emea day at dell 2010 - customer experience
TRANSCRIPT
Customer Loyalty UsingNet Promoter ScoreGary Fox
Director, Dell Customer Experience
EMEA Day at Dell – 26 & 27 April, 2010Dell Small Business Excellence Award
Global Customer Experience
Agenda
• Customer Experience in Dell
• Global Customer Experience Team– How we measure customer experience
• Net Promoter Score– Overview
– Analysis
• Social Media
• CE Culture & Communications
• Q&A
Quarterly Executive Meeting
Customer-centric, outcomes-oriented
Leveraging ourheritage – successand achievement
Globally relevant
Inspiring and evocative
Human and emotional
Grow and ThriveDelivering Technology Solutions That EnablePeople Everywhere to
Our CE Culture & Communications approach is a key
enabler of our Purpose efforts
Quarterly Executive Meeting
• Michael Dell sponsorship
• Executive alignment
• Measurement – corporate scorecard
CE is a Top Priority Across The Company
Global Customer Experience
How we are touching customers 35 BILLION marcom impressions
5,000,000 contacts into Sales
Online – 150 MILLION hits
Over 8,000,000 orders booked
16,000,000 Support contacts
In a typical quarter for Consumer & SMB ...
Keyword search on Google using “Dell Computer” = 28,700,000 results
Global Customer Experience
Global Customer Experience Team
WW CE Roles & Responsibilities will ensure that the “The Customer” stays at the center of Dell culture
Strategy and Governance developed in collaboration with the business
Closed-loop feedback and ELT visibility to ensure continuous improvement
Set Global Policy & Measurement Standards for
Customer Experience
Drive Customer Experience Survey &
Listening Post Strategy
Identify Opportunities to
Improve Customer Loyalty
Ensure Progress on Key
Improvement Initiatives & Call
Out Risks
Ensure Closed Loop Feedback
Process
Provide Visibility to ELT on CE Performance
Customer Centric Dell Culture
Global Customer Experience
We listen …
Global Customer Experience
Dell Community Network
Customer Events & Surveys
Online Feedback
Customer Visits
Voice of the Agent
We listen …
Social Media
Global Customer Experience
How Do We Measure Customer Experience?• Top down systematic approach
1. Overall customer loyalty – Net Promoter Score
2. Identify critical loyalty drivers
3. Develop Touch Point research that addresses top drivers
4. Drive Business Process Improvement
Global Customer Experience
How Do We Measure Customer Experience?
Relationship System Transactional System
Action taken to improve experience Support Sales &
account management Product Billing, etc.
Loyalty MetricNet Promoter Score
Industry and competitive benchmark
Drivers of LoyaltyWhat touch points most
impact loyalty?Where should I focus?
Feedback triggered by a specific event InquiryPayment processing
Support call, etc.
Loyalty
Overall Customer Experience
Satisfaction with Touch Point
BusinessProcess
Global Customer Experience
Why Net Promoter Score (NPS)
• One number from the “Ultimate Question”
• Credibility; HBR papers, Bain, Reichheld
• Most widespread within fragmented research industry
• Relevance; impressive Global & IT industry coverage
Global Customer Experience
Net Promoter Score• The Net Promoter Score (NPS) is a feedback measurement that examines how
individuals view an organization.
• Based on the single question : “How likely is it that you would recommend [organization X] to a friend or colleague?”
• Respondents are asked to answer this question on an 11-point scale ranging from 0 (not at all likely) to 10 (extremely likely) (see Figure 1).
DETRACTORS(0-6)
PASSIVES(7&8)
PROMOTERS(9&10)
NET PROMOTER SCORE (NPS) = % of Promoters less % of Detractors
Global Customer Experience
Net Promoter Survey Overview
Sales Team’s responsiveness to
requests
Continuity of your Account Team
Time to deliver orders meets your business
needs
Time to resolve technical issues with desktops and
notebooks
Range of services & solutions that meet
your needs
Account Management
Order Management Product Quality Value Tech Support Service &
Solutions
Net Promoter Score (NPS) – The Loyalty MetricOverall, how likely would you be to recommend Dell to a friend or colleague?
Category Satisfaction (helps us determine drivers of NPS)
Progress in Key Improvement Areas (helps us track progress between diagnostic surveys)
What would you tell a friend or colleague to get them to consider Dell?
Promoter (9-10)
What could Dell do to make you extremely likely to recommend us (i.e. give a score of 9 or 10)?
Passive (7-8)
What could Dell do to make you more likely to recommend us (i.e. give a score of 7 or more)?
Detractor (0-6)
Most important thing Dell can do to improve Customer Experience.
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Global Customer Experience
Lead times meet needs
Online order management
support
Comm during order process
Delivery as promised
Defect free orders
Resolving order issues
Invoicing & payment process
Impa
ct o
n O
rder
Man
agem
ent
Performance % Satisfaction
Prioritize
Improve
Leverage
MaintainLower Performance Higher Performance
High
erIm
pact
Low
er Im
pact Lead times
meet needs
Online order management
support
Comm during order process
Delivery as promised
Defect free orders
Resolving order issues
Invoicing & payment process
Impa
ct o
n O
rder
Man
agem
ent
Performance % Satisfaction
Prioritize
Improve
Leverage
MaintainLower Performance Higher Performance
High
erIm
pact
Low
er Im
pact
* Small sample size for Fast Track customers (n=85)
“Almost every time I order from Dell the item arrives to me before the tracking information is available online. This is very frustrating.”
“The given lead times are completely unreliable, although in a positive direction - I always receive my order well in advance of the estimated delivery date..”
ORDER MANAGEMENT EXAMPLEExample NPS Analysis – Order Management
Global Customer Experience
Example Improvement Programs
Customer Feedback Programs
Customer issues
Single Point of Entry
Cancellations Rebook Team
Lead times Fast Track
Global CE
Best Practice - Closed Loop Feedback
SFDC task for each DetractorEmail with link to SFDC rating
• ISM and RSM are informed of Detractor feedback within 24 hours of Customer’s survey completion.
• Sales Manager calls Detractor within 2 days to determine root cause and address concerns.
• Sales Manager enters detailed comments about root cause and resolution in SFDC task.
Global Customer Experience
Best Practice – Closed Loop Feedback
Global Customer Experience
Best Practice – Closed Loop Feedback
Global Marketing | Social Media and Community
Why Social Media?
If Facebook were a country... it would be the world’s 4th largest. (400M+ members)
4 out of 5 internet users are members of social networks
1 of every 6 minutes online are spent in member communities
34% of bloggers post opinions about products and brands
25% of search results for top 20 brands are links to user-generated content
We are in the Connected Age - Evolved from past Internet, Information Ages
Global Marketing | Social Media and Community
Our Vision Deliver breakthrough social commerce innovation
Grow vibrant communities inside & outside of Dell
Create word of mouth groundswell of customer
promoters
Transform Dell through active listening & responding
Global Marketing | Social Media and Community
Failing to Listen & Respond to Social Media can affect Customer Sentiment
• 12/3 Order delay posts hit Forum with 1st acknowledgement 12/17
• No Dell response until 2/17 when Lisa G offers to help AW customers with sentiment shifting & customers begin promoting & referring Lisa to other customers
Case StudyAlienware Delays
12/17 Dell acknowledges
general delays & offers “holiday card”
Customers get multiple delays: “Shipping date: Originally was 12/4/2009; however now every 6-7 days they keep delaying
the delivery date out another week”
2/17 Dell acknowledgement” I have recently been monitoring this forum and reading the posts. I see multiple people extremely frustrated, which each and everyone of has the right to be, as you've been waiting on a
premium system being delayed time after time…”. Requests come immediately
Post 2/17-Sentiment shifts 60%+ & referring Lisa
*Issue has 35K views on forum w/ 600 replies
Global Marketing | Social Media and Community
Listening and Response Engine
Customer
Customer Service & Fulfillment
Customer Service & Fulfillment
Product Group & Professional
Services
Product Group & Professional
ServicesCommunicationsCommunications Marketing & OnlineMarketing & Online SalesSales
Embed Responders and SMEs across critical parts of the organization to close loop w customer
Closed Loop Response EngineEarly Warning System
Drive for Root Cause ID
Storm Sessions / IdeaStormClosed Loop ProcessImplement Changes
Thank / Surprise / DelightCreate Movement
Brand Ambassadors
Global Marketing
Communications Approach• Leadership
– Updates and key programmes to be communicated in all Town Halls and All Staff meetings
– Including updates on performance and projects
• Manager Toolkits– Enable them to understand and communicate –
what NPS is, why customer loyalty is important and how we are doing, what influence their team can have.
– Encourage to reward and recognise team members who are going the extra mile
• Individuals– Messaging, Performance Plans, WATD
Newsletter
Global Marketing
Key Messages to Employees• We are ONE team that is united in
helping our customers grow and thrive.
• By working as one team - sharing information and collaborating between teams we can drive customer centric behavior and ensure our customers get the service and support they require to delight them and drive loyalty .
• Personal ownership is critical to the success of Dell and each of our actions are critical to ensure that customers have peace of mind for selecting Dell as their partner of choice and be willing to become Dell advocates.
Global Marketing
Key Messages to Employees• Understand that each touch point of
a customer journey is critical and whatever team or function has a role to play. We are all links in this chain.
• Getting it right the first time is essential. Resolving quickly and faultlessly is the only way.
• Enjoying the role that each of us has to play in the customer journey is essential to the long term success of Dell.
Global Customer Experience
WHYIS IT
IMPORTANT?• “Dell will go out of it's way to ensure the
customer is happy”
• “My experience with both Sales and Support has always been world class”
• “The products are excellent, but more importantly, the support behind them is exemplary”
• “Dell is the leader, period”
• “Dell has the best solutions for all your personal and business requirements. We use Dell exclusively for home, business and fun”
Global Customer Experience
WHYIS IT
IMPORTANT?• Loyal customers spend more, refer
others & stay longer
• Drives employee engagement
Global Customer Experience
IS NOT A METRIC,IT IS A
LOYALTY
PERMANENT WAY OF LIFE
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Thank You