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Table 2-1: Old Economy vs. New Economy. Measuring (and Acting upon) Customer Satisfaction . Description of Cisco processes for Data Gathering Driving Action from the Data. Data. Tell the Customer !. Goals. Analysis. Progress Metrics. Drivers. Initiatives. Truly Loyal. Accessible.

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Measuring (and Acting upon) Customer Satisfaction


Data

Tell the Customer !

Goals

Analysis

Progress Metrics

Drivers

Initiatives


Satisfaction motivation

Truly Loyal

Accessible

Trapped

High Risk

Satisfaction Motivation

Reward for Performance

Increasing Company Value

Cisco

Strong emphasis on customer satisfaction

Revenue

Loyalty

Stock ownership

Cisco Bonus Program

Time

Customer Satisfaction and Loyalty


The complete measurement process
The Complete Measurement Process

Relationship Survey

“Annual Sat Survey”

Broad representation of all End-Users

Partner served customers

All theaters, all people

15 to 20 minutes Length

Indications / Directions

Overall Satisfaction

Loyalty factors

Experience satisfaction :

Pre-Sales Team, Post-Sales

Software, Products

indicate

Digging / More Info

Follow-on surveys

EMBU Product Surveys

Focus groups / TAGs

Product Beta tests

Understanding

Selected Customers

Particular subjects

Could be deep & long

understand

measure

Ongoing Tracking

TAC Bingo

Cust. Service survey

CCO Satisfaction

Internal Measures :

On time shipment

Bugs per week

Transaction

Every User

Every time

Small & Quick

We need all three layers to Measure and Improve Customer Satisfaction


Continuous flow annual satisfaction measurement
ContinuousFlow – Annual Satisfaction Measurement

Replies = Data

Sources

“One-byOne”

Field Sales

Anyone at Cisco

Channel Partners :

www.cisco.com/go/pal/

“Mass Upload”

TAC case customers

Web users

Networkers attendees

Etc.

Invite

Analysis / Actions

Start 1 August

Stop 15 July

Bonus Calculations 30 Apr

Invitations / Replies Thru-Out the Year = It’s a Continuous Process

A Particular Person gets ONE survey during the year = It’s an Annual“event”


Real time invitations cisco and partners
Real Time Invitations: Cisco and Partners

Cisco: Web Based Names Tool

Cisco Partners:

External Portal

And

Web Based Names Tool

SEARCH company Name database

SEND Options


Customer information gathered
Customer Information Gathered

  • Sample Information Includes

    • Name, e-mail, Country

    • Account Manager and System Engineer

    • Sales Hierarchy ( Theater, Area, Operation, Region )

    • Partner Name sending invitation

  • Cisco Standard Company (CSC) name

    • Global Ultimate ID - GUID

    • Company Target ID - CoTgtID

    • Company site ID ( future )

  • Customer Input

    • Co. Size, Market Type, Role in Company

    • Cisco Products in Use

    • Follow-up Contact Y/N ? & Release Info to Partners Y/N ?

    • Name, phone, address for further contact




Annual Survey Questionnaire :http://survey.walkerinfo.com/MZTEST0


Tac bingo customer survey
TAC “Bingo” Customer Survey

BINGO survey for every Closed TAC case


Reporting tools allow wide access to results
Reporting Tools Allow Wide Access to Results

Scoreboards

Fixed Format Reports

GUID and CoTgtID codes allow Company Specific Reporting too


36%

47%

3%

2%

Truly Loyal

Truly Loyal

Accessible

Accessible

Trapped

Trapped

High Risk

High Risk

32%

29%

29%

21%

We Compare Cisco to Others via BenchmarksSource : “Analysis of Cisco Customer Loyalty – Walker Information Oct, 2002

IT Benchmark Network Sector (Excl. Cisco)

2002 National IT Customer

Benchmark Study - Cisco

IT Benchmark Total (Incl. Cisco)

GUID and CoTgtID codes allow Company Specific Loyalty


Ok we have a bunch of data so what
OK - We Have a Bunch of Data . . . So What ?

What are the Key Drivers of Satisfaction and Loyalty ?

  • “This finding supports previous analyses that have shown that for customers worldwide (regardless of loyalty level), satisfaction towards Cisco is largely driven by how they perceive interactions with the Account Team, HardwareProducts and Post-Sales Technical support” - (Walker National Benchmark study)

  • “Three separate analysis techniques were employed to rigorously test which key areas influence whether a customer is Trapped or Truly Loyal. All three analyses confirmed the same key areas:”

    • Hardware Products

    • Account Team

    • Post-Sales Technical Support

      - (Analysis of FY-02 Cisco data)

Source : “Analysis of Cisco Customer Loyalty – Walker Information Oct, 2002


Taking action to improve support satisfaction
Taking Action to Improve Support Satisfaction

  • WalkerInfo Computes relative Impact, or Importance - Timely Case Closure is seen to be the Biggest Driver of Post Sales support

    • Lower Sat level too, so there is plenty of “Runway” around this issue.

  • CA Initiatives for FY-03:

    • TRIP – Timely Resolution Improvement

    • Re-Launch of TAC-WEB site

    • PSI – Product Serviceability Improvement

    • Low Score Follow-Up Process



Post Sales Support ( cisco )

Real Time, Web based Reporting

Customer Advocacy takes Goal on overall Support Q# 34

The TAC team watches this Number

While BINGO Q #3 is the Business metric


Communicating in cisco my customer pages
Communicating in Cisco “My Customer” Pages

Note: Demo Data

Low Score

Alerts

Consolidating Customer Sat information as well as Service and Sales Initiatives

For Top 3,000

accounts

Satisfaction,

Loyalty by

Customer

Company Specific Scores and Alerts


Communication to customers survey participants see this link in the thank you note
Communication to CustomersSurvey Participants See this Link in the Thank-you note

http://www.cisco.com/warp/public/750/cust_sat/strength_areas.html


The action process
The Action Process

Customer Follow-up

Phone Interviews. . .

Low scores - Contact

Annual Survey :

Indications

Goals

Transactional :

Timely Data

Running Metrics

Trends

Comments :

Extra Information

  • “Overall” surveys gives Directions and Goals- ANNUAL

  • Initiatives Delivered by Business Owners

  • Transactional measures for tracking – eg: TACBINGO


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