Building Value for the Customer Experience Through Voice of the Customer Intelligence

Transcription

1 30 30 th th Anniversary Anniversary SCIP SCIP International International Conference Conference & & Exhibition Exhibition MAY MAY , 14, ATLANTA ATLANTA MARRIOTT MARRIOTT MARQUIS MARQUIS ATLANTA, ATLANTA, GEORGIA GEORGIA Building Value for the Experience Through Voice of the Intelligence presented by: Lisa Hicks, Vice President, Maia Strategy Group Corbin Miller, Senior Manager, Maia Strategy Group Paul Santilli, Senior Manager, WW OEM Business Intelligence and Insights, Hewlett Packard

2 During this session we will provide a fundamental understanding of B2B Voice of the Primary Qualitative Research Key takeaways will include: An understanding of the stages of a VOC research program How to design the research plan/scope How to construct research questions that encourage thoughtful candid responses A discussion on effective interviewing techniques Examples of how to quantify qualitative findings A review of the types of deliverables that are most meaningful to stakeholders

3 Agenda Impetus Behind HP OEM s VOC research Vendor Selection Process Structure of the Research Scope Methodology of the Research Methodology of the Analysis Key Learnings Structure of the Deliverables

4 HP s OEM Division Places Significant Value on Feedback

5 Key Steps of the Engagement 1. Design of the Research Scope 6. Interim Research Updates 7. Complete Research 2. Development of Discussion Guides 5. Initiate Research 8. Conduct Analysis of Findings 3. Kick-off with the Team 4. Identify Participants 9. Create Final Deliverables

6 Developing the Project Structure Discuss Objectives Understand the key objectives of the project Balance priorities along with budget and time constraints Determine Geographic Reach What geographic coverage was required? What nuances by region would be important to understand? Develop Discussion Guide What did HP want to learn? What drill-downs were required?

7 Executing the Research minutes were allowed per interview A set of 6 discussion topics, each with several drill-down questions were developed All 6 top-level discussion topics would be addressed with every participant Drill-down questions would be addressed as appropriate HP OEM Account Managers were tasked with identifying willing participants With only 10 minutes to address each question and sub-questions, it was critical to balance capturing depth of each response against completing the entire interview

8 Development of the Discussion Guide Purpose of the Discussion Guide Establish a set of topics to be covered in all interviews Guide discussions to ensure that respondents address the research objectives Ensure consistency from respondent to respondent Facilitate analysis of perspectives and identification of trends Characteristics of Strong Questions Encourage respondents to provide indepth, candid responses Maximize the use of open-ended questions so as to encourage candid unfiltered feedback Develop sub-questions that drilldown to understand: o Why the answer is important o In what ways does it impact the customers business o What would be the ideal solution o What unmet needs exist

9 How and why did you select HP as your OEM provider? Please describe your selection and decision-making process What were your most important selection criteria? How did HP compare to other vendors you were considering? What are the factors that differentiated HP from other providers? In what areas was HP at a disadvantage compared to other competitors? How did HP s hardware offering compare to that of other competitors? What would have made HP a more compelling or attractive choice? What should HP do differently? Question Examples Where was HP competitive/not competitive?

10 ~45-60 minutes 30 th Anniversary SCIP International Conference & Exhibition Interview Format Project Overview & Background Re-familiarize the respondent with the project goals and objectives provided in advance of the call Respondent Anonymity To encourage candor, the respondent was reminded that responses would be kept anonymous and used in aggregate Ask Questions & Drill-down / Follow-up Questions Typically follows the order of the discussion guide, but may deviate depending on the flow of conversation Beyond the Discussion Guide Provide the respondent with the opportunity to share any topic not covered Conclude the Call Ask if they would be open to an additional interview if further clarification would be helpful

11 Interim Updates Deliverables Executive Summary Guides Success Response Rate Interviews Completed Detailed Findings-to-Date Challenges Progress Against Plan Reprioritization Needs for Clarification Watch for common themes -If there is no consistency across early interviews, you may need to refocus the discussion guide Tells The Story of what was Learned Key Findings Summary Heat Maps of Positive / Negative Feedback Pareto Charts / Analytical Frameworks Calls to Action Catalog the feedback collected across the entire interview set - Segment as appropriate (e.g., by region) Depending on sample size, determine a threshold for inclusion in the executive summary - This ensures that singular perspectives are not presented as themes

12 Key Learnings Investigate similarities / differences between new and seasoned customers Interpret responses based on familiarity with company and products / offerings Competitive Differentiation: Perspective vs. Reality Evaluate priorities and determine biggest ROI changes Double-Click Areas: Specific environments needing attention / further investigation Global vs Regional vs Country Actions: Continuous feedback Knowledge / awareness of improvements Ongoing measurement

13 SANITIZED DELIVERABLE SLIDES

14 Focus Areas APJeC EMEA Americas Global Summary Key Findings = Positive Opinion +/- = Mixed Opinion = Negative Opinion (v) = Vendor Selection (o) = Onboarding (a) = Account Management (v,a) Issue #1 (o,a) Issue #2 (v) Issue #3 (o) Issue #4 (o) Issue #5 (v,o,a) Issue #6 (v,o) Issue #7 (o) Issue #8 (v,a) Issue #1 (o,a) Issue #2 (v) Issue #3 (v,a) Issue #1 (o) Issue #8 (v,o) Issue #7 (v) Issue #3 (v,a) Issue #1 (v,o,a) Issue #6 (o,a) Issue #2 (v) Issue #7 (o) Issue #8 (v,a) Issue #1 (v) Issue #3 (o,a) Issue #2 (o) Issue #4 (o) Issue #7 (o) Issue #10 Key Action Items Action Item: A Action Item: D Action Item: B Action Item: C Action Item: E Action Item: F 14

15 Priority Area 3 Priority Area 2 Priority Area 1 Cross-regional Findings = Positive Opinion +/- = Mixed or No Opinion = Negative Opinion APJeC EMEA Americas Issue #1 Issue #2 Issue #3 +/- Issue #4 Issue #5 +/- Issue #6 Issue #7 +/- Issue #8 +/- Issue #9 +/- Issue #10 Issue #11 Issue #12 Issue #13 Issue #14 +/- 15

16 s were overwhelmingly positive in identifying the factors considered in favor of selecting HP, however the negative factors were almost entirely limited to HP s XXXXXXXXX GLOBAL Vendor Selection & Competitiveness Key Drivers Cited in Selection of HP Driver #5 Driver # Driver #2 Number of Responses Driver #4 Driver #3 16

17 The majority of customer-driven calls to action could be addressed with improvements to XXXXXXXX: 3 items account for 70% of XXXXXXXXX-related customer challenges 7 120% % 3 56% % 81% 88% 94% 100% 100% 80% 60% 2 34% 47% % 1 19% 20% 0 Challenge #1 Challenge #2 Challenge #3 Challenge #4 Challenge #5 Challenge #6 Challenge #7 Challenge #8 Challenge #9 Challenge #10 0% Action Item: A Action Item: C Action Item: D Action Item: F Action Item: B A red outline indicates a weakness related to Issue #4. Other items are not related to Issue #4 Action Item: E 17

18 Q&A

19 Thank You for Joining Us Today!