COMPANIES ARE FOCUSED ON EASE But is it working? 13
80%
ARE FOCUSED ON IMPROVING EASE OF DOING BUSINESS
57%
SAY THEY ARE EFFECTIVE AT MAKING IT EASIER FOR CUSTOMERS TO DO BUSINESS
COMPANIES ARE FOCUSED ON EASE But is it working? 14
PURCHASE DECISIONS ARE BEING MADE BASED ON EASE 15
INITIAL PURCHASE
50%
RANK EASE OF DOING BUSINESS AS TOP PURCHASE CRITERIA
35%
RANK POST-SALE CUSTOMER SERVICE AS TOP PURCHASE CRITERIA
RENEWAL
60%
RANK EASE OF DOING BUSINESS AS TOP PURCHASE CRITERIA
50%
RANK POST-SALE CUSTOMER SERVICE AS TOP PURCHASE CRITERIA
PURCHASE DECISIONS ARE BEING MADE BASED ON EASE 16
TOUGHEST CHALLENGES ARE PURCHASING, DELIVERY, AND SERVICE 17
PURCHASE PROCESS
LEAD TIME / DELIVERY INSTALLATION / ONBOARDING PRODUCT / SERVICE EXPERIENCE CUSTOMER SERVICE / SUPPORT
TOUGHEST CHALLENGES ARE PURCHASING, DELIVERY, AND SERVICE 18
THE CONSUMER EXPERIENCE RAISES THE BAR 19
THE SOFT SIDE STILL MATTERS 20
#1 RESPONSE
COMMUNICATION! THE SOFT SIDE STILL MATTERS 21
“An easy to do business with company is immediately responsive with employees empowered to assist the customer right away. The discussion is not about the next sale or something the company wants but is all about how I can be helped and a problem can be solved.” “People hard to work with, arguing with me about what I want, not responding in a timely manner.”
THE SOFT SIDE STILL MATTERS 22
TAKEAWAYS
TAKEAWAYS LEVERAGE SELF SERVICE TO BENEFIT BOTH COMPANIES AND CUSTOMERS
TAKEAWAYS LEVERAGE SELF SERVICE TO BENEFIT BOTH COMPANIES AND CUSTOMERS BALANCE SELF-SERVICE WITH SOFT SKILLS
TAKEAWAYS LEVERAGE SELF SERVICE TO BENEFIT BOTH COMPANIES AND CUSTOMERS BALANCE SELF-SERVICE WITH SOFT SKILLS BE MINDFUL OF THE INFLUENCE OF CONSUMER EXPERIENCES ON B-TO-B INDUSTRIES
Cisco’s focus on improving experiences across stakeholder groups STRATEGIC AREA OF FOCUS FOR CISCO: Leading statistical driver of customer and partner loyalty.
EMPLOYEES • Simplifying sales transactions • Ease of subscription renewals • Taking steps out of RMA process Cisco Confidential
30
ROI of Technical Support Website Improvements Insight Uncovered Via Listening Process: Customers and partners had difficulty navigating Cisco’s Technical Support website. This was leading to unnecessary case creation.
Actions Taken as a Result of Insight: Redesign of Cisco’s Technical Support website, including both look/feel and technical infrastructure. Highlight of new site included a “deep link” approach that lets users jump directly to their most frequent destinations.
How Sysco Foods is Making it Easier to Do Business
Sysco is the leader in the $225billion foodservice market • $42billion in revenue • 40 years of consistent success • 70 US Operating Companies
• 47,800 employees • 7,500 sales reps 34
Our Journey
2009 Vision Global Leader in the Multi Temperature Food Service Value Chain
2010
2011 Vision
Bill DeLaney is new CEO
Become our Customers most valued and Trusted Business Partner
January 2012 Bill Goetz
(Chief Marketing Officer)
Hired
35
Our Journey
SPRING 2012: Customer and Market Insights position created
Big Data
Customer Listening
Market Research
Competitive Intelligence
36
Building the Foundation
Ongoing Listening
Loyalty Program
Journey Mapping 37
Sysco Customer Journey
38
Making it Easier to Do Business With Sysco
JOURNEY MAPPING
2012
LOYALTY BASELINE
2013
ONGOING LISTENING CADENCE
Enhanced Delivery Communications New Customer Onboarding Program Business Review 2.0 39
Future Direction
Completion of First 3 Initiatives
Launch of Next Initiatives
Unsolicited Customer Feedback Posts
Continued Customers 1st Program for Solicited Input
40
41
Easy Does It! B-to-B Firms Prosper by Improving Customer Ease of Doing Business
Q&A Karen Mangia
Director of the Listening Services Center of Excellence Cisco Systems
Melissa Meier
Vice President, Consulting Services Walker
Surachita Mishra
Senior Director, Customer and Market Insight Sysco Foods
Twitter: #cxforum
WEBCAST RESOURCES • Report Findings • Register for a complimentary copy of The Value of Making it Easy (due out April 30) • Slides and recorded presentation
