voice of customer capability center. no exceptions… from the frontline to the c-suite, customer...
TRANSCRIPT
Voice of Customer Capability Center
Confidential
No exceptions… from the frontline to the C-suite, customer acumen is an essential corporate capability
• Customer needs drive processes, technology, products, and services
• Skillfully incorporating customer perceptions, behaviors, wants and concerns into decisions must permeate your business
• Successful strategic decisioning and value proposition development is based, first and foremost, on the current and future expectations of customers
Page 2
Customer Expectations,
Needs, & Perceptions
Marketing
Quality
Sales
Operations & Customer Support
Account Management
Product Management
Confidential
A VOC capability center equips and enables your organization to more quickly, insightfully and confidently apply VOC to decision-making
• Establishes and executes services and methods to systematically and continuously listen, learn, act and deliver on customer feedback
• Promotes confidence in data and insights
• Creates paths for collaboration, knowledge sharing and integration across functions and roles
• Guides your organization on best practices specific to using VOC in business decisions
Page 3
Foundation
Service & Support
Shared Learning
Guidance
Whether starting a VOC program or advancing to the next level, capability center components ensure sustainability
Foundation
Service & Support
Shared Learning
Guidance
A solid foundation is needed to enculturate VOC competency into an organization. Guiding principles, rules, policies and resources used by your organization to facilitate collaboration, integration and coordination
Standards, methodologies and tools ensure decision-makers are equipped and can be expected to demonstrate proficiency in this competency
Services such as VOC data collection, results organization, vendor screening, sample management, and deployment of subject matter experts provide support across your enterprise
Training, knowledge repositories, skill assessments, team building and formalized roles encourage collaboration and continuous learning
Policies and practices designed to reward and recognize competency excellence
Confidential
Achieve bottom-line growth by harnessing the power of your customer base while leveraging your talent, processes and systems
Customer Retention
Re-purchase
Longer contracts
Cross purchase
Economies of scale
Centralization of service and support
Page 5
Positive word of mouth
Client referrals
Client references
Process quality
Operational efficiencies
Increases
Decreases
Increa
ses
Decreases
Decreases
Decreases Decreases
Depend on recurring benefits by driving to sustainability
ConfidentialPage 6
• Vision/Guiding principles• Role definitions• VOC system(s) initiated• Metrics, tools, techniques• Fusion with process, relationship,
product, and/or project management
• Practitioner training initiated• Recognition program(s)• Communication of results
internally
Launch
• VOC systems running at important moments of truth
• VOC data accessible to trained practitioners
• Cross enterprise improvement initiatives lead by trained practitioners
• Training curriculum initiated• Associate performance linked to
customer metrics• Communication of results
internally & externally
Expand• Seamless integration of VOC in
continuous improvements• Strategy and investment decisions
require rigorous VOC analysis and forecast
• Practitioner network supported by coaching/mentoring program
• Assessments determine practitioner skill levels
• Performance and compensation directly tied to customer outcomes
• All associates trained and skilled to deliver on expectations
Sustain
Confidential Page 7
Look to us to provide support and direction that meets your customer acumen goals
VOC Survey Support• Consultation, design and execution of scalable VOC tracking
and reporting systems• Results analysis and insight development • Identify and vet vendor/research partners• Survey operations standards
VOC Capability Center • Consultation & facilitation• Assessment & periodic audits• Documentation of designed componentsEquipping & Enabling Your Organization
• VOC planning, analysis and taking action toolkit• Compilation of and consultation on best
practices• Identify, vet and design VOC metrics
Data & Automation Services• Automated & web-enabled notifications, reports,
& viewers• VOC sample and results data administration,
organization & maintenance• Compilation of standard resource libraries• Integration with CRM, financial and market data
• Consultation on VOC based rewards and recognition
• VOC curriculum • Education & development
of practitioners• Transition management
Foundation
Service & Support
Shared Learning
Guidance
The following sections are drafts of slides that will provide more explanation and examples of the components.
VOC Capability Center
Confidential Page 8
Foundation
Establishing a customer acumen core competency requires a solid foundation that integrates and coordinates various groups in your organization
• Purpose: Minimize ambiguity during the transition and thereafter through roles, rules, scope, and policy in order to clarify authority, accountability and responsibility
• Key elements:• Leadership• Vision & roadmap• Charter• Policies & procedures
• Benefits:• Lowers cost by establishing pathways to collaboration that leverage existing resources and
competencies. • Minimizes conflicts, time wastages and mismanagement. • Ensures transparency that helps determine effective decision-making and return on investment.• Maintains associate confidence in your commitment to the core competency. This confidence
facilitates adoption of policies, practices and processes.• Properly induces your associates to achieve objectives that are in interests of the customer and your
organization.
Confidential Page 10
Consultation, templates and guidelines
• Leadership – composition, roles, responsibilities, tenure• Strategic vision & roadmap• Charter:
– Approves enterprise standards– Approves and enforces rules of conduct and respondent rights – Ensures that limited VOC resources are properly allocated– Identifies the most valuable VOC projects for investment– Endorses and oversees coordination across corporate units needed to
enable VOC Capability Center to deliver value– Reviews and monitors VOC Capability Center progress on deliverables– Reviews and disposes of executive escalations– Approves and re-enforces application of collective knowledge of customers
• Policies & procedures
Confidential Page 11
Guidance
While many decision makers are trained in financial and human resource management, most require guidance on using VOC in decision-making
• Purpose: To equip and enable associates to demonstrate not only a proficiency but a fluency in customer acumen
• Key elements:• VOC standards and tools in planning, analysis and decision-making• Processes and practices using VOC (e.g. Closing the Feedback Loop)• Metrics & performance• Rewards & recognition
• Benefits:• Uniformity in methods, metrics, action standards and terminology is created• Improvement in communication and mutual understanding across the enterprise• Removal of barriers to integrate, collaborate, and coordinate• Minimizes inconsistencies regarding how to identify, interpret and act on customer drivers and needs• Exposure to tools and techniques to enable success• Using planning tools, associates effectively take action and deliver on customer drivers and needs
Confidential Page 13
ConfidentialPage 14
Basic Process
VOC to Define Performance Expectations
Translation of VOC into Product,
Service, and Process
Specifications
Execution & Delivery of
Specifications
Customer Experiences
Product, Service, or
Process
VOC to Assess
Performance
Perceptions
Repeat
Understand and respond to gaps in customer expectations and your performance
Close the Feedback Loop
Completed survey
Permission to follow-up
Met expectations
Note of appreciation
Alert Process
No direct action*
Direct follow-up to document
cause
Determine action
Remove customer
Remove & replace
Re-attempt
Yes
Yes
Yes
No
No
No
Confidential Page 15
Alert Process
Characteristics
• Respectful of customer right to privacy*
• Quick
• Systematic
• Automated
• Monitored
• Integrated
Planning and Process Components• Determine alert trigger – question(s) & response level(s)
• Establish alert management accountability
• Design reporting and deliverables needed for alert resolution
• Root cause and resolution disposition data flow and storage
• Training and documentation for those accountable for resolution
• Escalation process for alerts not closed
• Determine governance for quality of contact and resolution
Confidential Page 16
* The Foundation component will address respondent rights policy
Metrics & Performance
• Align the appropriate metric(s) to desired outcomes
Confidential Page 17
Conformance Satisfaction Engagement Intention
AcknowledgementAwareness
Product/ServiceProcessPeople
ConfidenceTrustPride
AdvocatePurchaseRe-purchase
• Balance benefits of custom metrics and standard, enterprise metrics• Refine metric(s) as products, processes, and people develop
Launch Improvement Maintenance
Baseline to norm or action standard
Change over time or distance from goal
Variation from goal
• Determine risks and benefits of univariate metrics, indices, averages and top box percentages
Rewards & Recognition
• Behavior-based reward programs– Executive, customer-facing, not customer-facing– Annual reviews and compensation– Bonus programs
• Individual and team recognition
Confidential Page 18
Support & service
Some centralization of expertise, service, and data will improve the efficiency and effectiveness of practitioners and decision-makers
• Purpose: Provide practitioners and decision-makers support with services that require specialized skills and cross enterprise coordination, access and quality monitoring
• Key elements:• VOC subject matter experts• Practice management• VOC model, framework, methodology and approach development• VOC process development & maintenance• VOC sample & results data organization, management and maintenance• Automated/Web-enabled reporting
• Benefits:• Lower VOC operational costs resulting from centralization of data collection, standard reporting, VOC
data management• Cost efficiency and improve productivity through the concentration of highly specialized VOC experts
and resources• Improved survey participation rates as sample pools are managed and monitored• Cost and time efficient enterprise insights via accessible enterprise VOC database that integrates
customer responses across the organization and over time • Data quality assurance for decision-makers
Confidential Page 20
ConfidentialPage 21
Help Desk/ Customer Support
Marketing/ Communications
Loyalty & Engagement
Product/ Process Changes
Product Use TerminationPre-Sales Marketing
New/Repeat Sales
Engagement
B2B VOC Listening Opportunities
Process Development & Maintenance
Examples of B2C and healthcare Voice of Patient and Medical Team processes available
Technique Development & Maintenance
ConfidentialPage 22
Planning VOC Research & Design
Questionnaire Design
Sampling
Data Collection
Analysis
Reporting
Action Planning & Goal Setting
Communication Planning
• Research Request Form• Research Design Form• Commitment of Service
• Sample quality standards
• Analytical techniques aligned with decisions*
• Comparative analysis• Trend analysis• Driver analysis• Prioritization matrix
• Action planning guide• Action planning templates• Practices in goal setting
• Standard design• Question catalog• Standard questionnaires
• Response rate calculation• Survey status report• Practices to improve
response rates
• Report interpretation help• Presentation templates
• Templates• Communication practices
-
-
-
-
-
-
-
-
* Examples of Six Sigma techniques available
Practice & Capability Management
• Core training curriculum• Continuing education• Collaboration facilitation• Internal communication• External communication
Confidential Page 23
Quality Assurance
• Internal auditing• Reliability testing• Validity testing• Generalizability
Confidential Page 24
Power of Data Organization
ConfidentialPage 25
Client VOC
Sales Win Loss
Post Implementation
Help Desk
Loyalty
Service Termination
ClientProfile
Financial
Conference Attendance
Segment
Firmagraphics
CRM
Relational tables
Dynamic feeds
Syntax library
Export capability
Report production
Web-enabled reports
Client ViewsClient Scorecards
Enriched Analysis Data
Automated AlertsAutomated Escalations
Question library
Survey process library
Historical results
Contact participation
Contact results
Client participation
Client results
Calculation algorithms
Validation algorithms
Example B2B Design
Shared Learning
Training and education are needed to create and preserve the customer acumen core competency
• Purpose: Provide an evolving and sustainable curriculum that ensures all associates understand customer expectations and are trained and skilled to competently deliver on the expectations; enable practitioners and decision-makers to achieve levels of mastery in the competency; provide processes and forums that encourage collaboration and continuous learning
• Key elements:• Education & training • Skill assessments• Knowledge management• Communities of practice and learning for practitioner and decision-maker network
• Benefits:• Creates efficiencies and standardizes processes• Increases the likelihood of effective decisions and successful customer outcomes• Operationalizes the competency and validates the importance to your organization
Confidential Page 27
Shared Learning
• Education and training– Executive workshops– Practitioner classroom training– CBTs
• Coaching and mentoring• Internal communications and visibility• Knowledge management
– Knowledge mapping– Communities and practice sites– Knowledge repositories
Confidential Page 28