The Customer Voice

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The Customer Voice

• When You Need to Get Inside The Heart The Soul
  of Your Customers

20 Park Plaza
Boston, MA 02116 Tel [phone] Fax
617-536-4364 website www.derbymanagement.com
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The Customer Voice interprets...

• Your Markets
• Your Sales Channels
• Your Salespeople
• Your Customers

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Frequently Asked Questions

• Why are our sales lagging ?
• How satisfied are our customers ?
• How can we better reach our customers ?
• What do our customers think of us ?
• Will our customers stick with us ?
• How do we compare to our competition ?
• What are the future needs of our customers ?

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The Customer Voice Creates The Links
What is our real Value Proposition ?
How should weposition our products?
Are we providing Full Satisfaction?
Customers Prospects
How much accountpenetration do we really have?
Would customersgive us referrals?
What are the unmetneeds of our products?
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The Customer Voice

• The Customer Voice provides
• actionable information
• quantifiable measurements
• customer satisfaction tools
• checklists for improvement

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Customer Voice Process
Your Objectives
Critical NeedsAssessment
Discovery
Project Scope
Analysis
Ongoing Measurement
Improvements
Action Planning
The Report
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The Customer Voice Process 8 Steps to
Understanding Your Customers

• Objective Setting Session
• management sets objectives timetables
• management buy-in of the process
• ? Design
• detail target population
• define sample sizes
• define methods of approach
• Exploratory field interviews
• typically 5 to 8 one hour discussions
• define requirements and expectations
• provides a reliable guide for interviews

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The Customer Voice Process 8 Steps to
Understanding Your Customers

• Process Construction
• define survey instruments
• presentation and signoff
• Process Completion
• run pilots
• mail surveys
• telephone survey
• finalize design of survey instruments

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The Customer Voice Process 8 Steps to
Understanding Your Customers

• Implementation
• telephone interviews-
• Qualifying, scheduling interviewing
• Analysis
• coding data, review analysis
• The Management Report
• data rich / issue based
• specific recommendations tactics
• hands on implementation assistance

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Of Whom Do We Ask Questions ?

• Survey Population
• Companies
• Selected industries, markets and sub markets
• Contacts
• General management department decision makers
• Method
• In depth analytical telephone interviews 75-90
• In depth qualitative field interviews
  10-25

Customer Voice Interviews
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Of Whom Do We Ask Questions ?

• Customers at various levels and disciplines
• Prospects
• Dealers Distributors
• Trade industry experts
• Sales channels
• direct salespeople
• manufacturers reps
• distributors and dealers

Customer Voice Interviews
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How Do We Interview?

• Anonymously
• We may not identify our customers
• Our sources are always kept confidential
• Professionally We never intrude
• Quickly and with schedules
• With quantitative data points
• With qualitative commentary
• With complete transcriptions

Customer Voice Interviews
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How Do We Interview?

• Field work with key customers
• Field work with key sales channels
• One-on-one telephone interviews
• Experienced professionals
• Scheduled appointments
• 30 minutes are typical
• Transcripted recordings

Customer Voice Interviews
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The Customer Voice

• When You Need to Get Inside The Heart The Soul
  of Your Customers

20 Park
Plaza Boston, MA 02116 Tel [phone] Fax
617-536-4364