Page 56 - Impiantistica industriale

INNOVATION

Insights gleaned from the feedback will help a firm sub-brands for the security-conscious and do-it-
align investments with its customers’ priorities, size yourself customer segments.
the potential benefits and chart the best course to
get there. UCB, a Belgium-based global specialty pharma-
ceuticals company, has employed NPS to better
Consider Intuit’s experience. Tax accounting sof- understand the needs of healthcare professionals
tware has hundreds of features that can be compli- and patients. In Europe, regular feedback from
cated to find and learn to use, even for accounting physicians has also allowed UCB sales represen-
firms. So when Intuit started to regularly solicit tatives, medical science liaisons and executives to
feedback from new accountant customers, it lear- become more responsive by providing more and
ned that many of them didn’t realize the products’ better educational materials and product informa-
full capabilities and weren’t aware of Intuit’s webi- tion for physicians.
nars and other instructional channels.
Similarly, a major luggage manufacturer used cu-
That insight led Intuit to offer the “unlimited” tier of stomer feedback to learn that most of its retailer
accountants, who prepared a high volume of tax customers wanted sales representatives to visit
returns, four free contacts per year with an Intuit more often during the year, so that they could le-
representative, to discuss any problems, review va- arn about the latest products. The firm invested in
luable features and generally accelerate familiarity more sales visits, especially to high-potential sto-
with the software. Thanks to this outreach, renewal res, and increased its effort to keep its line in di-
rates among the accountants participating in the splay windows for a longer period of time. These
program now stand 49% higher than those who actions alone generated 5% sales growth—and
don’t. profitable growth.

Today, Intuit solicits feedback from roughly 50,000 Philips, the Dutch conglomerate, even uses NPS
accountants right after a few key touchpoints, plus feedback to evaluate acquisitions, “to make sure it
more extensive “relationship” conversations three doesn’t buy an empty box,” said CMO Geert Van
times per year with 15,000 accountants. Taking the Kuyck.
customer’s perspective front and center has allo-
wed Intuit to steadily strengthen advocacy among
its business customers, improving the company’s Build a repeatable model for
financials in the bargain. improvements

Returning to the experience of TSWD, feedback After the first insights and resulting actions mate-
from farmers and retailers led the company to de- rialize, the challenge is to make the process repe-
sign a new wire product that is thicker and has a atable, through adjustments to key account ma-
more advanced protective coating for durability. nagement, by holding regular cross-functional
Sub-branded as “Farming Gold,” the wire comes sessions and other mechanisms.
with a 15-year warranty, approval by an external
testing lab and a price 25% higher than the exi- First, however, senior management has to paint
sting product. Now that early results show Farming a simple, compelling and differentiating vision of
Gold to be one of the most profitable wire products what the customer’s experience should be. That
in TSWD’s portfolio, the company is working on comes from exploring the questions: What does

Figure 5: The NPS approach
makes customer priorities
relevant for everyone in the
organization

54 54 Impiantistica Italiana - Novembre-Dicembre 2020