sound customer strategy
DESCRIPTION
Company overview of Sound Customer Strategy. We provide loyalty solutions and transform customer experiences.TRANSCRIPT
CompanyOverview
ColinBrogan
March2009
CompanyOverviewSoundCustomerStrategyMarch,20092
OurMission
Empowerourclientstoimproveloyalty,customervalue,andwordofmouthbydeliveringbestinclassadvisoryservicesandenabling
technologies
ProgramDesignNetPromoter®CerDfiedconsultantsdesignloyaltyprogramsthatintegratethevoiceofthecustomerintothedailyoperaDonsofyourbusiness
Implementa6onWesourcethesurvey,analysisanddistribuDonplaGormtosuittheneedsandscaleofyourenterprise.Toensuresuccess,weprovideexpertguidanceinloyaltybestpracDcesandchangemanagement
CustomerExperienceΔ®WeturnVOCintoinsighttochangethewayyoudobusiness.WeanalyzefindthekeydriversofloyaltyandfacilitatechangethroughstrategicacDonplanningandcustomerexperiencedesign.
CompanyOverviewSoundCustomerStrategyMarch,20093
Wehelpyoudeployopera&onalloyaltyprograms
Loyaltyprogramscantakemanyforms.SomeareorientedaroundincenDvesandpointstochangecustomerbehavior.OthersemphasizeintegratedandeventbasedmarkeDng.WhilethesecanbepowerfuliniDaDves,theydon’thelpyoumeasureandmanageloyaltyordrivecustomercentricitywithinyourbusiness.
SoundCustomerStrategybuildsoperaDonalloyaltyprograms.WeenableyourbusinesstogatherintuiDveloyaltymetricsthroughshortsurveys.YouanalyzeanddistributeVOCthroughanonlineplaGorm.YouclosetheloopwithcustomerstoneutralizeissuesandidenDfyrootcauses.Andyoupinpointwhatdrivesloyalty,allowingyoutoprioriDzeinvestmentsandimproveloyalty
CompanyOverviewSoundCustomerStrategyMarch,20094
OperaDonalLoyalty:PuUngvoiceofcustomerintoacDonIntegraDngVOCintothebusinessiswhatseparatesoperaDonalloyaltyprogramsfrommeremarketresearchstudies.ItallbeginswithasimpleloyaltymetricsuchasNetPromoter®.
Loyalty,notsaDsfacDon Linkstoindividualbehavior Linkstocompanygrowth
Shortsurveys Easytocommunicate
CompanyOverviewSoundCustomerStrategyMarch,20095
HowoperaDonalprogramswork
RelaDonshiporTransacDonal
Survey
1 Youselectametric–whetheritisaclassicNetPromoter®Scoreoradifferentmeasureofloyalty.Dependingonthenatureofthebusiness,youmaychoosetosurveycustomers(byphone,email,paperorfacetoface)onaperiodicRela&onshipbasis,orbyamorefrequentTransac&onalprocess.
ClosetheLoop
2 InandoperaDonalprogram,youmustclosetheloopwithcustomers.Dependingonyourstrategy,youmaywanttoreachoutfirsttoDetractors(disloyals),orhavepersonalconversaDonswithallcustomers,tonegateissuesandnegaDvewordofmouth,andlearnmoreaboutcustomerneeds.
ActonVoiceofCustomerData
3 IdenDfykeydriversofloyaltythroughquanDtaDveandqualitaDveanalysis;idenDfyanddistributebestpracDces;workcrossfuncDonallytodevelopaprioriDzedplanofacDontoimprovethecustomerexperience
CustomerExperienceΔ
4 YoumustrepeattheprogramconDnuously,andingrainthedisciplineintothefabricofyourorganizaDon.Eventually,youwillshicfocusfromthecurrentexperience,tocreaDnginnovaDvetreatmentstrategiesbasedontheexpressedandunconsciousneedsofyourcustomers.
CompanyOverviewSoundCustomerStrategyMarch,20096
Measureloyalty,acrossthecustomerexperience
Purchase Delivery Service Use Repurchase
NPS%Measureonarela6onshipbasistodetermineoverallloyaltyandthelifecycleexperiencesthatdriveit
NPS% NPS% NPS% NPS% NPS%
Measureonatransac6onalbasistoimproveteamperformanceandimprovetouchpointexperiences
UsequanDtaDveandqualitaDveVOCtoprioriDzeyourfocusforCustomerExperienceΔ
DeterminestrongestrelaDonshipsbetweentouchpointmetricsandloyalty,idenDfygapareasandprioriDzeyourinvestments
CompanyOverviewSoundCustomerStrategyMarch,20097
It’snotthemetric,it’stheacDon
AnoperaDonalloyaltyprogramisanenterpriseiniDaDve.Assuch,itrequiresacomprehensiveapproachtochangemindsandinspireacDon
CompanyOverviewSoundCustomerStrategyMarch,20098
Endgame:Generatepromoterstopowergrowth
Promotersaremorelikelytorefer,makeaddiDonalpurchases,andhavelongertenure–thustheycontributehighervaluetoyourbusinessoverDme.Youmustfindwaystocreate
promoters,andminimizedetractors,tomakeyourbusinesssoar.
Promoter
Passive
Detractor
mostvaluablecustomers
LifeDm
eValue
Index
0
‐25
100
50
belowzeros
IllustraDveexample
CompanyOverviewSoundCustomerStrategyMarch,20099
ProgramDesign ImplementaDonCustomer
ExperienceΔ®
TechnologyPlaGorm
ChangeManagement
ExperiencedNetPromoter®ConsultantsdesignacomprehensiveloyaltyprogrambasedonprovenbestpracDces.YourimplementaDon‐readyplanwillincludesurveydesign,datastrategy,technologyplaGorm,closedloopdesign,governance,communicaDons,andCustomerExperienceΔ®plan.
WeworkwithyoueverystepofthewaytodeployanonlineplaGormthatwillpoweryourprogram.Yoursystemdeployssurveys,integratesfinancialandoperaDonaldata,analyzesinsightsanddistributesinformaDonacrossyourenterprise
Weknowtheenablers,andbarriersofloyaltyprogramsuccess.Wewilldothehardworkofdesigningtherightprocessesand
insDllingculturalchangesneededtoaligntheorganizaDonaroundacDon
WeprovidethoughGulanalysistodiscoverwhatdrivesloyaltyinyourbestcustomers,andwhatchangesmustbemadeateachtouchpointtoimprovethecustomerexperience,increaseloyalty,andlockingrowth.
OurOfferings
CompanyOverviewSoundCustomerStrategyMarch,200910
OurOfferings
ProgramDesign Implementa6on CustomerExperienceΔ®
LoyaltyWorkshop
ProgramAssessment
ProgramPlan
ChangeManagement ResultsAnalysis&PresentaDon
StrategicAcDonPlanning
CurrentStateTouch‐map
CustomerNeedsAnalysis
CustomerExperienceDesign
LoyaltyProcessDesign
FieldEnablement
Training/EducaDon
TechnologyPlaGorm
VendorRequirements&SelecDon
ImplementaDonManagement
CompanyOverviewSoundCustomerStrategyMarch,200911
ColinBrogan,ManagingPartner
ColinBroganisthefounderofSoundCustomerStrategy.HisNetPromoter®CerDfiedteamensuresthatenterpriseloyaltyiniDaDvesadheretoprovenbestpracDcesandresultinbothoperaDonalandstrategicbenefits.
HehasworkedwithFortune500companiesacrossmulDpleindustries,forgingenterprisecustomerexperiencestrategiesthatengenderloyalty.
Previously,Mr.BroganheldleadershipposiDonswithSatmetrixSystems,theco‐developeroftheNetPromoterloyaltymethodology;andPeppers&RogersGroup,whereheledconsulDngengagementsincustomerexperiencedesign.Healsolaunchedthe“CustomerJourney”ownerexperienceiniDaDveatMercedes‐BenzUSA.
ColinreceivedhisMAinPublicAffairsfromtheUniversityofConnecDcut
FuncDonalExperDse CustomerExperienceDesign NetPromoter®ProgramDesign&Best
PracDces CRMCustomerStrategy TouchpointAnalysis ProgramImplementaDon
IndustryExperience Healthcare
ComputerSocware
AutomoDve
Government
PharmaceuDcal
TelecommunicaDons
