getting closer to your customer: how sub-zero went online to get at the voice of the customer
TRANSCRIPT
Getting Closer to Your Customers: HOW SUB-ZERO WENT ONLINE TO CAPTURE THE TRUE VOICE OF THE
CUSTOMER
Jeannine Washkuhn
with Monika Wingate,
Digsite
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§ Email [email protected]
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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 [email protected]
Monika Wingate [email protected] www.linkedin.com/in/mwingate www.linkedin.com/in/jeanninewashkuhn