CAPSTONE CUSTOMER ADVOCACY PROGRAM FOR BUSINESS

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CUSTOMER EXPERIENCE CHALLENGES

Are you developing strategies based on organizational memory and observed long term trends?

Do you serve your customers when they need you and want you?

Have you been successful in delivering a consistent positive experience to customers?

Are you generating insights on a customers’ perception on a real time basis?

Capture Voice Of Customer Define A Strategy Around Customer Experience

Execute Plans

Measuring and analysing customer experience can help a business not only retain its customers, but provide valuable insights into how to attract new customers

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CONVENTIONAL APPROACH VS. CAPSTONE

Reactive • Reactive approach towards customer

experience management looking at retrospective data, which often does not

help address current customer needs

Proactive • An ‘Early Warning System’ that helps

capture signs of poor experience and enable ground team to address them proactively

Siloed View • Customer experience measured and

analyzed in isolation with no clear link with business outcomes

• This leads to no clear RoI of experience initiatives and therefore a lack of adoption

Integrated View • Linking customer experience to behavior

and establishing a link between how experience drives behavior

Judgment Based • Based on legacy processes, collective

experience • Often leads to improper assessment of

customers’ stated experience

Objective, Data Based • Using a data driven view to

understand customer segments – focusing on demonstrated, measurable behavioral data

Understanding Of Customer

Analysis Of Customer

Experience

Implementation Approach

Conventional Approach CAPSTONE Approach

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WHAT CAPSTONE OFFERS

Strategies

Experience Behaviour

Customer level insights on experiential parameters correlated with actual behaviour will help design strategies that will influence and engage customers and deliver profitable/sustainable growth

Establish a link between true customer behavior and

experience by measuring them in a holistic manner

Regularly modify strategic or tactical initiatives by

measuring changes in customer behavior

Maximize Customer Experience – Influence Behavior

Integrated Approach

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HOW DOES CAPSTONE HELP ?

Survey # 1 (January) Point of No Knowledge

Survey # 2 (September) Point of No Return

↑

‘Blind Zone’ Period with no knowledge of

customer experience

‘Zone of Discontent’ Period with no engagement

with customer despite negative

experience

Customer Experience

(leading)

Customer Behavior (lagging)

Capstone helps in 2 ways: 1. Capture early signs of adverse

experience by capturing change in

behavior 2. Help diagnose and define

corrective action by providing experiential drivers of behavior for a customer

CAPSTONE CUSTOMER ADVOCACY PROGRAM

• Profitability based (RFM)

• Behavioural based (Natural clusters)

Segmentation

• Experiential parameters

• Stated Perception

• Overall Advocacy

Experience

Measurement

• Ongoing Customer Scorecard

• Ongoing Process review

Management

CAPSTONE is a service framework with elements of cloud based reports that look to combine customer experience/ loyalty research, real time behaviour models to prepare periodic scorecards

that drive specific and measurable outcomes around customer engagement initiatives

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CAP STONE ALLOWS YOU TO TAKE STRATEG IC D ECIS IONS BY ANSWERING KEY QUESTIONS

Segmentation

Experience Measurement

Management

• Who are my key customers (by volume/ value)?

• Where are they located?

• Which of my products/services do they purchase?

• How long have they been my customers?

• What support do they provide in the logistics value chain?

• What has been their inventory turnover?

• What has been the customers’ stated perception across parameters such as:

• Purchase processes

• Marketing support

• Product quality

• Will the customer willingly recommend my product to another customer?

• Overlaying behaviour with experience:

• What elements of customer experience have driven their actual behaviour

• What should be my short, medium and long-term customer engagement programs to sustain behaviour and experience?

• How has my customer behaviour changed over a period of time?

• Is this change significant? Should I act?

• What could be the experiential elements which contributed to this change in behaviour ?

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CAPSTONE AT WORK

Profitability

Po

ten

tial

A detailed customer behavioral segmentation, which segments customers based on volumes, profitability. The segment profile will help the business in establishing: sales force effectiveness, customer incentivization, communication strategy, budget allocation

A detailed customer experience program, this will entail planning , design, execution and analysis of the survey data. The aim is to create loyalty/satisfaction metrics that can be tracked across customers

Who are my customers? How should I decide on customer engagement ?

How do I align my sales team to various customer segments ? What

should guide my customer engagement strategies ?

Strategic imperative: Understand

What are my customers saying ? How am I performing on factors under my

control ? What is my customers’ perception of my brand and

competition? How is my customer loyalty ?

Strategic imperative: Analyze

What is my mechanism to track

customer performance on a regular basis ? How do I track Dealer

performance? What trends are forming around Dealer behavior?

Tactical imperative: Monitor A customer scorecard, which establishes baseline process controls for each metric and flags customers based on metric distribution. A monthly refresh becomes the blue print for sales/business review meetings.

What CAPstone does What you get Business Problem

Actionables

Sales Volume A/c Payable Stock Leave Demand Action

Dealer Segment

Dealer 1 Very High Immediate

Dealer 2 Very High Immediate

Dealer 3 Very High None

Demographics Metrics

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CAPSTONE AT WORK: KEY STAKEHOLDERS & PROCESS

Behavioral Data

Client Team Ma Foi

Sales & marketing team, ERP/ MIS teams, strategy teams must deliver all quantifiable and measurable data to Ma Foi

Ma Foi will use raw data and clean up. Tools used: Excel

Segmentation Client must specify if they are already segmenting their behavioural data and if any continuity is needed

Ma Foi will draw up segments based on appropriate scientific methodologies Tools used: Excel, R, Cluster analysis, K means…

Experiential data Client must specify if they are already tracking any experiential data and if any continuity is needed

Ma Foi will define the parameters needed to track and measure experiential data

Survey Sign-off on data parameters, survey design and questionnaires

Ma Foi will design the survey, arrive at a representative sample, design the questionnaires and collect data

Determine which element of experience drive behavior. Suggest activities to improve and conduct additional surveys to measure outcomes

Process Elements

Measurement

Analysis + Recommendation

Design dynamic cloud based scorecards that are linked to client CRM systems and capture changes in customer behavior

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CAPSTONE CLOUD BASED SCORECARD(1/2)

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CAPSTONE CLOUD BASED SCORECARD(2/2)

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Business Context

CAPSTONE Delivery

Framework

Business Impact

• A leading Indian manufacturing company was looking to encourage and enable its sales field force by creating awareness on dealer engagement

• The company was looking for a complete’ dealer management solution to monitor

the level of dealer engagement across regions

• Experience Measurement: Conducted dealer experience surveys to identify promoters & detractors

• Segmentation: Identified natural clusters of dealers around KPI’s & adopted RFM

framework to measure dealer activity • Dealer Management: Instituted an objective scorecard to monitor dealer

performance (Dealer Scorecard)

• Identified & profiled Promoters / Detractors & formulated dealer level strategies • Proposed an Evidence based incentive structure • Identified regional & vintage bias in performance • Created an objective performance monitoring plan through dealer scorecards

CASE STUDY: CAPSTONE FOR MANUFACTURING: A DEALER MANAGEMENT SOLUTION

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• The client, a leading healthcare intermediary based in US, was looking to drive revenue through better engagement and retention among its existing customers, which were hospitals

• The client already had completed a exhaustive segmentation exercise and was conducting regular customer satisfaction surveys

• As a means of driving action within its sales & account management team, the client was looking at establishing a link between stated customer experience and actual behavior and also developing tools that can provide timely & account specific insights

• Segmentation: Leverage existing client member segmentation data • Experience Measurement: Leverage existing customer survey data in conjunction

with segmentation data • Analysis: Identify experiential drivers of behavior and establish a link between

experience and behavioral parameters • Management: Design dynamic cloud based Scorecards that capture changes in

member behavior to enable strategic and tactical interventions at each member/facility level

• The project is ongoing and currently we are conducting analysis of client's data mart containing segmentation data

• In parallel, we are analysing the clients customer survey data in the context of defined segments to come up with experiential drivers of customer behaviour

CASE STUDY: CAPSTONE FOR HEALTHCARE AN ENGAGEMENT & RETENTION TOOL

Business Context

CAPSTONE Delivery

Framework

Ongoing Activities

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Stop thinking Output. Live Outcomes.

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