ASI-Modulex Partners, The Client Experience Management program provides a series of tools, designed to improve the effectiveness of your business through measurement of client perceptions and development of exhilerating client experiences. The program provides valuable insights about not only, how your organization is perceived, but where you should invest, divest and take action to improve the profitability and long-term competitive performance of your organization. Used properly, the program will help you create a dialogue with your customers and your organization and provide an actionable means of targeting and capturing referrals from those customers that create and contribute to your positive brand equity. Best Regards, Kelly David Director of Marketing ASI-Modulex, Inc.
Table of Contents Program Overview....................................................................................... 3 About this documentation.............................................................................. 3 Benefits of Customer Loyalty Measurement................................................................. 3 Basic Mechanics of The Program......................................................................... 3 Eligibility to win Awards................................................................................ 3 How Awards are Calculated............................................................................. 3 Program Administration................................................................................... 4 How Net Promoter Score Works............................................................................ 5 Comparing NPS and Profitability............................................................................ 6 Group C : Profitable Promoters.......................................................................... 6 Group A : Profitable Detractors.......................................................................... 6 Group F : Unprofitable Detractors........................................................................ 6 Organizing Your Program & Next Steps....................................................................... 7 About the Survey....................................................................................... 10 Page:
Program Details Program Overview About this documentation Please print out and become familiar with this documentation. It will serve as your guide to the structure, mechanics and benefits of this program. It will be updated on a regular basis and available at the marketing section InSide ASI-Modulex. Benefits of Customer Loyalty Measurement Targeted and implemented correctly, measuring client satisfaction and loyalty are important methods in monitoring your improvement processes. This is a dynamic measurement. Your business is always changing as your customers, employees and competition change. Eligibility to win Awards 1. Monthly Awards: Affiliate must receive 5 responses. Annual Awards: Must participate each month, minimum 6 months participation (latest start: June, 2008) How Awards are Calculated 1. NPS scores are the result of your % of promoters less your % of detractors (See about NPS). Overall NPS is not a monthly score - it is a monthly award for the overall, continuously measured NPS 3. Increases are based on current month s accumulated NPS - last month s accumulated NPS In order to maintain your competitive position, you must be vigilant and ruthless in your pursuit to understand the true perceptions of your customers and a process of continuous, unending improvement. There are no sacred cows and no one is perfect. There is always room in your business to minimize costs and maximize profits by improving performance and lowering your cost of acquisition through loyalty and differentiation. The goal of measuring customer loyalty or satisfaction is not to fix a problem in your sales efforts, it is to create passionate, positive experiences that differentiate your business and improve customer retention. It is therefore important that we are clearly focused on targeting the right customers, using the right metrics and taking the right actions to improve the customer experience. Basic Mechanics of The Program 1.. 3.. 5. 6. 7. 8. 9. Affiliates establish criteria for selecting a sample of clients to measure Clients include all of the important influencers involved in a given project or relationship Affiliates submit lists of these targeted clients to Corporate for Program Implementation The Corporate Marketing Group (CMG) distributes surveys to customers once a month Clients fill out surveys via the internet Corporate distributes incentives to clients for survey participation Corporate provides reporting of Net Promoter Scores (NPS) to network on a monthly basis Each month, CMG awards one winner a. $500 Eligible Affiliate Award: Highest Net Promoter Score End of Year Awards: a. $5000 Eligible Affiliate Award: Highest Net Promoter Score Page: 3
Customer Experience Management Program Administration Program Administration If you have any questions about your program, you should contact your Corporate Program Administrator. The PA is responsible for the overall execution of the program and can assist you with any day-to-day responsibilities. Program Manager.................................... Kelly David Email................................ kelly.david@asimodulex.com Direct Line........................................214.352.1568 Telephone.................................. 214.352.9140 x3008 Mobile..........................................214.418.6565 ASI-Modulex Corporate Marketing Group - 8037 Last Updated:Dec 2007 Page:
About Net Promoter Score How Net Promoter Score Works The 2007 Client Experience Management program will utilize a new metric called Net Promoter Score. The metric was developed by Fred Reicheld, Harvard MBA and director emeritus and Bain fellow at Bain & Company and is the author of The Loyalty Effect (1996) and Loyalty Rules (2001). Net Promoter Score is referenced in his book, The Ultimate Question (2006). Net Promoter Score provides a single, simple metric to evaluate the success of your clients experience. The score is based on feedback to one question (below) indicated by a 0-10 scale. This metric is used in executive and business performance metrics from many successful companies including General Electric and Dell. The calculation is simple - the percentage of promoters, less the percentage of detractors. The Question: How likely is it that you would recommend us to a friend or colleague? 0 1 2 3 4 5 6 7 8 9 10 Category 0-6 Detractors 7-8 Passives 9-10 Promoters Behavior Not only are they dissatisfied, they tell other people about it and cost you Not dissatisfied, but willing to jump ship if another complementary Act as if they are part of your sales organization and actively refer new business. offer comes along. customers to you. In turn, their customers are more likely to pay higher prices for perceived value and become promoters themselves. Net Result Responsible for 80% of your negative word of mouth Responsible for 80% of your positive word of mouth These customers don t like doing business with you. Promoters lower your cost of acquisition and improve profits over the lifetime of an account. Impact Each negative comment neutralizes 3-10 positives. A 12pt increase in NPS results in 2x growth rate. A 7pt increase = 1% growth increase Priority 1: Address Promoters Invest in high profit promoters - these loyal customers are responsible for improving business and creating profits for your company. Try to understand what your organization is doing right. That means what customers are selected and how they are serviced. Nurture this group. Priority 2: Convert Detractors Convert high profit detractors to promoters, if possible. Through a continuous process of improvement and evaluation, investigate what is needed to improve perceptions with this group. Priority 3: Create Referrals Invest in marketing activities which actively engage the customer and encourage active referrals. Instead of waiting for the organic process of referrals - ask for them and reward customers that offer. Page: 5
Comparing NPS and Profitability Comparing NPS and Profitability By comparing net promoter score with profitability, you can segment those customers that fall into each action category. Armed with this information, you can identify those customers to invest in, those customers to convert and those customers to fire. Group C : Profitable Promoters Based on the graph to the right, your first priority is customer group C - these are high-profit, high-promoters. They are the customers that bring you new business and create positive brand equity through word of mouth marketing. Group A : Profitable Detractors These are high-profit customers that are unhappy with your service. Your second priority is to address this group by understanding the core reasons for their dissatisfaction. To uncover these unmet needs, you will have to engage your customer and staff in a dialogue. In many circumstances, your customer will give you the opportunity to fix a problem. Group F : Unprofitable Detractors These customers are costing you. Raise your prices or give them to the competition. Page: 6
Organizing Your Program & Next Steps 1: Affiliate Setting up your program. Managing your program is simple; however you will need to dedicate a responsible local administrator. Beforehand, you should defi ne the ongoing resources and activities which will ensure that your program is managed effectively and simply in your business. Select a local administrator: Communication with corporate marketing Submitting monthly excel documents Distributing client feedback to organization Establish your client criteria Work with your sales consultants. Target projects of $2,500 or greater or $20,000 in a given year. Develop a list of all of the important influencers including: the architect, the person responsible for marketing, etc... Fill out Program Spreadsheet Our program typically has a 20% response rate. If you wish to participate in the awards program, that means that you must provide at least 25 names per month; however, to be sure, you should target 30 to 35. Submit Compliant Spreadsheet to CMG You may submit your spreadsheet to the CMG 4x a month; however you MUST submit at least once a month. All lists must be received by the 20th. Reports ran at the beginning of the following month. Create a process of gathering this information from your sales consultants on a weekly basis. Extra Benefits By submitting your customer lists - you are automatically adding them into the Corporate Marketing Program. 2: Corporate Corporate Development Mechanical elements of the client experience management program. Create Surveys by Affiliate Customer experience is measured in local markets, therefore each affiliate will have its own survey. NPS will be determined on a local basis. Link Surveys to SF.com Data is automatically transmitted between the survey tool, questionpro.com and salesforce. com Create Email Letters To ensure maximum responses, the coorespondance will come from Corporate. The intent is to communicate to the customer from a neutral party to encurage honest and unbiased feedback. 3: Corporate Monthly Corporate Operations On a regular basis, corporate will import the information into our CRM database and implement the communication, incentive and reporting acitivites to maintain and manage the program. Import spreadsheet into SF.com New contacts are created from affiliatesubmitted spreadsheets. Email Clients to Respond to Survey Query database for new entries into the CEM program. Distribute email communications to clients requesting them to respond to the customer experience survey. Client Response Customers respond to survey by filling out evaluation information. The customer then selects their incentive: Starbucks card or Itunes card. Note: Corporate picks up the cost for $10 incentives. Automation Data is fed back into sf.com. NPS Score is automatically calculated by the Questionpro.com survey tool which is available to each owner. 4: Awards Monthly Rewards & Reporting Affiliates are ranked by NPS NPS is determined by the percentage of promoters, less the percentage of detractors. The affilaite with the highest NPS will be the monthly winner. Award Highest Monthly NPS Score = $500 Winners are awarded by local affilaite, not an individual. This way the business owner can reward the team as he or she sees fit. Monthly Reporting Affiliates will be provided with monthly and year-to-date NPS reporting. Annual $5,000 Award given to affi liate with highest NPS score over the course of the program. Page: 7
Typical Spreadsheet Page: 8
Minimum information required Page: 9
About the Survey About the Survey The CEM Survey is designed to be answered in 10 minutes or less. For the purpose of our calculations, we are only measuring a single question how likely are you to recommend us; however, there are other important questions which will provide useful indicators about your perceived quality of service. Page: 10