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Welcome
Improving the Customer Experience in VMware using surveys and more
Natalia Avilés FioravantiSenior Research Analyst | VMware
linkedin.com/navilesf
#TC18
Agenda
VMware CX Journey
Survey Analysis
Executive Dashboards Tips
VMware CX journey
At VMware, we listen differently
In Customer Advocacy we continuously
uncover insights to influence business
improvements across VMware to
maximize customer, partner, and
employee experience – and ultimately,
VMware profitability
We take action
VMware exists to delight our customers, partners and employees. Our Customer Advocacy team plays a critical role in helping us achieve that goal”Pat Gelsinger
CEO, VMware
We measure great experiences using Net Promoter Score
“How likely are you to recommend VMware to a colleague or associate?”
NPS = % of Promoters - % of Detractors
How VMware does stack up in CX?
Tested against
60other B2B technology companies in Temkin’s annual NPS benchmark research, VMware is the only company to rank in
the top 5 for 6 years running
VMware’s NPS in 2018: 51Average NPS: 21.2
1 VMware EDSSAS
Institute
IBM
Software
Microsoft
ServersVMware
2SAP
AnalyticsVMware
HPE
Outsourcing
HPE
OutsourcingVMware
IBM
Software
3Microsoft Biz
AppsEMC Intel IBM SPSS
SAS
InstituteDellEMC
4MS Desktop
Apps
Microsoft
Servers
MS Desktop
AppsVMware Google
MS Server
Software
5Microsoft
Servers
Oracle
OutsourcingVMware
Oracle
Outsourcing
Microsoft
Biz AppsTrend Micro
2013 2014 2015 2016 2017 2018
Ran
kin
g
Source: Temkin August 2018 survey to 800 IT decision makers of North American companies with at least $250 million annual revenue
Tableau has a key role
Speed of Insights
Storytelling
Engaging
visualizations
Broader audience
Ease of use
Survey analysis
How to analyze survey data?
• Survey tools
• Data formatting & cleaning
• Weighting survey data
• NPS Calculation
• Create NPS Formula
• 7pt scale questions
• Full distribution
• Top 2 box
• Show demographic results
• Filters
• Parameters
Survey Tools
Our Survey
• Twice a year
• 10.000+ answers
• NPS + 7pt scale question
• Main segments:• Geographic Segmentation
• Business Segmentation
• Role Segmentation
Data download & formatting
1. Download the data
2. Change header names from questions to a more significant name
3. Review data format
4. If you are planning to add weighting, now is a good moment
Weighting is used to adjust the results of a study to bring them more in line with what is known about a population.
To weight or not to weight?
Calculated Field: Promoter
Calculated field: Promoters Calculated field: Promoters weighted
Calculated field: Promoters
IF [NPS] > 8 THEN 1 ELSE 0 END
Calculated field: Promoters (w)
IF [NPS] > 8 THEN [Weight Value] ELSE 0 END
Calculated Field: NPS
Calculated field: NPS Formula
int(round(100*(sum([Promoters])/sum([Number of Records])-sum([Detractors])/sum([Number of Records])),0))
Create your visualization
Net Promoter Score (weighted)
Calculated field:
Detractors (w)
IF [NPS] < 7
THEN [Weight Value]
ELSE 0
END
Calculated field:
NPS Formula (w)
int(round(100*(sum([Promoters
(w)])/[Total NPS (w)]-sum([Detractors
(w)])/[Total NPS (w)]),0))
Calculated field:
Passives (w)
IF [NPS] > 6 AND [NPS] < 9
THEN [Weight Value]
ELSE 0
END
Calculated field:
Promoters (w)
IF [NPS] > 8
THEN [Weight Value]
ELSE 0
END
Calculated field:
Total NPS (w)
SUM [Detractors (w)] +
SUM [Passives (w)] +
SUM [Promoters (w)]
How satisfied are you with <product or service>?
1 2 3 4 5 6 7
Extremely Dissatisfied
Extremely Satisfied
Quick table calculations
Calculated field:
% of Total
SUM([Number of Records]) /
TOTAL(SUM([Number of Records]))
Calculated field:
% of Total (w)
SUM([Weight Value]) /
TOTAL(SUM([Weight Value]))
Full distribution vs Top 2 box
7 point scale – Full distribution
7 point scale – Top 2 box
Showing demographicdetails
Demographic details – Parameters
Calculated field:
Breakdown Views
CASE [Parameter Breakdown Views]
WHEN 1 THEN [Geo]
WHEN 2 THEN [Role]
WHEN 3 THEN [Segment]
END
Demographic details – Parameters
Demographic details – Filters
Executive dashboard tips
Leverage online ideas, but trust
your own style4
Stories, parameters & filters are
your friends3
Add counts and KPIs summary 2
Know your audience & identify the
usage of the dashboards1
Useful tips
Leverage online ideas, but trust
your own style4
Stories, parameters & filters are
your friends3
Add counts and KPIs summary 2
Know your audience & identify the
usage of the dashboards1
Useful tips
Leverage online ideas, but trust
your own style4
Stories, parameters & filters are
your friends3
Add counts and KPIs summary 2
Know your audience & identify the
usage of the dashboards1
Useful tips
Numbers are not real VMware scores
Leverage online ideas, but trust
your own style4
Stories, parameters & filters are
your friends3
Add counts and KPIs summary 2
Know your audience & identify the
usage of the dashboards1
Useful tips
Leverage online ideas, but trust
your own style4
Stories, parameters & filters are
your friends3
Add counts and KPIs summary2
Know your audience & identify the
usage of the dashboards1
Useful tips
Please complete the
session survey from the
Session Details screen
in your TC18 app
Thank you!
#TC18
Net Promoter Score
Calculated field:
Detractors
IF [NPS] < 7 THEN 1
ELSE 0
END
Calculated field: PromotersIF [NPS] > 8 THEN 1
ELSE 0 END
Calculated field:
NPS Formula
int(round(100*(sum([Promoters])/sum([Number of Records])-
sum([Detractors])/sum([Number of Records])),0))
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