Likelihood to Recommend (LTR)
Key to Enhancing Customer Experience
PRESENTER
Jeff Falkowski
Marketing Communications Manager
TITLE
[email protected]
Margaret Matthews
Processes & Systems Manager
[email protected]
Agenda
1.
2.
3.
4.
5.
2
Premier Customer Experience
Likelihood to Recommend (LTR)
LTR Survey Process & Steps
Customer Experience Support Site
Next Steps
A Key Breakthrough Objective of the Win Strategy
PREMIER CUSTOMER
EXPERIENCE
3
What Is Customer Experience?
•
Defines how a customer
feels about an interaction
with any touchpoint
associated with a brand
•
Delivering a Premier
Customer Experience has
been identified by Tom
Williams as a
of the new Win Strategy
•
4
Allows Parker to protect
our core business while
creating opportunities for
growth with our customer
base.
Across All Touch Points
•
•
5
Individual interactions
add up to the overall
Customer Experience
and influence the loyalty
of our customers
Every employee plays a
role in one or more of
these touch points
TOUCH
CUSTOMER
POINTS
EXPERIENCE
Measuring Premier Customer Experience
LIKELIHOOD TO RECOMMEND
(LTR)
6
Likelihood to Recommend (LTR))
• Transactional survey* email
linked to every interaction a
customer has with Parker
• Conforms to all Global Data
and Privacy Requirements
• Single question to rate the
experience of customers of
every Division and Sales
Company globally
Sample Survey Invitation
• Communicated as a simple
numerical score
7
* Replaces I Am Parker Surveys (ISO Requirements)
LTR Survey Question
Based on your recent interaction, how likely are you
to recommend your company conducts more business
with us in the future?
Rank on a scale of 0 – 10
0
Not
Likely
8
1
2
3
4
5
6
7
8
9
10
Extremely
Likely
Rating Customer Experience
Customers are classified in three groups based on
response:
Detractors
0
Not
Likely
9
1
2
3
Promoters
4
5
6
7
8
Passives
9
10
Extremely
Likely
Calculating LTR Score
% Promoters – % Detractors = LTR
Detractors
0
Not
Likely
10
1
2
3
Promoters
4
5
6
7
8
Passives
(not included in score)
9
10
Extremely
Likely
Why LTR Matters
Promoters (Score: 9 – 10)
• Loyal -- make repeat purchases
• Strong interest in new products, extensions
• Speak positively about the company with their friends/colleagues
Passives (Score: 7 – 8)
• Feel ‘They got what they paid for’
• Make few referrals
• Will defect if a competitor ‘catches their eye’
Detractors (Score: 0 – 6)
•
•
•
11
Criticize the company to friends/colleagues
Will defect quickly if possible
If not, they’ll consume a lot of time with complaints
The LTR Survey is Used to:
• Expose local and company-wide improvement
opportunities and solutions for action by Senior
Management
• Establish best practices
• Gauge the impact of training resources and the I Am
Parker program
• Drive continuous improvement
• Deliver experiences that protect core relationships and
grow our business with existing and prospective
customers
12
The LTR Survey is
Used to:
• Evaluate individual employee performance
• Penalize divisions or sales companies for poor scores
• Compare performance between regions, groups, etc.
**LTR is an important diagnostic tool, so receiving both positive and
negative customer feedback is important to its success**
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Measuring Premier Customer Experience
LTR SURVEY PROCESS
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LTR Team Resources
• Each Parker location will have an LTR Team member
dedicated to their onboarding
• Partner in implementation at a local level
• Interaction Reporting
• Employee Onboarding
• Data Delivery
• Cross functional group of communications, operations
and IT team members
• Objective is to make implementation easy and
convenient
15
LTR Survey Process
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Local Responsibilities
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Customer Interaction Criteria
•
Qualifying Interaction Types
•
•
•
•
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Technical Inquiry
Product Return
Quote Request
General Inquiry
•
Should involve some degree of
dialog, problem solving,
responsiveness or follow-up
•
If it meets the criteria above, the
customer should be submitted for
an LTR survey to gain an accurate
representation of the LTR metric
Data Entry and Transfer Methods
Three methods available for Locations to enter and
transfer LTR information
Siebel Entry – Location enters LTR information directly
into Siebel CRM Service Requests screen
Local Business System – Location uses existing
business system (i.e. MSS/v, JDE, SalesForce) and
sends information to Parker LTR System
Excel File – Location enters LTR information onto
Excel spreadsheet and emails to Parker LTR System
**One or multiple methods may be used by a Location **
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Data Entry and Transfer Methods
This chart provides preliminary guidance on choosing a primary data
entry and transfer method. However, keep in mind that several
methods may be used by a single location.
Using Parker Siebel?
Do you want to use
Siebel for LTR?
YES
Siebel Entry System
YES
Local Business
System
YES
Excel File Method
NO
Local business system
and IT resources
available?
NO
Manual data entry and
upload?
20
Siebel Entry Method
SETUP
Corporate IT sets
up user in Siebel
ENTRY
User enters LTR
information into
Siebel Service
Request
TRANSFER
Information
transferred to
Parker LTR
System (Siebel)
• You do not currently have to be using Siebel CRM at your location to implement
this method; training available from LTR team
• If you are using the Siebel Quote module, LTR surveys are automatically sent
after quotes are approved (as long as all required fields are complete); contact
your Local IT to see if Siebel is being used for quotes or if plans are in place for
implementation
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Siebel Entry Method
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Local Business System
SETUP
ENTRY
Local IT sets up
business system
for LTR data entry
and transfer
User enters
information
into local
system
TRANSFER
File extraction –
FTP transfer
________
API – Direct transfer
** Local IT setup and testing required **
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Local Business System
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Excel File
SETUP
Parker LTR
Team provides
custom Excel
template with
LTR fields
ENTRY
User enters LTR
information into
Excel template
TRANSFER
Location emails file
to [email protected]
** One or multiple files can be sent at frequency determined by location **
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Excel File
** Must use provided template as is to ensure processing **
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Data Processed by LTR System
• Data received into Corporate LTR System
• LTR System Rules Engine performs checks on email
addresses provided; will not send survey if:
•
•
•
•
Contact has opted out of survey or all emails from Parker
Contact has received a survey in the last 30 days from location
Contact has an @parker.com address
Interaction Date is over 48 hours old
**Process adheres to all Global Data and Privacy Requirements**
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Email Survey Sent
• Survey invitation
emailed after each
interaction
• References the
interaction type and
Parker location
• Includes a click thru link
to survey
Sample Survey Invitation
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LTR Survey
• Brief survey with five
questions
• LTR question first
followed by others
specific to interaction type
• Free text box for
qualitative input
• Minimal opportunity for
survey fatigue
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LTR question
Customized to
interaction type
Free Text Box
LTR Data Processing & Reporting
12-Month LTR with
Trend Line
12-Month LTR by
Transaction Type
Additional
Question Results
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Current Month
LTR Score
Customer
Comments
Tools and Resources
CUSTOMER EXPERIENCE
SUPPORT SITE
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Customer Experience Support Site
• Site Developed specifically
to support the LTR program
• Tools and resources
available to assist in
onboarding and managing
the LTR process in your
location
• Future data/metric reports
available through this site
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http://CustomerExperience
Implementing in Your Location
NEXT STEPS
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Next Steps
• Visit Customer Experience Support Site for tools and
resources
o Technical specifications
o Documentation on implementing in your location
o http://CustomerExperience
• Talk with GM and IT to review options and make the best
local business decision
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Next Steps
• On Customer Experience
Support Site, click the
“Get Started” button and
complete the registration
form
• A member of the
Customer Experience
Team will contact you to
discuss next steps and
schedule the onboarding
of your location
35
Complete this step by
December 1, 2016
Timeline
Companies
36
Measuring Premier Customer Experience
QUESTIONS?
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