Customer Voice, Not Customer Noise Interpreting Customer Voice into successful Marketing Programs BIG Data is a commonly used term these days. It’s not only how you collect date, it’s what you do with it. Attendees will learn why gathering customer feedback is important, how to get customer feedback, and what to do with that feedback once you have it. Mr. Moats will demonstrate how Siemens Building Technologies implemented a successful (VOC) Voice of the customer program, what they did with the data and how they turned data into actionable Marketing programs (or sales?)

1. Restricted © Siemens Industry, Inc. 2013 All rights reserved. Answers for industry.
Customer Voice, Not Customer Noise
Interpreting Customer Voice into successful Marketing Programs
Mike Moats, Head of Marketing
Siemens Building Technologies
Kellstadt Marketing Group Symposium

2. Restricted © Siemens Industry, Inc. 2013 All rights reserved.
Mike Moats
Biography
Mike Moats heads up the marketing organization at Siemens Building Technologies.
Mike has worked to translate research insights into actionable strategies and
inspired breakthrough programs to position Siemens as a leader in the
Building Technology space. In his role, he has oversight for the strategic direction of
Siemens Building Technologies, deriving customer insights from hard to reach business-to-business
sectors. Mike's organization Includes business line marketing , vertical marketing, business intelligence,
and customer voice initiatives. Mike's team, works directly with in-house research, creative and client
service teams to instill the voice of the customer in all marketing programs.
Moats started with Siemens in 1999 as Manager of Proposals and Contracts with the facility
management group. His other duties within Building Technologies have included Pricing Manager for
Controls and Product Business, where he focused on market intelligence, value pricing and our
international market strategy.
Mike is a graduate of Iowa State University with a degree in Political Science and earned his MBA from
George Mason University in 1999.

3. Restricted © Siemens Industry, Inc. 2013 All rights reserved.
Agenda
• Siemens Overview
• Global Company / Local Offices
• Customer Voice Overview
• Using Data to help tell your story
• Deciphering Customer Voice
vs. Noise
• Putting Feedback
into action
• Results

4. Restricted © Siemens Industry, Inc. 2013 All rights reserved.
Overview of Siemens
Infrastructure
& Cities
Divisions
• Building
Technologies
• Smart Grid
• Low and
Medium Voltage
• Mobility and
Logistics
• Rail Systems
Industry
Divisions
• Drive Technologies
• Industrial
Automation
• Industry Solutions
Healthcare
Divisions
• Imaging and IT
• Workflow
and Solutions
• Diagnostics
Energy
Divisions
• Fossil Power
Generation
• Renewable Energy
• Oil & Gas
• Energy Service
• Power
Transmission
• Power

5. Restricted © Siemens Industry, Inc. 2013 All rights reserved.
Siemens
Infrastructure & Cities Sector
Building Technologies
• Building Automation
• Fire Safety and Security
• Control Products and Systems
Smart Grid
• Energy Automation
• Rail Electrification
• Services
Low and Medium Voltage
• Low Voltage
• Medium Voltage
Mobility and Logistics
• Infrastructure Logistics• Rail Automation
• Complete Transportation and
e-vehicle Infrastructure
Rail Systems
• Locomotives and Rolling Stock Services
• Turnkey Business
• High Speed and Commuter Rail
• Metro, Coaches and Light Rail

6. Restricted © Siemens Industry, Inc. 2013 All rights reserved.
Global Company / Local Offices
More than one hundred offices in U.S.
BostonSyracuse
Chicago
Des Moines
Kansas City
Minneapolis
St. Louis
Birmingham
Dallas
Houston
New Orleans
Baltimore
Louisville
Nashville
Beltsville
(Washington)Richmond
Virginia
Beach
Los
Angeles
San Diego Phoenix
San
Francisco
Denver
Portland
Seattle
Atlanta
Charlotte
Jacksonville
Miami
Orlando
Raleigh
Tampa
Florham Park
Philadelphia
Cincinnati
Detroit
Indianapolis
Pittsburg
Fresno
Sacramento
Las Vegas
Albuquerque
Anchorage
Fairbanks
Juneau
Eugene
Moscow
Spokane
Mt. Vernon
Fife
Boise
Colorado
Springs
Wyoming
Salt Lake
City
Omaha
Bloomington
Milwaukee
Jackson
Lafayette
Pensacola
Austin
San Antonio
Oklahoma City
Tulsa
Gainesville
Savannah
Tallahassee
Memphis
Roanoke
Harrisburg
S. Jersey
Grand Rapids
Cleveland
Columbus
Buffalo
Rochester
Albany
Hartford
Maine
Rhode Island
Somerville
Branch Location

7. Restricted © Siemens Industry, Inc. 2013 All rights reserved.
Siemens Customer Voice Program
Giving Customers a VOICE
"Statistics suggest that when customers complain, business owners and managers ought to
get excited about it. The complaining customer represents a huge opportunity for
more business." — Zig Ziglar
Mission
• Focus on the customer by including them as a priority in
everything we do
• Listen to the voice of the customer and learn from
their feedback
• Create value by taking action on their feedback
• Understand our role and improve
Method
• Survey Process
• Assess customer relationship strength
• Obtain feedback triggered by transactional events
• Feedback Management
• Closed loop process to address customer complaints
• Identify improvement opportunities to improve our
customer's experience
• Improve our product, solutions and service offerings

8. Restricted © Siemens Industry, Inc. 2013 All rights reserved.
Giving Our Customers a Voice
Utilizing NPS
"A satisfied customer is the best business strategy of all." — Michael LeBoeuf
• Strategies for increasing NPS®
and leveraging loyalty to drive
sustainable growth
• Maturing beyond improving the
customer experience
• Segmenting customers for a more
targeted approach to
customer management
Detractors Passives Promoters

9. Restricted © Siemens Industry, Inc. 2013 All rights reserved.
Customer Voice or Customer Noise
Interpreting our customer's feedback
"Our DNA is as a consumer company - for that individual customer who's voting thumbs up or
thumbs down. That's who we think about. And we think that our job is to take responsibility for
the complete user experience. And if it's not up to par, it's our fault, plain and simply."
— Steve Jobs
"They're knowledge of the NFPA codes has helped me and the facility stay
in complete compliance through the years and with the Fire Services for
Healthcare Accreditation program that is in place now is a tremendous asset
to the organization. Thank you for such outstanding service."
"They have excellent BACnet compliance and their control products
are reliable."
"As mentioned earlier I feel that Siemens could do a better job with/for
us as it relates to the environment. Educating us as to how we could be
better at energy conservation and taking the lead in that regard."
"Siemens is a globalist company in league with the globalist elites who are
out to destroy our liberties and create a one world government. I have no
stomach for people and/or companies who are out to destroy God, Mom and
apple pie."

10. Restricted © Siemens Industry, Inc. 2013 All rights reserved.
Using Data to help tell your story: Data Storytelling
Adding Business Intelligence for a complete view
"You can have data without information, but you cannot have information without data."
— Daniel Keys Moran
Capture Analyze
ContextPackage

11. Restricted © Siemens Industry, Inc. 2013 All rights reserved.
Putting Feedback Into Action
Siemens Sustainability Program
Key Strategies
• Gain visibility and awareness among employees
• Educate our employees on what we are doing
• Engage employees to take action and
participate local / regional efforts
• Communicate our Energy, Green Building
and Sustainability portfolios to the industry
• Brand recognition in the market
• Ensure continued visibility of our internal sustainability efforts
Key Actions
• Established an annual Sustainability Award
• Mandatory sustainability training module
• Leverage all Siemens communications vehicles for maximum
impact
• Created NEW solutions for the Market
Employee Newsletter
Company Intranet

12. Restricted © Siemens Industry, Inc. 2013 All rights reserved.
Putting Feedback Into Action
Key Accomplishments
PRODUCTS:
 Over 980 Environmental Product Declarations
 Annual environmental audits including ISO 14001
 Elimination of product paper labels
 Ranked a Supersector Leader in the Dow Jones
Sustainability Index (DJSI) for Industrial Goods
and Services

13. Restricted © Siemens Industry, Inc. 2013 All rights reserved.
Putting Feedback Into Action
Key Accomplishments
OPERATIONS
 EPA Green Power Partner: 6% of
building electricity consumption
through REC purchases
 Building Certification: Energy Star (5),
LEED (2), Green Globes (1)
 Increased fleet fuel efficiency by 15%
(2.4 MPG) since 2007
 Energy Metering at 25 locations,
representing 55% of square footage
and 65% of electricity consumption
 Eco Fund grant program provides
financial support to local sustainability
initiatives
- Over 70 grants awarded
towards branch energy
conservation projects
-
10,000
20,000
30,000
40,000
50,000
60,000
2007 2008 2009 2010 2011
Fleet
Buildings
Air Travel
17% reduction
overall since
2007!
Carbon Footprint

14. Restricted © Siemens Industry, Inc. 2013 All rights reserved.
Putting Feedback Into Action
Key Accomplishments
Solutions:
 328 LEED credentialed professionals, a 150% increase since
2009
 Acquisition of PACE Global for energy consulting and strategy
 New Solutions: Solar PPA, Existing Building
Commissioning, LEED Consulting, CNG
 Energy & Sustainability business accounted for 38% of total sales
in FY2012 $174M Green Solutions
Green Building Portal
Environmental
Impact Calculator

15. Restricted © Siemens Industry, Inc. 2013 All rights reserved.
Putting Feedback Into Action
Key Accomplishments
Transparency
Sustainability Microsite
Employee Sustainability Training Module
Sustainability Reporting: 2 Annual
Sustainability Reports, 1 Carbon
Footprint Report
Monthly sustainability champion
webinars
Named to the Global 500 Carbon
Disclosure Leadership Index (CDLI) for
the 5th consecutive year

16. Restricted © Siemens Industry, Inc. 2013 All rights reserved.
Results: Dell Children's Medical Center
World's First LEED Platinum Healthcare Facility
"Statistics suggest that when customers complain, business owners and managers ought to
get excited about it. The complaining customer represents a huge opportunity for
more business." — Zig Ziglar
First healthcare facility in
the world to achieve a
LEED Platinum Certification
Building Automation Solution
efficiently integrates facility
systems and devices
Efficiency measures
save enough energy to
power about 1,800
homes annually