Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
“Our desire to continuously innovate and deliver market-
leading customer experiences has, along with Confirmit’s
expertis...
­–
Year 1 voc
programme results
but very specifically designed, covering 29 markets, 17 languages,
any one of 9 individual...
–
Delivering Value for the Business
Major business changes have taken place across RS Components
following the implementat...
“Bringing customer
experience to the
boardroom table
is still very rare,
particularly for
organisations of our
size. The c...
© 2015 Confirmit. All rights reserved. CustomerSat is a trademark of Confirmit, in the United States and/or other countrie...
Prochain SlideShare
Chargement dans…5
×

RS Components- Connecting the Voice of the Customer with ROI and Culture

318 vues

Publié le

  • Soyez le premier à commenter

  • Soyez le premier à aimer ceci

RS Components- Connecting the Voice of the Customer with ROI and Culture

  1. 1. “Our desire to continuously innovate and deliver market- leading customer experiences has, along with Confirmit’s expertise, enabled us to push back the boundaries of Voice of the Customer programmes. As a result of our strong partnership, we have a unique approach that impacts our business at every level.” Scott Jayes Customer Service Director, RS Components – About RS Components Established for over 75 years, RS Components is the world’s leading high-service distributor of electronics, automation and control components, tools and consumables, serving over a million customers globally. With operations across 32 countries and a global network of distribution centres worldwide, the organisation ships more than 44,000 parcels daily. Case Study RS COMPONENTS Connecting the Voice of the Customer with ROI and Culture Change In 2014, RS Components undertook a strategic Voice of the Customer (VoC) programme with the aim of systematically and consistently capturing insights into the customer experience. This would allow RS Components to gain visibility into, and create ownership of, the customer across the organisation through real-time reporting – including individual case management. The business also aimed to use the programme to deliver a consistent customer metric to drive and track customer experience improvements globally, using the insight gathered to determine, develop and deliver improved customer experience through clear journey mapping. At the strategic level, RS Components wanted to use the programme to drive cultural change and business improvement, centred on Net Promoter Score® (NPS) and Net Easy Score (NES) as the strategic KPIs. – Programme Structure The RS Components VoC programme is split into two areas: ■■ Voice of the Customer surveys: Providing real-time feedback on specific customer experience interactions, from a preparedness to recommend (NPS) and from an ease of use scale (NES). This survey is large in scope
  2. 2. ­– Year 1 voc programme results but very specifically designed, covering 29 markets, 17 languages, any one of 9 individual activities, and any one or combination of 7 channels. ■■ Web channel surveys: Capturing real-time feedback on RS Components’ websites from the users’ perspective, again based on NPS and NES. The web surveys cover any one or a combination of 9 individual web-related activities across 27 domains and 17 languages. All survey data is captured in Confirmit Horizons and used for action management (alerting, using Confirmit’s Action Management solution), operational reporting (via Confirmit’s Active Dashboards module) and strategic reporting (via tailored dashboards using Confirmit Reportal). All of these mechanisms were put in place with the single objective of providing a consistent voice of RS Components’ customers across the global business. In addition, RS Components tracks and analyses all of the verbatim comments from customers which often hold the most useful insights for the business and its employees. The team at RS Components acts on the feedback received from all channels in a variety of ways, including: ■■ Pre-defined alerts triggers that have been established and implemented globally, regionally and locally. ■■ A courtesy follow-up to all detractors in order to effectively close the loop at a contact level. ■■ Follow-up on promoter feedback in key local markets. Scott Jayes, Customer Services Director at RS Components, explains the strategic nature of the programme: “To drive the success of the VoC programme, we have created dedicated customer experience teams who are empowered to make life easier for customers, fixing their issues at root cause and going above and beyond the call of duty when required. “What’s more, to support our people’s skills and capabilities, we have implemented a global set of service standards that form part of the RS Commercial Training Academy. The Commercial Academy and Service Excellence training programme will become core business training models for all employees.” EMEA, +12.5% Net Easy Score, +11.5% Net Promoter score improvements APAC, +66% Net Easy Score, +33% Net Promoter score improvement Full ROI Benefits established and correlated for customer retention, sales and profit and average order frequency Survey response -+5% above global target of 15% On target to deliver 100,000+ pieces of customer feedback – Embedding Customer Experience Throughout the Organisation The VoC programme has been the catalyst for a critical cultural change journey for RS Components and is reflected in its newly created company mission statement: “To be the most customer-centric distribution organisation in the world. Connecting customers with parts and solutions.” RS Components believed the only way to ensure the entire VoC programme was joined up throughout the organisation was to use a single VoC solution. This is where the Confirmit Horizons platform and its associated VoC modules came into its own, allowing the business to build a tailored programme from the ground up, based on specific goals and defined metrics. Customer feedback is shared across the company with consistent reporting to inform the business about: ■■ The overall customer experience strategic landscape. ■■ Comparative views of customer experience across different markets, customer types and channels. ■■ Action needed in specific markets based on financial and other key business metrics. ■■ Alerts and case management at local market and customer contact level. Insight is also used to close the loop through marketing activities at a macro level to ensure continued customer engagement and acknowledge that their feedback is being listened to and acted upon. “What is most significant here is that RS Components’ employees in Japan will see exactly the same reporting as their counterparts in Germany, or the US, or the UK. There is complete consistency across all regions from a reporting perspective, even though survey feedback is gathered through multiple touchpoints and in multiple languages. This approach ensures there are no silos of information and empowers individual employees to compare their own performance against other regions/departments, to share cultural learning and drive a culture of improvement and best practice.” Scott Jayes Customer Services Director, RS Components 2 3
  3. 3. – Delivering Value for the Business Major business changes have taken place across RS Components following the implementation of the VoC programme. Most notably the fact that all customer experience (CX) activities are centrally governed to raise the importance of customer experience to a strategic level, and to ensure consistency across all regions, languages and channels. The company has established a dedicated, independent CX team, comprising senior level staff whose responsibility it is to implement and manage the individual elements of the VoC programme at a global and regional level. This team has a regular customer slot on the board meeting monthly agenda, ensuring CX has board-level focus and sponsorship to drive business change and improvement. A dedicated CX communication framework has also been implemented to support all internal communication channels. This engages employees at all levels of the business, from understanding current CX performance, taking action, and sharing best practice examples and customer success stories. – Delivering Value to Employees As well as using the VoC programme as a vehicle for company-wide culture change, the executive leadership team wanted to ensure its filtration to every individual. During rollout, ‘customer events’ took place for all employees to learn first-hand about the goals of the programme, the methods used, and the way in which insights would be shared. It was essential for RS Components to share the ‘why’ of the programme with all employees to ensure their full engagement. Now, all employees see the results of the VoC programme through the organisational communication framework and are an integral part of ensuring RS Components is customer-centric. The dedicated CX team ensures that employees are kept in the loop regarding feedback and business improvements being driven by it. This is largely a result of: ■■ Action Management - creates alerts for 5 different scenarios of customer response from the VoC survey, and 3 different scenarios of response from the web survey. All follow-up activities to these alerts are carried out locally, while being managed centrally by the CX Team. ■■ Operational Reporting - focused on empowering everyone to take ownership and action. It provides detail down to the individual survey response across all markets, sharing information including key metrics, action reports and web survey results with the right people. – Embedding CX as a Brand Value The combination of strategic business change and cultural change has been driven by the core business values and metrics defined by RS Components. The overriding brand value that all 6,400 RS Components’ employees work to is customer-centricity and the VoC programme was built to reflect the organisation’s six global service standards: Listen, Extra, Value, Educate, Resolve and Shape. As a result of the programme, RS Components has redefined its Customer Value Proposition, centring everything it does around the customer, with specific emphasis on making the customer experience easy, differentiating the organisation’s knowledge and expertise, and focusing on core customer needs. Customer experience is now an essential component of brand reinforcement in every customer interaction. Jayes explains: “The most critical change that has taken place and added value for our customers is our business-wide focus on customer experience. The way in which we as a global business have shifted our thinking cannot be underestimated. It is a culture that is quickly moving to embedded stage, through every ­– SHARING INSIGHTS ­– SHARING INSIGHTS Strategic overview of business performance Customer metrics established as strategic KPIs alongside sales and profit targets Consistent reporting across 29 markets A Strategic Landscape dashboard for senior leaders A strategic project prioritisation process 1,200 + leaders and employess given self- serve access to the operational dashboard Focus on driving improvements across local, regional and global NPS and NES Continuous improvement project focus and prioritisation including sharing/implementing best practice Service excellence standards were established as part of the company values, and form part of all employees appraisal process 4 5
  4. 4. “Bringing customer experience to the boardroom table is still very rare, particularly for organisations of our size. The cultural change that this programme has elicited throughout the business is the single most important innovation that has taken place since its inception.” Scott Jayes Customer Services Director, RS Components touchpoint, channel and geography - coupled with buy-in at all levels, from exec downwards and employee upwards.” – A Year of Innovation and Results The VoC programme at RS Components has proven to be truly innovative, partly due to its sheer scope to cover a global business with multiple customer touchpoints in all regions, and partly due to the willingness of the executive team to make customer experience a board-level issue. Jayes explains: “Bringing customer experience to the boardroom table is still very rare, particularly for organisations of our size. The cultural change that this programme has elicited throughout the business is the single most important innovation that has taken place since its inception.” Specifically, the innovation that has driven this global capability and ‘global to local’ customer view is Confirmit Reportal which allows local language coding for key verbatim questions. This supports RS Components’ commitment to understand and act upon the voice of its customers consistently, everywhere it operates. The results of the programme speak for themselves. As well as the impressive response rates, NPS and NES score improvements, and cultural shift, the dedicated CX team has succeeded in encouraging the business to think differently by holding up the mirror at every opportunity. The team now proactively provides coaching feedback to executive leaders on role modelling customer centricity and the behaviours attributed to this. Sharing customer stories from around the world and encouraging continuous participation demonstrate the successful engagement within and across the organisation. Stories are a weekly feature in RS Components’ global communication framework and has made the VoC programme a hot topic of discussion throughout the business. Jayes concludes: “Our desire to continuously innovate and deliver market- leading customer experiences has, along with Confirmit’s expertise, enabled us to push back the boundaries of Voice of the Customer programmes. As a result of our strong partnership, we have a unique approach that impacts our business at every level.” 6
  5. 5. © 2015 Confirmit. All rights reserved. CustomerSat is a trademark of Confirmit, in the United States and/or other countries. Other marks referenced herein are the property of their respective owners. www.confirmit.com info@confirmit.com Find Your Solution with Confirmit Contact Confirmit at info@confirmit.com today to schedule a free demonstration, and learn how Confirmit Voices can work for you. – About Confirmit Confirmit is the world’s leading SaaS vendor for multi-channel Voice of the Customer, Voice of the Employee, and Market Research solutions. The company has offices in Oslo (headquarters), Chengdu, Cologne, Grimstad, London, Moscow, New York, San Francisco, Sydney, Vancouver, and Yaroslavl. Confirmit’s software is also distributed through partner resellers in Madrid, Milan, Salvador, and Tokyo. Confirmit powers Global 5000 companies and Market Research agencies worldwide with a wide range of software products for feedback / data collection, panel management, data processing, analysis, and reporting. Customers include Aurora, British Airways, British Standards Institution, Cross-Tab, Dow Chemical, GfK, GlaxoSmithKline, GMO Research, JTN Research, Keep Factor, Morehead Associates, Nielsen, Research Now, RONIN, RS Components, Sony Mobile Communications, Swisscom and The Wellcome Trust. Visit www.confirmit.com for more information. *All trademarks are the property of their respective owners. Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix, Inc., Bain Company, Inc., and Fred Reichheld.”

×