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Net Promoter Community > New York Conference Blog 2007 > Tags > christian
 

New York Conference Blog 2007

3 Posts tagged with the christian tag
johnwilliams

According to Martyn Christian, prior to 2002, FileNet had a fragmented approach to the customer, with no measurement of customer advocacy. Between 2002 and 2006, FileNet improved their NPS score from -6.3 to +20; an increase of over 26 points! How did they accomplish such a feat? By creating a customer-centric culture...

 

 

They created a Customer Loyalty Council led by Martyn, the company's chief marketing officer, and including the lead executives from all departments. While other companies focused on financial results primarily, FileNet kicked off each week with a Monday morning meeting focused on customers! They wrote up all the improvement efforts they completed in response to customer feedback (32 in all) and shared the document with customers and prospects as sales collateral! They even did the previously-unthinkable: they had software developers call actual customers on the phone to hear the feedback directly!

 

The result is such fierce customer advocacy that FileNet has won business away from competitors despite earning a substantial price premium. That premium is called the value of customer loyalty.

 

An even bigger payoff came last October 12 when IBM paid $1.6 billion to acquire FileNet!

 

 

For more details, read about their Net Promoter program with Satmetrix.

0 Comments Permalink Tags: martyn, b2b, john, filenet, christian, williams
DebEastman

Martyn Christian, Vice President, Marketing & Content Management at FileNet shared with us his journey of deploying an enterprise-wide customer loyalty program.

Martyn_Christian_NY.jpg
When embarking on the program, they had the following goals:

 

  • Increase Promoter population
  • Increase customer and partner loyalty
  • Increase revenue & profitability
  • Increase sales efficiency
  • Build barriers to entry for competitors


Previously they had a fragmented customer relationships model and no way to evaluate customer experience. Since deploying their program they have enjoyed a 26% increase in NPS, increased revenue, and growing profits.


Some of the best practices included:

 

  • Based on customer feedback, they developed 32 company wide improvements and shared this plan with their customers. That is another common success factor shared by many – communicating results and action plans with your customer.
  • The CEO laid out a strategy to drive financial performance including a customer loyalty goal for all employees. Can you say executive sponsorship?
  • They involved all employees with customers, from engineers to executives. The CEO even took to this seriously enough to review customer satisfaction issues on a global call every Monday morning. Now, that’s organizational alignment!
  • They defined a strategy map where they clearly tied growth to enhancing customer value, and operational goals were defined from the customer prospective (based on real customer feedback).
  • Immediate action was taken with customers that scored 6 or less. The response would be reviewed and assigned it to someone to call the customer immediately. Sounds like accountability to me.

 

Filenet created customer advocacy to the point where in one story they had a customer willing to go to the boardroom and promote a multi-million dollar purchase vs. a competitor offer for “free”. The customer was successful in selecting Filenet and shortly afterwards IBM acquired Filenet for $1.6B. Now that’s results.


Their #1 learning was that this is a change for the people inside the company. Emphasize accountability, goals and educating people so they are able to deliver. Some other tips offered:

 

  • Don’t over complicate, keep it simple
  • Create strong transition/change management – remember it takes time
  • Share information across all disciplines – find the change agent
  • Rethink functional roles and responsibilities
  • Integrated into compensation
  • Do not call this program or initiative, it’s a way of doing business
  • Prepare the company – education through out the organization


For more details, read about their Net Promoter program with Satmetrix.

0 Comments Permalink Tags: deb, b2b, filenet, martyn, ibm, eastman, christian
DebEastman

In the B2B track, we heard from Dr. Laura Brooks of Satmetrix, Martyn Christian of FileNet, and Simon Lyons of Aggreko. All of these presentations highlight key themes for success in realizing gains in NetPromoter scores that drive business results. The consistent themes of these speakers clearly demonstrate best practices that must be deployed to drive growth.

 

To start with Laura shares her research on the best practices observed in the Satmetrix customer base. By analyzing customers, she has found 4 key elements to success:

 

 

  • Executive foundation: This is not a vision or mission statement, but a way of doing business, led from the top. This means putting investment behind it and driving change throughout the organization. This is key to realizing the value of NPS. If your leadership is paying lip service to customer centricity, you will not see the value of NPS or any loyalty program.
  • Organizational alignment: We heard this as a key theme to Experian's success earlier today as Laura DeSoto shared the techniques they deployed to align the organization around delivering a superior customer experience. To what extent does every part of the organization really focus on the customer and how to you translate that to every employee's role?
  • System infrastructure: You need the supporting system infrastructure to enable the collection, analysis and accountability of customer insights. You must have the systems in place to deliver data quickly to every employee and make it actionable. We heard from several speakers today that traditional market research data is not timely enough to enable the organization to quickly respond to customer feedback.
  • Process integration: You must integrate the data into the natural flow of the business to truly drive customer centricity throughout the business.

Laura's presentation had much more insight into the best practices for moving your Net Promoter score. John Williams shares more in his posting "Measure Who Matters!"

0 Comments Permalink Tags: satmetrix, deb, b2b, best, methodology, christian, practices, nps, lyons, eastman, brooks

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