How Berlin Packaging Pursues Customer Thrill

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How Berlin Packaging Pursues Customer Thrill? May 19, 2015

Objective and Agenda

Who is Berlin Packaging?

How we pursuit customer thrill?

How we use Qualtrics to measure customer thrill?

Next steps/Q&A

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Objective

Agenda

Share with you how a B2B packaging juggernaut pursuits customer thrill

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Who is Berlin

Packaging?

We supply rigid packaging

for consumer-oriented products…

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We are the only Hybrid Packaging Supplier

We are best of breed.

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See PaintTheTarget.com

We are growing more than

8x faster than the overall

packaging market.

(We are winning because we thrill

and delight our customers.)

We are a $1.4B company

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How we Pursuit

Customer Thrill?

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1.Our Culture 2.Our Processes

Two ways Berlin Packaging Pursues thrill…

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It all starts with the Berlin Values

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We sell emotion

To help our customers become Greater, Faster

See GreaterFaster.com

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• Aim to dominate and blow through obstacles; strive to be a juggernaut.

• Want to achieve more.

• Want to succeed, ascend, elevate, and get more out of their business and their lives.

• Challenge the status quo.

• Embrace change.

• See the world through optimistic lenses.

• Feel that anything is possible with the right approach and effort.

• Want to control their destiny.

• Are often pleased, never satisfied.

Greater, Faster motivates those who…

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We are, Anything is Possible! We demonstrate more passion and effort,

creatively so and consistently so, compared to others we compete with.

We go above and beyond in the

pursuit of thrill for our customers and success for Berlin Packaging.

We are the best at what we do.

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Passion

Any powerful or compelling

emotion or feeling

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Effort

Conscious exertion

of power

Hard work + teamwork

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Creative

Resulting from

originality of

thought, expression

Resulting from

continuous improvement

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Consistent

Marked by harmony, regularity, or steady continuity Free from variation or contradiction

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Pursuit of Thrill for our Customers

To give great

pleasure to

To delight

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At Berlin, customers want us to play POKER

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Okay now, the litmus test… where is your POKER card?

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1.Our Culture 2.Our Processes

How we pursue customer thrill?

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We’ve identified journeys and touchpoints

ONE-TIME

PERIODIC FREQUENT • Build relationships

• Receive marketing materials

• Visit local office/meet team

• Visit the Studio/Corporate

• Visit warehouse or plant

• Attend a symposium/event

• Establish or reestablish agreements

• Finalize and update supply

agreements

• Conduct design project

• Build a mold

• Work through an item change

• Get pricing letter

• Receive a CBR

• Address an issue

• Resolve a quality issue

• Resolve invoice dispute

• Resolve aged inventory

• Respond to competitive threat

• Receive Intro to Berlin presentation

• Get on-boarded

• Get setup as a new

customer

• Get credit line

• Review Terms & Conditions

• Place order for first time

• Build business

• Meet with my Sales

consultant

• Ask questions of the team

• Set up a new project

• Request samples, quotes,

drawings

• Conduct transactions

• Place ongoing order

• Manage or change an order

• Expedite an order

• Receive product

• Pay

• Manage payables

• Pay invoice

Receive innovation ideas

The touchpoint work starts by putting the customer at the table and hearing their voice

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Each touchpoint can then be designed around an everlasting memory for customers

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Get things to work properly, then add in WOW

Ensure Satisfaction

Designed to meet customer

needs

Works as expected

Problems resolved quickly

Build Thrill Ordinary services delivered

exceptionally

Exceptional services or

features delivered well

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Putting it all to work!

Important to blend culture and process together

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How we use Qualtrics?

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Original email sent to Berlin Customers, along with the reminder

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Survey took less than 2 minutes to take

Ultimate Question

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Key Drivers (the Why)

Intelligence!

Read carefully

More Why!

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Interactions

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Interaction NPS

We dedicate ourselves to thrilling our customers

Our annual Net Promoter

survey of our customers shows

important gains…

Berlin’s Net Promoter Score

Source: Survey of Berlin Packaging customers

…and two independent,

blind studies have shown

that Berlin leads the industry.

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Source: Bain & Company survey of customers and prospects (2011);

Parthenon survey of customers (2014)

Berlin 20%

Next highest 12%

Industry average 6%

Berlin 43%

Next highest 33%

Industry average 14%

31%

51%

2010 2014

Source: Satmetrix 2011 benchmark data

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We want to have the best service overall,

not just in the packaging industry

51%

60%

41%

53%

56%

72% Net Promoter leaders

by industry

“Berlin has developed a corporate

culture that recognizes the value of

people and aligning management

processes with business strategy…”

Excerpted from The Human Equation

By Jeffrey Pfeffer, Professional of Organizational Behavior,

Stanford Graduate School of Business

Published by Harvard Business School Press

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We are recognized by experts

% of total US workforce who are “engaged” with their company:

30%

% of employees who are “highly engaged” with Berlin:

76%

Our employees are highly engaged

and eager to thrill you

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Summary and

Next Steps

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Want more?

Read our white papers!

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Package More Profit™