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In uncertain times, companies are bombarded with messages telling them to be cautious, watch for danger, heed warnings, and avoid hazards.
We believe input from your customers is far more important.
A solid and well implemented customer strategy can be the key ingredient in a successful plan to emerge from tough times as a clear market leader.
EXISTING
GROWMARKETSHARE
MARKETEXPANSION
RETENTION& CROSSSELLING
INNOVATION
NEW
NE
WE
XIS
TIN
G
CU
ST
OM
ER
S
PRODUCTS
Walker’s growth framework helps companies organize their strategies
for customer-focused growth. Organic growth occurs in four ways
depending on customers and product strategies — customer retention
and cross selling, growing market share, market expansion, and new
product innovation.
ARe you poiSed foR exploSive gRowth?
Some companies accept a period of zero growth
or modest declines. However, others are turning to
their customers to advance their growth strategies.
Higher customer retention and improved cross-
selling, better identification of new opportunities,
more effective innovation, and more accretive
acquisitions are all part of the customer-focused
approach to achieving explosive growth.
ExplosivE growth ahEad
Where do you invest your resources for innovation? What product
enhancements should be addressed? What problems do your
customers need help solving?
Understanding what matters most to your customers can provide the
guidance needed to make more effective investments in innovation.
ARe you including cuStomeRS in youR innovAtion pRoceSS?
Your competitors are likely scaling back on
research and development, which means now is
the perfect time for customer-focused innovation.
The key is to provide the customer insights that
developers, engineers, product managers, and
other innovators need to develop and deliver
new solutions that create value and success
for customers.
innovation undEr construction
diRect oR indiRect, cuStomeR RelAtionShipS dRive gRowth
Understanding your customers is more difficult when there is not regular
interaction with them. This is the case in supply chains, where your company
may be working with channel partners or distributors who are the primary
point of contact with customers. Customer-focused companies can establish
a considerable competitive advantage by developing a system to ensure a
win-win-win scenario for the company, the channel partner, and the customer.
CUSTOMER PARTNERS
COMPANY
In some companies a customer relationship is
simply a transaction. For customer-focused
companies it is much more than that.
These companies have taken a heightened interest
in the success of their customers. They get even
closer to their most strategic accounts to ensure
needs are being met, value is delivered, and
success is achieved.
rElationship building inprogrEss
ARe you cReAting SuStAinAble competitive AdvAntAge?
World-class customer focus can give you an edge over the competition.
Creating such an advantage starts with a voice-of-the-customer strategy
that includes excellence in the six essentials – relevance and alignment,
team and resources, information gathering, communication, action,
and validation. Master these and you are well on your way to creating
business success.
While the competition is treading water today,
customer-focused companies can secure a
position of market leadership for tomorrow.
Now is the right time to understand from your
customers’ perspective what sets you apart
and where you need to improve. This input
provides the guidance you need to navigate the
competitive landscape and assume a position
of leadership.
buryingthE compEtition
SuccessAhead
In today’s unstable environment businesses are constantly searching for ways to overcome obstacles and achieve success. The trouble is, they often don’t access one of the most obvious and reliable sources they have –
their customers.
SUCCESS IS AHEAD FOR COMPANIES THAT ARE CUSTOMER FOCUSED.Do customer-focused companies actually perform better than their peers?
Yes, they do.
To test this, we built an index to understand if customer-focused companies
are more highly valued by the investment community than the market at
large. The findings were powerful. Customer-focus companies showed much
stronger performance. In fact, since we began tracking the Walker Index in
1994, our customer-focused clients have outperformed the market by more
than 7 to 1.
Success is ahead for customer-focused companies, but it requires a disciplined approach. Most companies listen to their customers, but many do not act on what they hear. Some companies track scores or ratings, but few dig deeper to truly understand the issues and improve the things that matter most to their customers.
In contrast, we see high performance companies integrating action and success in everything
they do. In fact, there are three emerging trends that set apart these companies as more
customer-focused and more successful.
1. They deliver success for their customers. These companies think beyond their own
success to help their customers succeed. They provide more than a service or a product,
and are keenly attentive to all the ways they can help their customers succeed. Ultimately,
they deliver greater value.
Achieving SucceSS
$1,200
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1994 1998 2002 2006 2011
The Walker Index is a stock index comprised of current Walker clients. Companies attracted to Walker are committed to using the customer perspective as an impactful management tool. The Index indicates these companies outperform the broad markets.
2. They construct exceptional experiences. These companies understand what it is
like to be in their customers’ shoes. They carefully analyze the many interactions they
have with their customers and understand the ones that matter most. This approach
translates into stronger relationships and more loyalty.
3. They are relentlessly responsive. These companies listen and act on customer needs.
They understand the nature of constantly changing business requirements and they
respond with new solutions and enhancements to help their customers succeed.
At Walker we’re committed to helping companies achieve explosive growth,
develop innovative solutions, build better relationships, and bury the
competition – especially in uncertain times. Now is the time not just to survive,
but to thrive – achieving success through customer-focused strategies.
WAlker index
S&PnASdAQdoW JoneS
WalkerUpdate
There is no question – we are living in uncertain times. Every time the economy shows signs
of slow recovery, offsetting signals confuse the situation. Changing needs and technology
advancements are reshaping how products and services are purchased.
And yet, we believe success is ahead for many companies. In fact, we believe it is more important than ever for companies to be focused on their customers. While many companies are cautiously attempting to survive or maintain, we’re encouraging companies to embrace the current reality and, armed with insights from their customers, assume a position of market leadership.
The WAlker index
Some believe that advancing or even defending
your market position in uncertain times is not
realistic. However, this is exactly what we see
leading, customer-focused companies doing.
The proof is in the Walker Index. We have learned
that the companies that invest in customer-
focused strategies significantly outperform the
market. Companies that listen to their customers
and act on their feedback perform better and
are market leaders.
no limiTS To The APPlicATion of cuSTomer STrATegieS
We’re constantly developing more and more
ways for customers to have a bottom-line
impact on our clients’ businesses. There are
some applications that are pretty obvious –
improving customer service, generating ideas
for product enhancements, and tracking
success versus the competition.
However, others are more complex and creative
approaches to bringing customers closer to
your business – streamlining web purchasing to
increase sales, boosting the value of a merger or
acquisition, enhancing growth through channel
partner networks, increasing forecast accuracy
for better resource allocation, and many more.
We’re convinced the application of customer
insights is limitless and we will continue to
collaborate with clients to relentlessly discover
and develop ways to accelerate growth and
increase profitability.
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leArning from WAlker clienTS
Our commitment to customer strategies is not
just something we preach. We practice it every
day. Insights from Walker associates, clients,
users, and other stakeholders impact our
strategies and our daily business decisions. Our
clients praise us for the quality and integrity
of our consultants and their advice. They value
how we collaborate with them and the way we
bring company leaders together to network
and strategize. And, they continue to view us as
partners and trusted advisors for their business.
However, we recognize we are never finished
with our work. We constantly challenge
ourselves to deliver more for our clients and
have identified three areas of focus for the
coming year:
• Providingstrategicrecommendationsthat
are more specific, actionable, and focused on
delivering a positive financial impact.
• Increasedsharingofbestpracticesthrough
our client newsletter, client forums, and
account teams.
• Puttinggreateremphasisonstrategic
planning to ensure the insights we provide
are aligned with the business strategy.
WAlker clienTS recognized
It is clear that Walker clients are among the
most admired companies for their customer
strategies. For the second straight year, several
clients were recognized by respected industry
analyst, Forrester Research.
Adobe, EMC, and Intel were named finalists
in the 2011 Forrester’s Voice Of The Customer
Awards. Adobe was named one of three
winners, and EMC and Intel were named in the
10 finalists. The Voice Of the Customer Awards
recognize exceptional customer strategies
based on how they put customer insights to
use to enhance customer experiences and
improve business performance.
Walker clients are also in demand to share the
secrets of their success. Several have been
called upon to explain their approach and
share their advice at industry events, including
Cisco, Avnet, and ExactTarget – all of whom
were recently on the agenda for the Forrester
Customer Experience Conference.
WAlker TechnologY AdvAncemenTS
Technology continues to be a critical
accelerator for the application of customer
insights. At Walker we have developed
the most robust tools for putting the right
customer insights, in the right hands, at the
right time to make better decisions. Recent
advancements include:
•WalkerSource
A new online application that empowers
users to access and analyze real-time
customer data in one place. This self-service
tool eliminates the need to rely on separate
reports to view customer metrics across
survey, respondent, close-the-loop, and
disposition data.
•Walkerlinkmobile
Our application for handheld
devices has been upgraded
so salespeople and account
managers can not only
receive customer insights,
but also document their
follow up procedures.
®
•WalkerbuSineSSintelligence
This popular application for complex analysis
of customer information has a new look and
feel that makes it easier and more intuitive
for users.
•WalkertrainingandtutorialS
We’ve developed many new online and
offline training approaches and tutorials to
ensure our clients put technology to use for
its true purpose – better decisions to improve
business performance.
Advanced reporting capabilities, improved
system integration, more prominent use of text
analytics, and many other enhancements are all
part of Walker’s commitment to accelerate the
use of customer information via technology.
converSATionS Among cuSTomer STrATegiSTS
Customer strategists have become more and
more prominent in today’s corporate culture.
With our extensive experience and depth of
knowledge we’re not just participating in the
conversation, we’re facilitating it.
•WalkerForumsthis
year focused on the
elements of world-class
customer listening,
creating momentum for
customer success, and
driving customer focus
in supply chains with
channel partners.
•Walkerbecameoneofthefoundingmembers
oftheCustomerExperienceProfessionals
Association – a new group dedicated to the
implementation of effective customer strategies.
•Walkerhasmorethandoubledtheresources
available in our online library. With dozens of
insightful videos, numerous white papers, and
hundreds of blogs, we’re sharing our insights
in the marketplace.
While we continue to monitor the business environment, we are determined
to help companies attain the success that lies ahead. We’re privileged to work
with so many great, market leading companies and will continue to bring
stability into this unpredictable environment by helping companies drive
better performance through well-executed customer strategies.
Steve Walker Chairman & CEO
Philbounsall President
When we ask clients what makes us different, the answer is consistent – Our people. Consider the following: Forty percent of our associates have been with Walker for more than 10 years, and the average tenure of our vice presidents is 15 years. It is no wonder we state with such confidence that no company can match our experience as a customer strategy consulting firm.
cuSTomer STrATegY exPerTiSeWe collaborate with clients in a wide range of industries on many business topics. Walker has a team of experienced customer strategists that no other company can match. Below are Walker consultants that work with industry-leading companies to accelerate their success.
criTicAl To SucceSS Equally important are those in our organization that develop the technologies and assure the precision
of our work for global market-leading companies. Below are the leaders that make our business work
so effectively for our stakeholders.
michAel deSAntoVice President, Marketing Communications
willie doyleVice President, Application Development
bill eAStonVice President, Quality Assurance
michAel gRindStAffVice President, IT Product Portfolio Manager
JennifeR bAtleyVice President, Strategic Account Manager
GlobalPrograms,ChannelMeasurement,Facilitating Action
phil bounSAllPrincipal, President
Financial Impact, Mergers and Acquisitions
pAtRick gibbonSPrincipal, Senior Vice President, Marketing
Communication and Engagement Strategies
michAel goodVice President, Strategic Account Manager
Mergers and Acquisitions, IT and Healthcare Industries
AlliSon gRAySonVice President, Consulting Services
Facilitating Action, Change Management
noAh gRAySonPrincipal, Senior Vice President, Consulting Services
Network Equipment, Distribution, CommunicationServices,ProfessionalServices
bRAd hARmonVice President, Consulting Services
HighTech,ChannelPartnerPrograms
Amy heleineVice President, Marketing Sciences
Analytical Science
bRuce kiddSenior Vice President, Business Development
Business and Growth Strategy
kAtie kieRnAnVice President, Consulting Services
Manufacturing,ProfessionalServices
RobeRt kizeRSenior Vice President, Business Development
Financial Impact Modeling, Linkage, Retail PracticeLead
bRAd linvillePrincipal, Senior Vice President, Consulting Services, Strategic Account Manager
Technology, Communications, and Distribution Industries
JeffRey mARRVice President, Solutions Development
BusinessProcesses,StrategicAssessment
SonyA mcAlliSteRPrincipal, Senior Vice President, Consulting Services, Strategic Account Manager
Technology, Manufacturing, and Information industries
meliSSA meieRVice President, Consulting Services
Technology and Communication Industries
leSlie pAgelVice President, Customer Experience
Customer-focused Innovation, Social Media
tRoy powell, ph.d.Vice President, Statistical Science
Research Methods and Analytics, PredictiveModeling,ThoughtLeadership
kitty RAdcliffVice President, Consulting Services
GlobalPrograms,FinancialServices,Utilities, and Security Industries
mARk RAtekinSenior Vice President, Consulting Services
Business Impact Analytics, Information and Services Industries
kRiStA RoSebeRRyVice President, Consulting Services
Information Technologies, Telecommunication Industries
chRiS SegoVice President, Consulting Services
Manufacturing and Distribution Industries
Steve wAlkeRChairman & CEO
bRiAn kovAcSPrincipal, Chief Information Officer
bARbARA milleRGroup Vice President
liSA oRRController
loRi SchneideRVice President, Human Resources
RAndy ShoemAkeRPrincipal, Chief Operating Officer, Executive Vice President
dAvid wAlkeRVice President, Information Technology
mARk winzenReAdPrincipal, Chief Financial Officer, Executive Vice President
WAlker leAderShip
