  Be ready to adjust as you go (build in touchpoints) ü Adjust reporting for different audiences (management,

engineering, etc.) ü Quick, rich feedback helps with management buy-in

Digsite for Voice of Customer

Deeper  dive  into  understanding  customers  that  can  readily  be  shared  across  the  organiza/on  

Ability  to  run  communi/es  over  weeks/months,  accomplishing  mul/ple  research  steps  

Flexibility  to  adjust  the  discussion  based  on  up-­‐to-­‐the-­‐minute  feedback  from  customers  

Ease  of  familiar  social  media  plaLorm  that  is  as  fun  and  easy  to  use  as  Facebook    

Private  communi/es  protect  your  data;  par/cipants  are  anonymous    

Other Examples

Questions?

Thank you! We will send the webinar recording and slides tomorrow.

Jeannine Washkuhn jeannine.washkuhn@subzero.com

Monika Wingate monika@digsite.com www.linkedin.com/in/mwingate www.linkedin.com/in/jeanninewashkuhn