Synovate Symmetrics
The experience and proven frameworks to help you answer your most difficult customer loyalty challenges.
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Synovate Symmetrics
Synovate Symmetrics…
Helps companies achieve their growth objectives through survey research and performance management systems that prioritize, communicate, refine and monitor customer loyalty initiatives and create a customer-centric organization.
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Synovate Symmetrics
Customer-centric Performance Management Systems
“After CEO engagement, a performance measurement and management system is the second biggest catalyst for creating a
customer-centric organization.”
Kathy ArmstrongDirector
Total Customer Experience ResearchHewlett-Packard
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Synovate Symmetrics
Your Most Important Strategic Asset Is Your Customer
Customer Loyalty Strategic Asset Management provides an opportunity for significant leverage in achieving market and financial goals.
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Synovate Symmetrics
Achieving Market and Financial Goals
Hi-TechHealth CareServices Financial ServicesManufacturing
UtilitiesTelecommunications ConsultingITInsurance
Hi-TechHealth CareServices Financial ServicesManufacturing Hi-TechHealth CareServices Financial ServicesManufacturing
UtilitiesTelecommunications ConsultingITInsuranceUtilitiesTelecommunications ConsultingITInsurance
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Synovate Symmetrics
What Keeps You Up at Night?
How can we create a differentiated customer experience? What are the strategic drivers of customer loyalty?What role does emotions have in building customer loyalty?How can we create a voice of the customer system that is science-based and consistent across the organization?How can we develop a customer loyalty index for our business scorecard?How can we set reliable and achievable customer loyalty goals?
How can we identify and cascade our customer loyalty strategic priorities down through the organization to achieve alignment of departmental objectives and activities? How do we know our actions are impacting customer loyalty behaviours? How do we know that customer loyalty can impact my market and financial performance results? How can we develop an integrated measurement system that is practical and that management will buy into?How can we accelerate our change from a product-focused organization to customer-focused?
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Synovate Symmetrics
• Provides enterprise and consumer customers a full range of high-tech products, including personal computers, servers, storage products, printers, networking equipment, and software.
• Total Customer Experience corporate initiative.• Global commercial customer relationship measurement.• Consumer interviews conducted globally.• Alignment of all data streams into cause/effect links.• Revamped relationship strategy.• Tied to performance compensation.
• Makes washers, dryers, refrigerators, air conditioners, dishwashers, freezers, microwave ovens, ranges, trash compactors, air purifiers, and more.
• In addition to Whirlpool, the company sells its products under brand names including KitchenAid, Kenmore, Bauknecht, Roper, and Speed Queen.
• Move culture from product to customer focus.• Consumer interviews conducted globally by brand and country.• 1 point increase in CLI = up to 5% potential increase in revenue.• Sweeping strategic and tactical initiatives, including service enhancements and
communications.
• Leading, well-known maker of wood-clad windows and patio doors in the US.• Competitive market pressures.• Annual relationship assessment with dealers/trade.• Revamped product portfolio. • Revised service and communications strategies.• 77% increase in revenue in 5 years after focusing on loyalty.
Sample Client Engagements
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**All information has been shared by the client in public forums.
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Synovate Symmetrics
• Makes air conditioning, heating, and fireplace systems for residential and commercial uses, as well as commercial refrigeration equipment.
• Evolution to fact-based management.• Core dealer relationship survey.• Customer Value Index -- measure of estimated dealer value to Lennox.• Customer Defection Index -- calculated probability of dealer risk.• Foundation for business priority setting.
Sample Client Engagements
• 3rd largest public utility in US; serving greater Phoenix, AZ. • Customer insights drive segmentation, positioning, integrated marketing plan,
priorities, communication, management performance systems.• Expanded Key Account Management program (largest industrial customers).• Established Business Account Management program (mid-sized industrial
customers).• Revamped communications strategy with Spanish Language Dominant
consumer segment.• 53% increase in Customer Loyalty Index.
• Canada’s 2nd largest bank; offers a range of consumer and business services.• 5% employee commitment = 3% customer loyalty = 3% shareholder value.• Dynamic Simulator for what-if scenario planning.• Developed best-in-class complaint handling process.
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**All information has been shared by the client in public forums.
THE LEADERSHIP CHALLENGE
How to build an organizational competency of managing customer
loyalty as a strategic asset?
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Synovate Symmetrics
Keys to Customer Loyalty Strategic Asset Management
MEASURE
MO
DEL
MANAGE
Customer
Loyalty
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Synovate Symmetrics
The Frameworks, Tools, and Processes Used to Measure, Model and Manage Customer Loyalty
measure model manage
Integrated Measurement System
CustomerSymmetry
MarketSymmetry
BrandSymmetry
EmployeeSymmetry
ExperienceSymmetry
Readiness Assessments
Migration Path Planning
CL Goal Setting
Simulators
CL Strategy and Planning Workshops
CL Initiative Development & Testing
CL Strategic Communications
Infrastructure Embedment
IMS Archive
Causal modeling
Other decision sciences tools
Linkage analysis
Lifetime value analysis
Financial impact analysis
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Synovate Symmetrics
FutureState
CurrentState
TIME
Measure
Manage
Model
Research Audit
New Measurement Framework
Qualitative Research
IMS Architecture Design Begin CL Communications
Develop CLI & Financial Simulators
Cause-Effect Modeling
IMS Statistical Linkage
Conduct Priority Workshops
Determine Accountabilities
Calibrate Scorecard Metrics
Conduct Loyalty Segmentation
Readiness Assessment
Create Embedment Plan
Establish CL Goals
Begin To Align Infrastructure
Brainstorm, Test, Launch, Monitor
Building a Customer-Centric Performance Management System and Culture
EM
BE
DM
EN
T &
S
US
TA
INA
BIL
ITY
BSC/KPI/Dashboard
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Synovate Symmetrics
Provides specific, actionable information for improving and/or innovating the high priority customer touchpoints.
Monitors the leading indicators for touchpoint performance.
Provides continuous “real time” customer feedback on touchpoint performance.
Sets the strategic CL priorities for the brand and provides direction for resource allocation.
A
B
C
D
Total Relationship
Brand, Product, Price, Communication, Repair, Customer Service, etc.
Event Satisfaction
Internal Metrics:processes, practices, and culture
Integrated Measurement System
mea
sure
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Synovate Symmetrics
Building an Organizational Competency: Measure, Model, Manage
CL
Res
earc
h
Mea
sure
Mod
el
Descriptive research
Causal research
mod
el
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Synovate Symmetrics
CustomerSymmetry®
Emotionalmotivation
Rational motivation
Experiencepoints
Brand essence
Loyalty
salience understanding
image appeal
personalityappeal
socialapproval
Identifi-cation
internal-ization trust emotional
attachment
overallexperience
& valuesatisfaction
personality
images
feelings
Experience Points (examples)
relationship management
products
in-store experience
contactcenter
repair
technical support
informationsources
repurchase
advocacy
choice
preference
consideration
awareness
expansion
compliance
establishrelationship
deepenrelationship
Causal pathwaysCognitiveCognitive AttitudinalAttitudinal EmotionalEmotional BehavioralBehavioral
mod
el
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Synovate Symmetrics
Strategic Analysis and Interpretation
The analysis of the data and interpretation of the model focuses on uncovering high impact strategic information and tactical direction to strengthen customer loyalty for optimal market and financial results.
mod
el
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Synovate Symmetrics
Examples of Key Business Questions
Competitive Strength In terms of CLI, how strong are our brands relative to the competition?
Motivational Levers Do current brand strategies reflect the relative weight of emotional motivation and rational motivation?
Priorities Is the influence of the TPs on CL similar across brands? Are brands effectively addressing the critical TPs?
Global Brand Positioning Are there common denominators of BE for brands? Are these potential points of differentiation?
Repair vs. Product Quality
Is it better to minimize product problems or effectively correct them after they occur? Is the net effect of repair performance a plus or minus today?
Social Responsibility What are customers’ SR expectations of the brand?
Product Leadership In which product categories do our brands exhibit competitive strength? Do some categories appear to pose a bigger challenge in terms of creating CL?
Loyalty Segmentation Who are the most/least loyal customers? What are they worth? Can customers be segmented by loyalty drivers? Which loyalty segments to target? What changes are needed to make the targets more loyal?
Sales Inoculation What types of experiences might inoculate loyal customers from sales pressures at the POP?
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Synovate Symmetrics
Examples of Key Business Questions (cont)
Multidimensional Loyalty In general, are there different levers for influencing the different loyalty behaviors?
Brand Influence on Channel To what extent does CL and its antecedents (EM, RM, BE and TP performance) influence loyalty to the store/retailer? Are buyers of our brands more store loyal?
Channel Influence on Brand Does CL vary by channel of acquisition? Do the influences on CL vary by channel? Does the purchase/sales experience shape future usage and ownership perceptions that drive CL?
TP Interdependencies Are there causal relationships among the touchpoints? Is there a temporal order? Do some TP’s support other TP’s? Are some TP’s more generic/higher level?
Total Product Effect What is the net effect of “product” as a subtle influence on many aspects of loyalty?
Defection Analysis What is the role of the TPs in creating lost customers? What is the role of the TPs in helping to move customers up the Vulnerability Group ladder?
Platform Vs. Value-Add Which TPs and attributes represent “minimum requirements” and which afford the opportunity to add value and create competitive advantage? How “good” is “good enough”?
Universal Needs Are there “universal needs” across segments that the brands can use to create broader appeal?
Value Brand Migration What levers, appeals, positioning might be used to up-sell “value brand” customers and keep them at the higher price point?
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Synovate Symmetrics
Measure & Model
Provide a common viewpoint and language within the client organization.
I N T E G R A T E D M E A S U R E M E N T S Y S T E M S
A
B
C
D
TotalRelationship
Brand, Product, Price, Communication, Repair, Customer Service, etc.
Event Satisfaction
Internal Metrics:processes, practices, and culture
A
B
C
D
TotalRelationship
Brand, Product, Price, Communication, Repair, Customer Service, etc.
Event Satisfaction
Internal Metrics:processes, practices, and culture
Rational motivation
Emotionalmotivation
Touchpointexperiences
Brand essence Loyalty
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Synovate Symmetrics
From Awareness to Internalization
CL ManagementAwareness Internalization
T I M E
CO
MM
ITM
EN
T
High
Low
Positive Perception
Adoption
Institutionalization
Internalization
High
Low Awareness
Understanding
Positive Perception
T I M E
CO
MM
ITM
EN
T
High
Low
Positive Perception
Adoption
Institutionalization
Internalization
High
Low Awareness
Understanding
Positive Perception
man
age
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Synovate Symmetrics
Tools, Processes and Practices to Accelerate Change
Readiness Assessments
Migration Path Planning
CL Goal Setting
CL Simulators
CL Strategy and Planning Workshops
CL Initiative Development & Testing
CL Strategic Communications
Infrastructure Embedment
IMS Archive
Business Planning
and Execution
man
age
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Synovate Symmetrics
CL
res
ear
ch
mea
sure
mo
de
l
CL manageawareness internalization
MARGINAL IMPACT
• Causal research• Early stages of CL
competency & culture
MINIMAL IMPACT
•Descriptive research •Early stages of CL competency & culture
MAXIMUM IMPACT
•Causal research•Mature stages of CL competency & culture •Robust decision-support tools
Building an Organizational Competency: Measure, Model, Manage
MARGINAL IMPACT•Descriptive research•Mature stages of CL competency & culture •Many important decision-support tools for management not available due to limitations of research
Acceleration
Why Synovate Symmetrics
Cause & Effect
Alignment
• Proven frameworks and models move the company faster up the learning curve and the change management curve to build and strengthen an organizational competency in customer loyalty strategic asset management.
• Makes explicit the cause and effect assumptions from organizational actions to customer loyalty behaviors.
• The frameworks and models are explicitly aligned to the company’s market strategy. The Integrated Measurement System facilitates alignment & cascading of strategy to departmental objectives and process metrics.
Linkages & Impact• Dynamic simulators show potential impact on
market and financial results for “what if” scenario planning.
Rational & EmotionalMotivation
• Addresses not only the traditional rational motivations of customer loyalty, but applies science to the emotional motivations as well.
CL Thought Partner• Our focus and deep experience in the customer
loyalty field means tailoring your Measure, Model, Manage CL system to meet your unique needs.
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Synovate Symmetrics
Contact details
Panicos ChristopoulosGeneral Manager
Alina SocolovSenior Research Executive
20th Siriului St.BucharestRomania
Tel: +21 20 80 101Fax: +21 20 80 100Email: [email protected]: [email protected]