Sound Customer Strategy

CompanyOverview

ColinBrogan

March2009

CompanyOverviewSoundCustomerStrategyMarch,20092

OurMission

Empowerourclientstoimproveloyalty,customervalue,andwordofmouthbydeliveringbestinclassadvisoryservicesandenabling

technologies

ProgramDesignNetPromoter®CerDfiedconsultantsdesignloyaltyprogramsthatintegratethevoiceofthecustomerintothedailyoperaDonsofyourbusiness

Implementa6onWesourcethesurvey,analysisanddistribuDonplaGormtosuittheneedsandscaleofyourenterprise.Toensuresuccess,weprovideexpertguidanceinloyaltybestpracDcesandchangemanagement

CustomerExperienceΔ®WeturnVOCintoinsighttochangethewayyoudobusiness.WeanalyzefindthekeydriversofloyaltyandfacilitatechangethroughstrategicacDonplanningandcustomerexperiencedesign.

CompanyOverviewSoundCustomerStrategyMarch,20093

Wehelpyoudeployopera&onalloyaltyprograms

Loyaltyprogramscantakemanyforms.SomeareorientedaroundincenDvesandpointstochangecustomerbehavior.OthersemphasizeintegratedandeventbasedmarkeDng.WhilethesecanbepowerfuliniDaDves,theydon’thelpyoumeasureandmanageloyaltyordrivecustomercentricitywithinyourbusiness.

SoundCustomerStrategybuildsoperaDonalloyaltyprograms.WeenableyourbusinesstogatherintuiDveloyaltymetricsthroughshortsurveys.YouanalyzeanddistributeVOCthroughanonlineplaGorm.YouclosetheloopwithcustomerstoneutralizeissuesandidenDfyrootcauses.Andyoupinpointwhatdrivesloyalty,allowingyoutoprioriDzeinvestmentsandimproveloyalty

CompanyOverviewSoundCustomerStrategyMarch,20094

OperaDonalLoyalty:PuUngvoiceofcustomerintoacDonIntegraDngVOCintothebusinessiswhatseparatesoperaDonalloyaltyprogramsfrommeremarketresearchstudies.ItallbeginswithasimpleloyaltymetricsuchasNetPromoter®.

  Loyalty,notsaDsfacDon  Linkstoindividualbehavior  Linkstocompanygrowth

  Shortsurveys Easytocommunicate

CompanyOverviewSoundCustomerStrategyMarch,20095

HowoperaDonalprogramswork

RelaDonshiporTransacDonal

Survey

1 Youselectametric–whetheritisaclassicNetPromoter®Scoreoradifferentmeasureofloyalty.Dependingonthenatureofthebusiness,youmaychoosetosurveycustomers(byphone,email,paperorfacetoface)onaperiodicRela&onshipbasis,orbyamorefrequentTransac&onalprocess.

ClosetheLoop

2 InandoperaDonalprogram,youmustclosetheloopwithcustomers.Dependingonyourstrategy,youmaywanttoreachoutfirsttoDetractors(disloyals),orhavepersonalconversaDonswithallcustomers,tonegateissuesandnegaDvewordofmouth,andlearnmoreaboutcustomerneeds.

ActonVoiceofCustomerData

3 IdenDfykeydriversofloyaltythroughquanDtaDveandqualitaDveanalysis;idenDfyanddistributebestpracDces;workcrossfuncDonallytodevelopaprioriDzedplanofacDontoimprovethecustomerexperience

CustomerExperienceΔ

4 YoumustrepeattheprogramconDnuously,andingrainthedisciplineintothefabricofyourorganizaDon.Eventually,youwillshicfocusfromthecurrentexperience,tocreaDnginnovaDvetreatmentstrategiesbasedontheexpressedandunconsciousneedsofyourcustomers.

CompanyOverviewSoundCustomerStrategyMarch,20096

Measureloyalty,acrossthecustomerexperience

Purchase Delivery Service Use Repurchase

NPS%Measureonarela6onshipbasistodetermineoverallloyaltyandthelifecycleexperiencesthatdriveit

NPS% NPS% NPS% NPS% NPS%

Measureonatransac6onalbasistoimproveteamperformanceandimprovetouchpointexperiences

UsequanDtaDveandqualitaDveVOCtoprioriDzeyourfocusforCustomerExperienceΔ

DeterminestrongestrelaDonshipsbetweentouchpointmetricsandloyalty,idenDfygapareasandprioriDzeyourinvestments

CompanyOverviewSoundCustomerStrategyMarch,20097

It’snotthemetric,it’stheacDon

AnoperaDonalloyaltyprogramisanenterpriseiniDaDve.Assuch,itrequiresacomprehensiveapproachtochangemindsandinspireacDon

CompanyOverviewSoundCustomerStrategyMarch,20098

Endgame:Generatepromoterstopowergrowth

Promotersaremorelikelytorefer,makeaddiDonalpurchases,andhavelongertenure–thustheycontributehighervaluetoyourbusinessoverDme.Youmustfindwaystocreate

promoters,andminimizedetractors,tomakeyourbusinesssoar.

Promoter

Passive

Detractor

mostvaluablecustomers

LifeDm

eValue

Index

0

‐25

100

50

belowzeros

IllustraDveexample

CompanyOverviewSoundCustomerStrategyMarch,20099

ProgramDesign ImplementaDonCustomer

ExperienceΔ®

TechnologyPlaGorm

ChangeManagement

ExperiencedNetPromoter®ConsultantsdesignacomprehensiveloyaltyprogrambasedonprovenbestpracDces.YourimplementaDon‐readyplanwillincludesurveydesign,datastrategy,technologyplaGorm,closedloopdesign,governance,communicaDons,andCustomerExperienceΔ®plan.

WeworkwithyoueverystepofthewaytodeployanonlineplaGormthatwillpoweryourprogram.Yoursystemdeployssurveys,integratesfinancialandoperaDonaldata,analyzesinsightsanddistributesinformaDonacrossyourenterprise

Weknowtheenablers,andbarriersofloyaltyprogramsuccess.Wewilldothehardworkofdesigningtherightprocessesand

insDllingculturalchangesneededtoaligntheorganizaDonaroundacDon

WeprovidethoughGulanalysistodiscoverwhatdrivesloyaltyinyourbestcustomers,andwhatchangesmustbemadeateachtouchpointtoimprovethecustomerexperience,increaseloyalty,andlockingrowth.

OurOfferings

CompanyOverviewSoundCustomerStrategyMarch,200910

OurOfferings

ProgramDesign Implementa6on CustomerExperienceΔ®

  LoyaltyWorkshop

  ProgramAssessment

  ProgramPlan

ChangeManagement   ResultsAnalysis&PresentaDon

  StrategicAcDonPlanning

  CurrentStateTouch‐map

  CustomerNeedsAnalysis

  CustomerExperienceDesign

  LoyaltyProcessDesign

  FieldEnablement

  Training/EducaDon

TechnologyPlaGorm

  VendorRequirements&SelecDon

  ImplementaDonManagement

CompanyOverviewSoundCustomerStrategyMarch,200911

ColinBrogan,ManagingPartner

ColinBroganisthefounderofSoundCustomerStrategy.HisNetPromoter®CerDfiedteamensuresthatenterpriseloyaltyiniDaDvesadheretoprovenbestpracDcesandresultinbothoperaDonalandstrategicbenefits.

HehasworkedwithFortune500companiesacrossmulDpleindustries,forgingenterprisecustomerexperiencestrategiesthatengenderloyalty.

Previously,Mr.BroganheldleadershipposiDonswithSatmetrixSystems,theco‐developeroftheNetPromoterloyaltymethodology;andPeppers&RogersGroup,whereheledconsulDngengagementsincustomerexperiencedesign.Healsolaunchedthe“CustomerJourney”ownerexperienceiniDaDveatMercedes‐BenzUSA.

ColinreceivedhisMAinPublicAffairsfromtheUniversityofConnecDcut

FuncDonalExperDse  CustomerExperienceDesign  NetPromoter®ProgramDesign&Best

PracDces  CRMCustomerStrategy  TouchpointAnalysis  ProgramImplementaDon

IndustryExperience  Healthcare

  ComputerSocware

  AutomoDve

  Government

  PharmaceuDcal

  TelecommunicaDons

www.soundloyalty.com

[email protected]

twirer@colinbrogan

NewYork

2033052087