4th customer feedback summit glueck final
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Transcript of 4th customer feedback summit glueck final
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public 1
Data and Analytics Drive Improvements to The Customer Experience
James Glueck, Vice President, Cisco Services
4th Executive Customer Feedback Summit
February 27, 2008
1Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 2
Agenda
! Focus on Customer Success
! Voice of the Customer Methodology Drives Company-Wide Improvements
! Voice of the Employee Enables Improved Customer Intimacy
! Customer Experience Improvements Increase Customer Loyalty
2Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 3
Focus on Customer Success
We have 15 years of history tracking customer satisfaction:
The results are validation:
Customer satisfaction continues to increase*
3.7
4.1
4.5
4.9
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
* Improved our sampling methodology to achieve better accuracy
We take Customer Satisfaction very seriously:We take Customer Satisfaction very seriously:We take Customer Satisfaction very seriously:We take Customer Satisfaction very seriously:
Annual Survey
Analyze TakeAction
Integrate Into Corporate Culture
!92,000 customers and partners responded to 2007 survey
!Customer view via multiple touch points
! Integrated view of customer and partner satisfaction drivers by segment and theater
!Follow on surveys or focus groups for specific issues
! Initiatives address key issues
!Real-time results viewable by employees
!Customer satisfaction tied to employee bonus plan
3Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 4
Cisco Service Evolution
Customer Expectations
Cisco Service Breadth Relationship
Business Model Experience
Internet Build-out led to:
Bandwidth & Availability
Device-level Maintenance Support
Channel Interface
Web-based Subscription
Self-Service
1.0
Bandwidth & Availability
Device-level Maintenance Support
Channel Interface
Web-based Subscription
Self-Service
IT Downturn led to:
Advanced Technology Time to Value
Network-level Investment Optimization
Selectively Direct
Remotely Delivered Professional Services
Consultative
2.0
Advanced Technology Time to Value
Network-level Investment Optimization
Selectively Direct
Remotely Delivered Professional Services
Consultative
Web 2.0 led to:
Network as the Platform
Business & Technology Architecture
Collaborative Partnerships
Solutions-Oriented, Performance-Based
Smart Services
3.0
Network as the Platform
Business & Technology Architecture
Collaborative Partnerships
Solutions-Oriented, Performance-Based
Smart Services
4Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 5
Voice of the Customer MethodologyConverting Data Into Action
! Capturing and analyzing the Voice of the Customer determines improvement actions
! Acting on these findings drives continuous improvements to the customer experience
Projects
CustomerTouch Points
Quantitative & Qualitative Analysis
Identify Actionable Data
Slice by Geography & Segment
Determine Improvements Needed
5Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 6
Services
Sale
s
Desig
n
Services Drives Company-wide Improvements
! Distribute analysis findings to those who own impacting actions
! Share MBOs and project plans to ensure implementation
Projects
CustomerTouch Points
Quantitative & Qualitative Analysis
Identify Actionable Data
Slice by Geography & Segment
Determine Improvements Needed
6Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 7
Finalized List of 13 Questions
• ---------------------• ---------------------• ---------------------• ---------------------• ---------------------• ---------------------• ---------------------• ---------------------• ---------------------
Consolidate Analysis
! Effectiveness of Solution
! Communications
! Resolve in Timeframe
! Soft Skills
Multiple survey design approaches were used to derive final list of survey questions to measure Customer Satisfaction
Transactional Survey Design Approach
Pareto Analysis
Importance Analysis
Regression and Factor Analysis
VOC Analysis
CustomerFeedback
Services
Sale
s
Desig
n
7Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 8
Pareto Analysis: Worldwide Percentage of 1, 2, and 3 Responses by Question
Focused on the top few dissatisfiers to have the greatest impact on Customer Satisfaction
% 1s
% 2s
% 3s
0%
5%
10%
15%
20%
Q9, R
esolv
e in
T
ime
fram
e
Needed
Q8, G
et Q
uic
kly
to
Rig
ht C
E
Q4, F
am
iliar
with C
ase
Deta
ils
Q5, T
rouble
-shootin
g S
kill
s
Q2, Technic
al
Com
pete
nce
Q7, U
nders
tand
Im
pact
Q1,
Com
munic
ations
Q12, C
E
Work
ed
Agg
ressiv
ely
Q11, A
wa
re o
f S
tatu
s a
nd
Pro
gre
ss
Q3, Lis
tenin
g &
C
om
pre
hensio
n
Q10, C
lear
Ow
ners
hip
D
em
onstr
ate
d
Q6, A
ttitude &
S
erv
ice C
ulture
Services
Sale
s
Desig
n
8Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 9
Identify Dissatisfier Take Action! Timely problem resolution ! Slashed meantime-to-final
resolution
Cisco Case Study: Link between customer satisfaction and timely problem resolution
Measure Results: Transactional Survey
4-06 5-06 6-06 7-068-06 9-0610-0611-0612-061-072-07 3-07
Goal
4-07
Significant increase in worldwide customer sat
Decrease in worldwide meantime-to-final resolution
Focus on Predictive Measures toImprove Services Delivery
Services
Sale
s
Desig
n
9Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 10
+Hardware Software Features
Commercial
SP / LE
Mid Enterprise
Segment
+CustomerAnalytical
EngineVertical
! Collect device configurations and evaluate effect on customer network stability
! Determine the “most suitable” combinations of HW, SW, and features
! Recommend to Customers
! Inform Product Development
Mine Customer Data to Drive Product Improvements
Cisco Case Study: Improving product usability and supportability
Services
Sale
s
Desig
n
10Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 11
Network Aware Anywhere in the World
!Network-level coverage
!Connected service
Proactive and Automated
!Notifications
!Low-cost delivery
Exclusively Through Partners
!Value-based
!Personalized
Listen to Customer Requirements toInfluence Go-to-market Strategy
Cisco Case Study: Personalized Service for Commercial Customers
Services
Sale
s
Desig
n
11Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 12
Maintaining an Iterative Process
Slice by Geography & Segment
CustomerTouch Points
Quantitative & Qualitative Analysis
ProjectsDetermine Improvements Needed
Slice by Geography & Segment
CustomerTouch Points
Quantitative & Qualitative Analysis
Identify Actionable Data
Customer listening, analysis, action
! Close the loop with the customer
! Validate our actions through Customer Satisfaction Analysis
! Learn more from customer and changing requirements
12Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 12
Maintaining an Iterative Process
CustomerTouch Points
Quantitative & Qualitative Analysis
ProjectsDetermine Improvements Needed
Slice by Geography & Segment
CustomerTouch Points
Quantitative & Qualitative Analysis
Identify Actionable Data
ProjectsDetermine Improvements Needed
Identify Actionable Data
Customer listening, analysis, action
! Close the loop with the customer
! Validate our actions through Customer Satisfaction Analysis
! Learn more from customer and changing requirements
12Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 13
What Trends Are We Seeing?Customers Want Personalized Service
Customer Priorities: Now and in the Year 2020
Personal Relationships with Employees
Brand Values
Personalization of Product/Service
Quality of Customer Service
Price Competitiveness
Quality of Product/Service
Now Year 2020
13Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 13
What Trends Are We Seeing?Customers Want Personalized Service
Customer Priorities: Now and in the Year 2020
Personal Relationships with Employees
Brand Values
Personalization of Product/Service
Quality of Customer Service
Price Competitiveness
Quality of Product/Service
Personalization of Product/Service 52%34%
Now Year 2020
13Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 14
Determine needed information
InvestigateTake action
# of cases open
# of cases lasting 30 days or more
Are they a critical account
Are their satisfaction scores low
Is this a multiple re-queue case
Customer Intimacy Via Business Intelligence
Electronic survey to validate
Voice of the Employee
Analysis of common threads
TACEmployee Feedback
Information TAC requests per customer
14Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 15
Customer Intimacy Changes the Way We Support Customers
15Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 15
Customer Intimacy Changes the Way We Support Customers
Company Benefit
! Increased customer sat and loyalty
! Greater productivity
! Improved employee attraction and retention
Customer Benefits
! More personalized service
! Better service interaction
Employee Benefits
! Increased employee job satisfaction
! More effective prioritization
15Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 16
Customer Intimacy Becomes Part of A Service Organization’s DNA
! More satisfied
! Better service
Customer
Benefits
Customer Intimacy via Business Intelligence
Focused Technical Support
Fee-based
Personalization Service Offering
16Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 16
Customer Intimacy Becomes Part of A Service Organization’s DNA
! More satisfied
! Better service
Customer
Benefits
Customer Intimacy via Business Intelligence
Focused Technical Support
Fee-based
Personalization Service Offering
16Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 17
Continued Experience Improvements Create Loyal Customers
Voice of the Customer
Voice of the Employee
17Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 17
Continued Experience Improvements Create Loyal Customers
! Customer experience is at the core of customer satisfaction
! With loyalty comes a new level of relevance
Loyalty
SatisfactionCustomer Experience
17Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 18
* Source: 2007 Walker Loyalty Report for the IT Industry (Networking Sector) in the US** Represents FY07
Average Loyalty Rate Across All Segments
Customers with a Service Relationship with Cisco Are More Loyal
18Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 18
* Source: 2007 Walker Loyalty Report for the IT Industry (Networking Sector) in the US** Represents FY07
Industry Average*
Cisco Corporate**
Service Relationship with Cisco**
49%
74%80%
Average Loyalty Rate Across All Segments
Customers with a Service Relationship with Cisco Are More Loyal
25 pointsgreater
31 points greater
18Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 19
Summary
! Voice of the Customer Drives Services Innovation and Increased customer Loyalty
! Voice of the Employee Improves Customer Intimacy
! Customer Intelligence Enables Services to Drive Company-wide Improvements
! Customer Experience Improvements Increases Customer Loyalty
19Wednesday, September 9, 2009
© 2007 Cisco Systems, Inc. All rights reserved. Cisco Public Cisco Confidential 20
20Wednesday, September 9, 2009