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))