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Agenda – Monday, January 26
Answering the Ultimate Question: How to Ride Out the Recession with Your Customers
Richard Owen, CEO, Satmetrix
When it rains, it pours. And the economy has been pouring out bad news lately. As companies hunker down in their proverbial “Noah’s Ark,” it is crucial that they invite customers on board with them to stay as close as possible to the relationships that matter most. Richard will explain how Net Promoter can move to the forefront of your company’s strategy in the current economy, drawing on recent case studies and examples from his new book with co-author Dr. Laura Brooks. How can you separate short-term shocks to the system from long-term customer value? And what practical processes and tools for Net Promoter programs can you apply most effectively in a down economy? Join Richard to discuss the unique challenges of the current economic climate, and how winning companies can keep customers on board to ride out the storm and emerge on top.
The Schwab Story: Reviving Customer Relationships and Growth by Focusing on Loyalty
Walter Bettinger II, President & CEO, Charles Schwab
Join Charles Schwab CEO Walt Bettinger as he discusses how this leading financial services firm used Net Promoter as part of a strategic turnaround to re-focus on customer relationships and reinvigorate growth. Why did Schwab make Net Promoter part of their strategy? What were the barriers and the eventual benefits of removing bad profits from the business? And how are these investments in the customer relationship paying dividends in the current financial crisis? Hear both the challenges and the impressive results of Schwab’s journey, including a 50 point improvement in NPS and a resurgence of growth in net new assets.
If the Shoe Fits: How Zappos.com Is Transforming Online Shopping by Creating a Culture Powered by Service
Tony Hsieh, CEO, Zappos
Zappos.com has taken the online shopping world by storm, changing the way consumers shop for shoes. Hear how founder and CEO Tony Hsieh took the company from start-up phase to over 1300 employees and over eight million customers by shattering traditional rules—from return policies, to pricing and shipping fees, and employee selection and hiring. The results: legions of Promoters who fuel growth and an intensely loyal employee base with a shared passion for service.
Creating Culture through Employee Practices: Customer Loyalty through Employee Engagement
Ryan Magnon, Vice President, Quality, The West Paces Hotel Group
The West Paces Hotel Group, (founded by Horst Schulze, co-founder and former President of The Ritz-Carlton Hotel Co.), opened new Capella Ultra-Luxury Hotels and Resorts and Solis Luxury Hotels and Resorts in 2007. They have a lofty goal – “to be the global leader in the service business.” NPS plays a key role in the organization’s efforts toward achieving that goal. West Paces believes that when organizations create a culture based on purpose, values and principles where quality management practices thrive, and combine that with an intense focus on empowerment, employee engagement increases significantly. When employees are more engaged in their work and have the performance tools to do it well, they deliver better service and create loyal customers. Hear how West Paces is putting customer-focused behavior into practice, from a real-life “learning lab” where new initiatives can be tested prior to implementation, to educating hotel staff about NPS and teaching employees that they are doing more than fulfilling a function – they are serving a purpose.
Beyond the Product “Fix”: Developing Emotional Ties That Bind
John Heyman, Chief Executive Officer, Radiant Systems
When something’s wrong – you fix it. But fixing your product or service delivery may not be enough. As a leading supplier of POS hardware and software solutions for consumer retail companies, Radiant knew how to make things work from an engineering perspective. But being easy to work with and getting the right features into the product didn’t necessarily translate into customer loyalty. Find out how Radiant used Net Promoter to reach for a deeper relationship with their business clients, tapping into the all-important personal side of customer interactions.
Keeping the End Game in Sight – NPS as a Leading Indicator of Profitability and Growth
Steve Dee, Sr. Vice President & Head of Client Loyalty, Swiss Reinsurance
Swiss Reinsurance connects their NPS scores to profitability and growth with as little as one survey! In this session, Steve Dee will show how making this connection has resulted in accelerated executive acceptance and increased employee buy-in. As the organization moves from a tactical NPS approach to more of a cultural viewpoint, find out what happens when both employee loyalty and customer loyalty become the cornerstones of new global brand initiatives.
Improving your NPS Through Online Customer Engagement
Tom Kehler, Vice President and GM Community Solutions, Satmetrix
Claudio Pugliese, Customer Care Manager, Mars Direct
It is commonly understood that customers talk about your company, your brand. The operative question is how do you engage in the conversation and make a difference. Addressing the needs of your customers as a result of direct engagement builds positive word of mouth, increases brand advocacy, and improves customer loyalty. Most consumer brands view engagement strategies as noble but unaffordable. This session focuses on how you can engage with your customers online to improve product and service experiences, identify your NetWorked Promoters, and activate positive word of mouth in a manageable program. A customer engagement program complements your Net Promoter program by enabling a continuous dialog and an ongoing relationship with your customers. Such a program can be instrumental in helping your company provide the best products and services, nurture your Promoters, convert Passives, and minimize Detractors. This session will include presentation by Mars Direct on the MyM&Ms community discussing experience in building a customer engagement strategy for a direct to consumer business.
NPS: The Transition from Survey to Discipline
Tammy Gallegos, Vice President, Service Quality, America First Credit Union
Denise Wymore, Culture Consultant
After reading the HBR article “The One Number You Need to Grow” America First Credit Union began asking their members the ultimate question. Little did they know, they already had one of the highest scores in the nation for a financial institution. America First believes that they can never be “good enough,” so their culture has embraced NPS as a discipline. Today they have 80 branch managers who own their scores and work to make changes and improve member loyalty. The voice of the member is paramount in their decision making; from dress code to branch hours, the members’ voice is constantly heard. Tammy Gallegos, VP, Service Quality at America First Credit Union and Denise Wymore, Cooperative Culture Consultant, will share secrets and successes to moving NPS from a survey to a discipline in your organization.
How Looking Inside Reaches Out: Q&A on Veritude’s Employee Outreach
Melissa Namiot-Mader, Director, Business Systems Analysis and Loyalty Programs, Veritude
John Abraham, GM Net Promoter Programs, Satmetrix
How do you double your Net Promoter Score over a six-month period, outpace competitors, and continue to improve loyalty when customers are under pressure? Join John Abraham of Satmetrix as he interviews Melissa Namiot-Mader on Veritude’s use of NPS in the strategic human resources and staffing business. Melissa will explain how Veritude has involved employees in each step of the customer feedback process, making Net Promoter part of the company’s way of doing business since the program’s inception in 2005. Bring your questions with you, and get tips on effective approaches for employee training workshops, executive engagement, closed-loop feedback processes, employee recognition programs and employee compensation.
Word of Mouth Economics
Vince Nowinski, Principal Methodologist, Satmetrix
With the eroding influence of traditional marketing and advertising, and the emergence of broad social networking technologies, the influence of word of mouth is rapidly expanding. Customers consider it the most trustworthy source of information about unfamiliar brands and products, and weigh it accordingly in making evaluation and purchase decisions. Companies are beginning to recognize the opportunity that facilitating and amplifying these customer communications represent for driving profitable growth. Dr. Vince Nowinski will discuss independent research recently conducted at Satmetrix linking customer loyalty, customer spend, and word of mouth. Based on data from several industries, Dr. Nowinski will present an economic framework for capturing the financial impact associated with both positive and negative word of mouth, and discuss its implications for corporate growth.
Improving your NPS in B2B Relationships
Deborah Eastman, Chief Marketing Officer, Satmetrix
Retaining and growing existing customers is critical for B2B companies, where revenue is concentrated in your most critical accounts. With that reality in mind, companies are building strategic initiatives to ensure an exceptional customer experience, using a Net Promoter program to collect, distribute, and take action on customer feedback. In this session, learn best practices from Satmetrix on how your company can integrate customer feedback into your account management processes to improve relationships with decision makers and influencers, find incremental revenue opportunities, and identify accounts at risk in time to change the outcome.
From Satisfaction to Loyalty - The Higher Standard:
What Do You Do When No One is Looking? The Client Service Spirit
Michelle Robinson, Vice President and General Manager for Early Development, North America, Covance
With a mission to help their clients bring the miracles of medicine to market sooner, Covance promotes signature customer service as a hallmark of their business. They’ve created a client service spirit, which means every employee, from scientist to technician, is responsible for defining what customer service means to them in their particular role in the company. By creating a clear “line of sight” to what the client most wants and needs, Covance has helped all of its employees, even those in traditionally non-client facing roles, recognize and understand how they impact the client whether they know it or not, and the critical nature of the client relationship to the long-term success of the organization.
Creating Culture through Employee Practices: Succeeding by Pairing Competition with Golden Rule Behavior
Scott Baker, President and CEO, Paul Davis Restoration
Donn Peacock, Franchise Owner, Paul Davis Restoration
Paul Davis Restoration is a national franchise business marketing to insurance companies, with sales of $450 million/year and more than 220 offices around the country. That’s 220 offices driven not only by competition, but by the appeal of “Golden Rule” behavior as well. In this session, Scott Baker, Paul Davis Restoration President and CEO, and one of the company’s most successful franchise owners, Donn Peacock, will talk about the evolution of their NPS program as a single metric and the success-oriented culture they’ve created within the organization.
Making it Work – What Your Data is Really Telling You
Kellie Cobaugh, Sr. Manager Loyalty Insights, eBay
Aman Verjee, CFO, Marketplaces, eBay
With a cross-functional team focused on Net Promoter Economics, eBay has valuable insights to share on how they've used Net Promoter Economics to drive decision-making and prioritization at eBay. While some of these are basic -- such as determining the value of Promoters, Passives and Detractors -- eBay has moved beyond these initial qualifiers to think about where to set their targets; whether it is more important to turn Detractors into Passives or move Passives into Promoters; and exploring of how predictive models can be developed from NPE. Learn about eBay's process and get food for thought on how you can adapt this methodology and process for your business.
Improving your NPS in Service and Support
Steven Bernstein
, Solutions Consultant, Satmetrix
The customer experience that Service and Support organizations provide has a tremendous impact on your Net Promoter Scores. They are, in fact, at the forefront of creating Promoters and reducing Detractors. In this session, learn from Satmetrix how the best customer care organizations are reducing churn, improving operational efficiencies, driving faster incident resolution, and ultimately increasing NPS for their organizations. By optimizing Net Promoter in the service and support organization, customer feedback is driving product development, validating investment decisions, and impacting resource allocation.
Trusting Your Intuition: Using Customer Feedback to Create Experiences that Delight Customers
Brad Smith, CEO, Intuit
One of the earliest adopters of Net Promoter, Intuit has led the way in integrating customer conversations with product development and overall experience design. Hear Intuit CEO Brad Smith discuss how Intuit has fostered a mentality that goes beyond the idea of “eliminating defects” to focus employees on the strategic objective of delighting customers with every product and service experience. Why do employees embrace this so enthusiastically as part of their jobs? And how does NPS reinforce this focus throughout the organization by serving as the company’s key customer metric?
Agenda – Tuesday, January 27
Join the Conversation – Earning Trust and Credibility in a Rapidly Changing World through the Power of Community, Dialogue and Partnership
Joseph Jaffe, author, Join the Conversation and Life after the 30 Second Spot
Advertising will never be the same. In today’s connected world, the customer has a stronger voice than ever in how your brand is perceived, impacting customer acquisition and retention. Joseph Jaffe, author of the popular Jaffe Juice blog & podcast, and Chief Interruptor at crayon, a strategic marketing consultancy, will describe how organizations must accept the reality of consumer influence and embrace the importance of customer experience and word-of-mouth in shaping your brand image. Hear how engaging in conversations with your customers amplifies your voice in the market and can super charge your growth strategy by creating more vocal Promoters that buy more and refer their friends.
Panel Discussion: Making a Habit of Customer-Focused Behaviors
Moderator: Dr. Laura Brooks, Vice President of Research and Business Consulting, Satmetrix
Panelists: Laura DeSoto, Senior Vice President, Strategic Initiatives, Experian - Diana Dykstra, President & CEO, San Francisco Fire Credit Union - Aisling Hassell, Vice President, Customer Experience and Online, Symantec
Employees play a pivotal role in the one-to-one interactions that influence customer perception. But many companies get “stuck” when they try to transition from strategic plans for customer-focus to making it real for employees throughout the company. Have you ensured that corporate policies are not standing in the way of customer-focused behavior? How does employee NPS relate to customer NPS? To what extent can you “train” for customer-focused behavior versus hiring for it? And how important are formal goal setting, performance, and recognition programs versus day-to-day leadership and reinforcement from managers? Our panel will explore the art of employee engagement from multiple perspectives and offer suggestions to help you “unstick” your Net Promoter program with employees.
Getting Customer Religion: the Virtuous Circle of Listening and Delivering Great Service
Lindsay Notwell, Executive Director, Corporate Marketing, Verizon Wireless
Since launching NPS over a year ago, Verizon Wireless has heard feedback from over two million customers, with employees throughout the organization involved in more than 750,000 follow up calls. Hear how the company has transformed operations based on the NPS process, from the implementation of customer-friendly policy improvements to enthusiastic engagement of front-line employees and increased recognition from customers. What have been the keys to Verizon’s successful implementation? How do you get past the honeymoon period? And what common assumptions should you avoid? Join program architect Lindsay Notwell to learn how listening and delivering great service has become a religion at this leading telecommunications giant, and the business improvements that have resulted.
The 80% You Almost Forgot: Relationship Follow-up with Executive Buyers
Joseph Schlosser, Partner, PricewaterhouseCoopers, Relationship Programs
One of the most common mistakes B2B companies make with Net Promoter is to focus monolithically on the survey process and the analytics of NPS for decision makers, influencers, and end users. While this groundwork is critical to get right, the true value of using Net Promoter to improve business relationships lies in the follow-up conversations and integration of feedback with strategic account communications. Joe will share PricewaterhouseCooper’s experience using NPS with their partners and consultants, addressing the unique aspects of feedback management with executive-level buyers. The results have been promising so far, including a first-year increase in NPS and an increased focus on developing a consistent, differentiated experience for PwC clients.
Improving your NPS Through Online Customer Engagement
Tom Kehler, Vice President and GM Community Solutions, Satmetrix
Stephen Blundell, Senior Manager Vendor Partner Relations
, Intuit
It is commonly understood that customers talk about your company, your brand. The operative question is how do you engage in the conversation and make a difference. Addressing the needs of your customers as a result of direct engagement builds positive word of mouth, increases brand advocacy, and improves customer loyalty. Most consumer brands view engagement strategies as noble but unaffordable. This session focuses on how you can engage with your customers online to improve product and service experiences, identify your NetWorked Promoters, and activate positive word of mouth in a manageable program. A customer engagement program complements your Net Promoter program by enabling a continuous dialog and an ongoing relationship with your customers. Such a program can be instrumental in helping your company provide the best products and services, nurture your Promoters, convert Passives, and minimize Detractors. The session will include presentations by those who have direct business experience with customer engagement strategies. This session will include a presentation by Intuit on how customer engagement is used in a company with extensive experience in running a Net Promoter program.
$1 Billion in 30 Days – How the Front Line Affects the Bottom Line
James Kasberg, Process Manager, Progressive Companies
At Progressive Insurance, nearly all front-line employees’ performance is based on goals and objectives tied directly to NPS. Daily feedback systems combined with one-on-one coaching help employees track their progress. In this session you’ll learn how Progressive’s front-line employees use NPS not only to track their own progress, but also to track how customers “feel” on an emotional level – something that drives loyalty even more than definite opinions about specific individual interactions. Why does it matter? Through training and internal feedback systems, employees learn that what they do impacts customer perspective, which in turn impacts retention. The result? An extra 30 days of retention adds $1 billion for the company!
What Your Customers Really Think – How the NPS Process Helps Facilitate Listening on a Deeper Level
Lara Wise, Vice President, Customer Experience & Customer Care, tw telecom
In July 2007, tw telecom conducted its first Net Promoter survey as part of an overall customer survey evolution to understand brand perceptions and customer experiences. The survey established a baseline Net Promoter Score to be used in developing customer loyalty improvement strategies. The planned survey just so happened to coincide with the first day of a systems integration roll-out of a newly-acquired entity. Assumptions were made from the survey responses that were subsequently enhanced and refined by new survey data. Learn how truly listening to customer feedback validates or modifies your customer assumptions and drives overall customer loyalty and business results.
Lara Wise, Vice President of Customer Experience and Customer Care, will share her story from the past 2-1/2 years on what tw telecom has learned about the importance of data collection frequency; how different groups need to be surveyed at different time intervals; how the unexpected results received in 2008 affected tw telecom's assumptions about what its customers were experiencing; and how interpreting the Net Promoter data across a number of different metrics impacted both its long-term strategies and short-term reactions to different customer challenges.
Turning Transactions and Interactions Into Personal Relationships
Aaron Cheris, Partner, Bain & Company
Troy Stevenson Vice President, Client Loyalty, Charles Schwab
Everybody hates Congress, but they love their Congressman/Congresswoman. The same applies in customer perceptions of your company. Customers may feel good about specific individual interactions, yet rate their overall relationship with your company much lower (blaming corporate policies, poor product design, etc). When customers interact individually with your employees, each touch presents an opportunity to make it personal and leave the customer with a memorable experience. Beyond human touchpoints there are also many opportunities to build relationships by making other interactions more personal. Join Aaron Cheris of Bain & Company and Troy Stevenson of Charles Schwab to explore how your company can leverage these unique interactions by empowering front-line employees and making personal relationships more prominent.
Customer Love in Tough Economic Times
Jeanne Bliss, Managing Partner, CustomerBLISS, and author of Chief Customer Officer
“When the going gets tough…” We all know the old adage. And lately, the going has gotten tough. Come join us for this discussion with Jeanne Bliss, author of Chief Customer Officer between you and her! Bring up your questions; and share her point of view on how to keep customer traction moving forward inside your organization when the economy’s not cooperating. Focusing on price alone is not the answer. During downturns in the economy, those organizations that focus on meeting the expectations they’ve already set and surpassing those expectations, are the most likely to succeed. Jeanne wants to talk it out with you!
Improving your NPS in B2B Relationships
Deborah Eastman, Chief Marketing Officer, Satmetrix
Retaining and growing existing customers is critical for B2B companies, where revenue is concentrated in your most critical accounts. With that reality in mind, companies are building strategic initiatives to ensure an exceptional customer experience, using a Net Promoter program to collect, distribute, and take action on customer feedback. In this session, learn best practices from Satmetrix on how your company can integrate customer feedback into your account management processes to improve relationships with decision makers and influencers, find incremental revenue opportunities, and identify accounts at risk in time to change the outcome.
Coaching Employees for the Ultimate Customer Experience
Dr. Natalia Preiss, Manager, Customer and Product Education, GE Healthcare
In 2007, GE Healthcare conducted a study of Field Service Engineers to investigate whether certain service behaviors led to higher Net Promoter Scores. More than 930 surveys were collected over a 20-month period in the GE Healthcare IT Training Department. The findings supported a strong statistical relationship between service-related behavior and high NPS. Surprisingly, there was a weaker relationship between providing free and/or extra services and high NPS. In this session, you’ll learn which four service-related behaviors significantly related to higher NPS the organization identified, and how they have applied these behaviors to coaching, training and employee assessments.
Advancing B2B Relationships – A Journey Worth the Trip
Katherine Williams, Manager, Voice of the Client, Bank of New York Mellon
The Net Promoter process for advancing B2B relationships in the financial industry can be especially challenging, when developing strong, long-term relationships with clients is more a journey than a quick trip. Bank of New York Mellon has been working with Net Promoter for the past three years, and while they found the survey to be useful and telling, they didn’t have a concrete idea of how to use the data once they collected it. Listen to Katherine Williams share some of the organization’s triumphs and shortcomings, as well as describe workflow processes that provided them with great success.
Where Are You on Your Journey? The Five Levels of Customer Experience Maturity
Bruce Temkin, Vice President & Principal Analyst, Forrester Research
Why is customer experience such a hot topic? Because it’s important, complex, and broken. That’s why firms should head toward Experience-Based Differentiation, a blueprint for customer experience excellence. Join Bruce Temkin for a discussion and Q&A about the state of affairs for companies trying to differentiate themselves using customer experience strategies. What are the most common challenges companies face? What are the different levels of maturity? And how do you move your organization forward with a multi-year plan for transformation?
Improving your NPS in Service and Support
Steven Bernstein
, Solutions Consultant, Satmetrix
The customer experience that Service and Support organizations provide has a tremendous impact on your Net Promoter Scores. They are, in fact, at the forefront of creating Promoters and reducing Detractors. In this session, learn from Satmetrix how the best customer care organizations are reducing churn, improving operational efficiencies, driving faster incident resolution, and ultimately increasing NPS for their organizations. By optimizing Net Promoter in the service and support organization, customer feedback is driving product development, validating investment decisions, and impacting resource allocation.
Driving Product Innovation at Logitech Using Net Promoter
David Henry, Sr. Vice President, Customer Experience & Chief Marketing Officer, Logitech
Rory Dooley, Sr. Vice President & General Manager of the Control Devices Business Unit, Logitech
Glenn Rogers, Director, Customer Experience, Logitech
Moderator: Fred Reichheld, author of The Ultimate Question
Does great innovation happen primarily from the “outside-in” using customer feedback, or from the “inside-out” leveraging the ideas of development teams? How do you measure whether innovations are successful in the customers’ eyes? And how does NPS support the overall effort?
Hear how Logitech, a leading provider of personal peripherals including mice, joysticks, keyboards, web cameras and headsets is using Net Promoter to feed the innovation process. Companies today often engage customers in the product design process, where internal teams connect the dots from customer needs to product capabilities. Fred Reichheld will interview Logitech leaders from marketing, product development and customer feedback who collaborate to deliver products that exceed customer expectations.
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