The Inside Stories Behind Today s Most Successful Customer-Centric Companies
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1 W E B C A S T S E R I E S The Inside Stories Behind Today s Most Successful Customer-Centric Companies July 24, pm to 3 pm EDT
2 Featured Speakers Bob Thompson Founder & President Rob McCabe VP, Global Support Bill Bradley VP Marketing & Business Development
3 CEM is a Core Business Function Just Like Traditional Operations Bill Bradley VP Marketing & Business Development
4 CEMDNA Playbook Strategy
5 Customer Centricity: A Culture of Serving Customers Bob Thompson Founder & President CustomerThink, Inc.
6 6
7 What is customer-centricity? Serving customers in a way that also creates value for the company, employees and stakeholders Bob Thompson 7
8 But Remember, Serving Customers Is Not Just for the Customer Service Department! Developers serve customers by creating solutions to help customers achieve their goals Plant managers serve customers by producing high-quality products that don t fail Marketing managers serve customers by knowing their communication preferences Sales professionals serve customers by providing insight to solve business problems Call center agents serve customers by resolving problems with speed and empathy 8
9 Customer-Centricity is a Journey, Not a Destination Maturity Stages 9
10 Q: Why is Customer-Centricity Worthwhile? A: Loyal Customers Drive Better Business Performance 10
11 CBM Index Customer-Centric Leaders Outperform Competitors 5.00 CBM Index by Competitive Position Customer-Centric Effectiveness Far Behind Behind Equal Ahead Far Ahead Competitive Position 11
12 Five Customer-Centric Habits Drive Lasting Success Copyright 2014 CustomerThink Corp. 12
13 LISTEN: To Customer Needs and Feedback Voice of Customer program integrated with TripAdvisor I CARE customer service program Online University provides interactive webinars, videos and learning programs Three levels of General Manager training 13
14 THINK: Make Smart, Fact-Based Decisions Predictive analytics displays hotel options most likely to meet customer demand based on real-time availability, inventory by class, rate deals, reviews, purchase frequency. 14
15 EMPOWER: Give Employees Authority to Serve Engaged employees are not just committed. They are not just passionate or proud. They have a line-of-sight on their own future and on the organization s mission and goals. They are enthused and in gear using their talents and discretionary effort to make a difference in their employer s quest for sustainable business success. Herb Kelleher, Southwest Airlines 15
16 CREATE: Value for Customers and Company 16
17 DELIGHT: Exceed Expectations, Be Remarkable! Intuit Design for Delight Empathy Ideas Experiments We want to delight our customers so profoundly, they can t imagine going back to their old ways. To accomplish this mission, we employ Design for Delight. Quite simply, it s how we innovate at Intuit. D4D is three principles and a set of methods that can be applied consistently throughout the development process, with the end goal of delighting customers. 17
18 Performance = Leadership + Organization Habits Our vision is to be earth s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online. CEO Jeff Bezos 18
19 The Amazon Way: Jeff Bezos Obsess Over Customers If you re truly obsessed about your customers, it will cover a lot of your other mistakes. Invent You need to listen to customers, but they won't tell you everything. You need to invent on their behalf. Think Long Term Most initiatives we undertake take 5 to 7 years before they pay any dividends to the company. Source: YouTube 2011 ( 19
20 Coming Soon? 20
21 Amazon 5 Year Stock Price vs. S&P 500 Amazon S&P
22 Closing Thoughts 1. Customer-centricity is an accelerator for a sound business strategy, not a quick fix 2. Culture is the way we do things around here, not slogans in the annual report 3. Customer-centric success requires aligning employee wins with customer value delivery 22
23 !!!!!!!!!!!!!!!!! Thank You! Bob Thompson, CEO CustomerThink HookedOnCustomers.com Special 30% Webcast Discount! Discount code: ABV4KLGQ Final Price $14 23
24 Decision Making in the Age of the Customer: Competing with Analytics Rob McCabe VP, Global Support CA Technologies
25 Decision Making in the Age of the Customer: Competing with Analytics Rob McCabe Vice President, Support July 24, 2014
26 The world s most successful businesses put CA at the Center technologies OVERALL POSITIVE VENDOR RATING FROM $600+ MILLION INVESTED ANNUALLY IN 35+ YEARS MANAGING COMPLEX IT GARTNER, INC. 1 SOFTWARE DEVELOPMENT ENVIRONMENTS NAMED IN TOP 20 COOLEST CLOUD COMPANIES 47 OF FORTUNE TOP 50 AND 96 OF FORTUNE 100 ARE $ 4.6 BILLION ANNUAL REVENUE AND BY CRN (2013) 2 CUSTOMERS STRONG PROFIT 1 Gartner, Inc.; Vendor Rating: CA Technologies ; Cameron Haight, et al; March 26, Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings. Gartner research publications consist of the opinions of Gartner s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties or merchantability or fitness for a particular purpose. 2 CRN, March 2013 Information based on Fortune 100 out of the Fortune 500 listings published as of 2013 according to grouped industry data compared to CA s customers that have licensed more than one CA product as of March 31, CA. ALL RIGHTS RESERVED.
27 Customer Success and Support at CA Mission Ensure that customers and partners achieve their desired outcomes and expected business value Customer Support 250K cases/year 900 employees 24 global sites 9 languages 24x7 Customer Success Customer Experience Managers Customer lifecycle management VoC programs (CSat, NPS + more) Communities and social media Premium services CA. ALL RIGHTS RESERVED.
28 Multi-Year Customer Satisfaction Trend FY09 FY10 FY11 FY12 FY13 FY14 CA CONFIDENTIAL CA. ALL RIGHTS RESERVED.
29 Net Promoter System Proven loyalty management system NPS #1 for customer loyalty Support a top-3 driver (Promoters and Detractors) CX a core driver of NPS (Forrester data) We re in the center: CX to NPS to loyalty to growth CA. ALL RIGHTS RESERVED.
30 CA s Intended Customer Experience ONE TEAM YOUR SUCCESS EVERY DAY It feels like Trusted Expert Collaborative Customerfocused Proactive Easy Reliable Consistent Committed It means that CA is A long-term, trustworthy partner Reliable, with exceptional technical, and industry expertise to drive business outcomes Collaborative internally to leverage collective knowledge, and externally to find business outcomes that fit customer environments Making customers success our success Reaching out to prevent problems beforehand Doing business how and when customers want Consistent and accurate with information, advice, and assistance Ensuring customers success throughout the relationship CA. ALL RIGHTS RESERVED Forrester Research, Inc. Reproduction Prohibited 30
31 Our intent: the CA Technologies Customer Experience One team. Your success. Every day CA. ALL RIGHTS RESERVED.
32 Thanks For Your Participation Special 30% Webcast Discount! Bob Thompson Founder & President Tel.: 619/ Rob McCabe VP, Global Support Tel.: 508/ Discount code: ABV4KLGQ Final Price $14
33 Requests for Information Bill Bradley VP, Marketing & Business Development Omega Management Group Corp. Tel. 978/ Check for upcoming webcasts at
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