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7 February 2012, N3WStrategy, Amsterdam
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Patrick Lerou & Floris Regouin
NPS Event - Amsterdam
February 7, 2012
The impact of social listening
Confidential NPS Event - Amsterdam, February 7, 2012
Survey…
2
Confidential NPS Event - Amsterdam, February 7, 2012 Source: Mckinsey Quarterly - The_consumer_decision_journey
The consumer journey – traditional way
Confidential NPS Event - Amsterdam, February 7, 2012
Very high internet penetration in the
Netherlands
85% of population active online
70% of online users shopped online
Average spend €386 per person
Online trends
source: European Online Retail Forecast, 2010 To 2015, Forrester
Online retail market will grow to
over €6 billion
80% of Dutch consumers will buy online
Major categories:
• Consumer Electronics
• Clothing
• Event Tickets
How now to benefit and keep up
with this online growth?
2010 2015
Confidential NPS Event - Amsterdam, February 7, 2012 Source: Mckinsey Quarterly - The_consumer_decision_journey
The consumer journey
Confidential NPS Event - Amsterdam, February 7, 2012
Social Media actively used to create brand
preference for Philips
Wake Up The Town An Arctic Experiment
6
Confidential NPS Event - Amsterdam, February 7, 2012 7
#VTwonen
Confidential NPS Event - Amsterdam, February 7, 2012
Confidential NPS Event - Amsterdam, February 7, 2012
Confidential NPS Event - Amsterdam, February 7, 2012
Using Social Media channels to engage
with consumers in conversations
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Confidential NPS Event - Amsterdam, February 7, 2012
>50 countries
>30 languages
>30 million web visitors
>150 million page views
>15 million software downloads
>250 thousand surveys
60.000 products supported online
worldwide
5 business product groups
>30 product categories
Millions of interactions via repairs &
exchanges
The Challenge
Global Consumer Care
Ad Hoc
CRM/Loyalty
Programs
Multiple
consumer
databases
Global Service
Network
13 Different
Reporting
7 Different Case
Mgt / CRM
Systems13 Different
KPIs/SLIs
Over 130
Local Contact
Numbers
Direct Link
between
Web and CC
Standardized
Training
Multiple
Insourced Call
Center Ops.
3 Service
Networks used
for Call Center
10 Call Center
Vendors
Standardized
Feedback
Process
7 Philips
Online Shops
Consumer Care Online
Confidential NPS Event - Amsterdam, February 7, 2012
#Sonicare – The Case
Confidential NPS Event - Amsterdam, February 7, 2012
Methodology
Confidential NPS Event - Amsterdam, February 7, 2012
Confidential NPS Event - Amsterdam, February 7, 2012
EX
TE
RN
AL
DA
TA
IN
TE
RN
AL
DA
TA
1.511 websites / domains
5.718 call logs/NPS free texts
Confidential NPS Event - Amsterdam, February 7, 2012
Insights
Quality
Speed
Life expectation
Battery
Timer function
Hygiene How to brush?
How does product work?
Right product?
Customer Service
Highly positive perceived
Confidential NPS Event - Amsterdam, February 7, 2012
Converting heavy negative detraction into positive
sentiment
Consumer Care Web NPS
Content
updates
Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec.
Confidential NPS Event - Amsterdam, February 7, 2012
Reduction call center calls
18
Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec.
Content
updates
-33%
Confidential NPS Event - Amsterdam, February 7, 2012
Lessons learned
Consumer
Language
Mindset No resources,
No execution
All insights
important
Testing
Testing
Confidential NPS Event - Amsterdam, February 7, 2012
@Lerou
http://nl.linkedin.com/in/patricklerou
06 1056 3078
20
@FlorisRegouin
06 2139 7773
http://nl.linkedin.com/in/florisregouin
21
