From KPI’s to VOC

Why VOC is important in

the B2B marketplace

Kip Nickel: VP Sales, Rexam Beverage Can Europe

Andrew Denison: Customer Relationship Consultancy

The Customer Relationship Consultancy

The Customer Relationship Consultancy

The Evolutionary Process

We know how our

customers feel – if

they buy from us,

they’re happy!

We do

occasional

satisfaction

surveys

We get systematic

customer feedback

and use it to drive

improvement across

the business

The Customer Relationship Consultancy

Proprietary Customer Feedback Survey - The Referral

Rating

Specialist in B2B Marketplace

Highly Focused

Customers include:

– Brand Owners

– Manufacturers

– Service Providers

The Referral Rating

Many Questions

Infrequent

Few People

Multiple Contacts

Frequent

Only 2

Questions

Conventional Surveys The Referral Rating

60% +

Response

Rate

From KPI’s to VOC

Why VOC is important in

the B2B marketplace

Kip Nickel: VP Sales, Rexam Beverage Can Europe

Rexam: an

introduction

1

Who we are…

Leading

global can

maker

Innovator

FTSE100

Healthcare

packaging

specialist

2

2012 sales of

£4.3 billion

World-class

manufacturer

11,000

employees

0 2 4 6 8 10 12

Bemis

Saint Gobain

Toyo Seikan

O-I

Ball

Rexam

Crown

Rank

Amcor

Tetra Pak

A leading global consumer packaging company

Sales (US$bn) 2

Rexam: a global footprint

4

67 plants in 24 countries, employing close to 11,000 people

5

Beverage Cans

Healthcare

Regional offices

Our global customers include…

Our top ten customers account for more than 70% of sales 6

Our products

7

Our vision is...

...to be the best global consumer packaging company

8

The (distant) voice of

the B2B customer

1

Why the voice of the customer is often not heard

Multiple Customer Sites

Multiple Rexam Sites

Multiple Daily

• Transactions

• Conversations

• Relationships

Huge complexity

How to stay on

top of this?

27

147

Why the voice of the customer is often not heard

Purchasing

Supply Chain

Distribution

Operations

Quality Control

Marketing

Sales

Customer Service

Shipping

Technical

Quality Control

Product

Development

x 147

Who is our Customer?

Purchasing (who buy our product)?

Operations (who use our product)?

Quality Control (who audit our product)?

Supply Chain (who order our product)?

Senior Management (strategic decision makers)?

Sustainability (increasingly influential)?

.. Or all of the above?

Why Voice of the Customer matters to Rexam

KPIs (quality, service metrics): essential tools to

measure quality of our transactional relationship

But

– Do not tell us if our customer enjoys doing business

with us

– Do not tell us if we are not meeting his expectations

– Do not tell us where/how we need to improve

– Do not provide insight

Why Voice of the Customer matters to Rexam

VOC: keeps us focused on those issues that are

most important to our customers

VOC – different

methodologies

1

Different VOC methodologies: what works and what

doesn’t Internal Sales Force Feedback

– Limited value, filtered feedback

Formal Supplier Reviews

– Driven by customer’s agenda

Targeted 1:1 Interviews

– Good for targeted, in-depth feedback

– Narrow base, time consuming, can only be done infrequently

Broad-based customer feedback programmes

– Regular, direct, informal from a wide range of contacts

– Stand alone or combined with 1:1 interviews

What is needed

A systematic approach

Unfiltered honest feedback

Simple and easy for customers

Speed

Actionable

Hearing the voice

of our customer

1

Our Approach

Two Question Survey

Conducted by Email & Web-Link

Run Twice a Year

Broad Range of Contacts Surveyed

– Job Functions

– Markets

– Seniority Levels

Our Approach - Keep it Simple

Using VOC to drive

improvement at Rexam

1

Using VOC to drive improvement in customer management

Getting to the right Audience

Respond & Action Plans

Communicate back to the Customer

Understand the Data

Using VOC to drive improvement in customer management

KPI & tracking tool

Regular temperature check

Identify problem areas early

Better understand customer expectations

Drive action

A means of getting VOC into the heart of the

company

The results

1,000+ customer responses

All heard by senior management

Reviewed, interpreted and actioned within a month

Six months later….

Quantifiable

improvement in

customer

satisfaction

An Organisational Challenge: Print Quality

Potential issue with print quality

Management team aware of issue, but had

underestimated impact on customer

Customer feedback informed the investment decision

to address the issue

Listen, Respond, Communicate

An Account Challenge: Scandinavian Beer Brand

Quality

Listen, Respond, Communicate

Survey Round 1: Rating

Survey Round 2: Rating

6

8

“Rexam have improved

over the last year and are

very open to suggestions.

We get fast and

professional feedback and

assistance when needed.

We have a very good

relationship with Rexam,

and are still improving.”

“We do not experience any

improvement regarding product

quality. Still too many failures.”

An Account Challenge: Spanish Brewery Group

Communication

Listen, Respond, Communicate

Survey Round 1: Rating

Survey Round 2: Rating

7

9

“Good follow up, good

service, smooth

communication.”

“Problems with communication

between the different

departments...this generates

confusion and distrust.”

An Account Challenge: Russian Beverage Brand

Customer Alignment

Listen, Respond, Communicate

Survey Round 1: Rating

Survey Round 2: Rating

7

10

“Good company, good

people”

“There are too few areas where

our interests coincide with those

of your enterprise.”

Using VOC to drive improvement in customer management

What we have learned

– Feedback & Comments more valuable than the ‘Score’

– Wide range of contacts results in less ‘political’ feedback,

and balance between strategic and transactional feedback

– Survey creates momentum for improvement

Actions we have taken

– Incorporated TRR into Balanced Scorecard

– Focus on customer-identified priority areas

– Feeding back to Customers – a big win

Using VOC to drive improvement in customer management

Customer Feedback

– Enjoy the simplicity of TRR

– Recognise our commitment to listen and respond

– Appreciate our process of feeding back the results and

agreeing/sharing our action plans

“The best survey we’ve ever been

asked to do by a business partner.

A very easy and user-friendly

means of giving feedback” Senior VP

Coca-Cola,

Atlanta USA

Objective: Placing the customer at the heart of our organisation

Key Conclusions

1

Keep it simple

Make it easy for your customer

Ask the right questions – avoid too much data, the

wrong data, difficult to interpret data

Cut and present the data/feedback to facilitate

understanding and drive action

Why VOC initiatives often fail

Senior management commitment

Most importantly: if the results do not lead to action…or

your customer perceives that you are not listening

You will be shown the ..

But when it works…

Challenging

Invigorating

A real driver of improvement

Know Where You Stand

Thank You