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30 th Anniversary SCIP International Conference & Exhibition 30 th Anniversary SCIP International Conference & Exhibition GAME CHANGERS: Exploring Innovative Intelligence GAME CHANGERS: Exploring Innovative Intelligence MAY 11 14, 2015

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SLIDE 1

30th Anniversary SCIP International Conference & Exhibition

GAME CHANGERS: Exploring Innovative Intelligence

MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

www.SCIP2015GameChangers.com #SCIP

30th Anniversary SCIP International Conference & Exhibition

GAME CHANGERS: Exploring Innovative Intelligence

MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

Bu Build ildin ing Valu lue for r th the Cu Customer Exp xperi rience Th Through “Voic ice of f th the Customer” In Intell llig igence

presented by: Lis Lisa Hick Hicks, Vice ice Pres esid iden ent, Maia ia Str trateg egy Group Co Corbin Mille iller, Sen enio ior Manager, Maia ia Str trategy Group Paul l Santil tilli, i, Senio ior Manager, WW OEM Bu Busin iness In Intell llig igence and Cu Customer In Insig ights ts, He Hewle lett Pack ckard

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SLIDE 2

30th Anniversary SCIP International Conference & Exhibition

GAME CHANGERS: Exploring Innovative Intelligence

MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

www.SCIP2015GameChangers.com #SCIP Dur During this s sess sessio ion we e will ll pr provide a a fu fundamental un understanding of

  • f

B2B B2B Voic ice of

  • f the Cus

Customer Prim rimary ry Qu Qualitative Res esearch Key takeaways will ill include:

  • An understanding of the stages of a VOC research program
  • How to design the research plan/scope
  • How to construct research questions that encourage thoughtful candid responses
  • A discussion on effective interviewing techniques
  • Examples of how to quantify qualitative findings
  • A review of the types of deliverables that are most meaningful to stakeholders
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SLIDE 3

30th Anniversary SCIP International Conference & Exhibition

GAME CHANGERS: Exploring Innovative Intelligence

MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

www.SCIP2015GameChangers.com #SCIP

Agenda

  • Impetus Behind HP OEM’s VOC research
  • Vendor Se

Sele lection Process

  • Str

Structure of

  • f th

the Research Scope

  • Methodology of
  • f th

the Research

  • Methodology of
  • f th

the Analysis is

  • Key Le

Learnin ings

  • Str

tructure of

  • f th

the De Deliv iverable les

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SLIDE 4

30th Anniversary SCIP International Conference & Exhibition

GAME CHANGERS: Exploring Innovative Intelligence

MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

www.SCIP2015GameChangers.com #SCIP

HP’s OEM Division Places Significant Value on Customer Feedback

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SLIDE 5

30th Anniversary SCIP International Conference & Exhibition

GAME CHANGERS: Exploring Innovative Intelligence

MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

www.SCIP2015GameChangers.com #SCIP

Key St Steps of

  • f the

the Eng ngagement

  • 1. Design of the

Research Scope

  • 2. Development
  • f Discussion

Guides

  • 3. Kick-off with

the Team

  • 4. Identify

Participants

  • 5. Initiate

Research

  • 6. Interim

Research Updates

  • 7. Complete

Research

  • 8. Conduct

Analysis of Findings

  • 9. Create Final

Deliverables

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SLIDE 6

30th Anniversary SCIP International Conference & Exhibition

GAME CHANGERS: Exploring Innovative Intelligence

MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

www.SCIP2015GameChangers.com #SCIP

De Developin ing the the Pro roject Stru tructure re

Discuss Objectives

  • Understand the key objectives of the project
  • Balance priorities along with budget and time constraints

Determine Geographic Reach

  • What geographic coverage was required?
  • What nuances by region would be important to understand?

Develop Discussion Guide

  • What did HP want to learn?
  • What drill-downs were required?
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SLIDE 7

30th Anniversary SCIP International Conference & Exhibition

GAME CHANGERS: Exploring Innovative Intelligence

MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

www.SCIP2015GameChangers.com #SCIP

  • 45

45-60 min inutes wer ere allo llowed ed per er in inter erview

  • A set

t of

  • f 6 dis

iscu cussion top

  • pic

ics, ea each ch with ith sever eral dril rill-down ques esti tions wer ere devel eloped

– All l 6 6 to top-level l dis discuss ssion to topics would ld be be ad addressed wit ith every ry par partic icipant – Dril rill-down qu questi tions would ld be be ad addressed as as ap appropria iate

  • HP

HP OEM Acc ccount Managers wer ere tasked with ith id iden entify tifyin ing willi illing part rticip ipants

Executin ing the the Res esearch

Wit ith on

  • nly

ly 10 10 min inutes to to ad address s eac each qu questi tion an and su sub-questio ions, it was as cr crit itic ical l to to ba bala lance capturing de depth of

  • f eac

each res esponse ag again inst com

  • mple

leting the en enti tire interv rvie iew

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SLIDE 8

30th Anniversary SCIP International Conference & Exhibition

GAME CHANGERS: Exploring Innovative Intelligence

MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

www.SCIP2015GameChangers.com #SCIP

De Development of

  • f the

the Dis Discussion Gu Guid ide

  • Es

Establish a a se set of

  • f to

topics to to be be covered in all all interv rviews

  • Gu

Guid ide di discuss ssions s to to ens ensure that res espondents ad address s the rese esearch

  • bj
  • bjectives
  • Ens

Ensure consis istency fr from

  • m res

espondent to to res espondent

  • Faci

acili litate an analysis is of

  • f per

perspectiv ives an and identificatio ion of

  • f trends
  • En

Encourage res espondents to to pr provide in- de depth, , candid res esponses

– Ma Maxim imiz ize the the use use of

  • f op
  • pen

en-ended qu question

  • ns so
  • as

as to

  • en

encou

  • urage can

andid un unfil filtered fee eedback – Develop “sub-questions” that drill- do down wn to

  • und

understand:

  • Why

y the the ans answer is imp mpor

  • rtant
  • In

n wha what ways do does es it t imp mpact the the customers’ business

  • Wha

hat wou

  • uld

ld be be the the ide deal l solut

  • lutio

ion

  • Wha

hat unm unmet nee needs exist

Purpose of the Discussion Guide Characteristics of Strong Questions

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SLIDE 9

30th Anniversary SCIP International Conference & Exhibition

GAME CHANGERS: Exploring Innovative Intelligence

MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

www.SCIP2015GameChangers.com #SCIP

  • Ho

How an and why did did you sele select HP HP as as you

  • ur OE

OEM pr provider?

– Please desc describ ibe you

  • ur sele

electio ion and and de decisio ion-makin ing pr proc

  • cess

– Wha hat wer ere you

  • ur mo

most imp mpor

  • rtant sel

electio ion crit riteria ia?

  • Ho

How did did HP HP com

  • mpare to

to ot

  • ther vendors

s you

  • u wer

ere consid idering?

– Wha hat ar are the the fact actor

  • rs tha

that di differentia iated HP HP fr from

  • m othe
  • ther pr

provid iders? – In n wha what ar areas was as HP HP at t a a di disadvantage com

  • mpared to
  • othe
  • ther competit

itor

  • rs?

– How did HP’s hardware offering compare to that of other competitors?

  • What wou
  • uld ha

have made HP HP a a mor

  • re compell

lling or

  • r attractive ch

choic ice?

– Wha hat sho houl uld HP HP do do di differently ly? – Wher here was as HP HP com

  • mpetit

itiv ive/n /not com

  • mpetit

itiv ive?

Que uestion Exam amples

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SLIDE 10

30th Anniversary SCIP International Conference & Exhibition

GAME CHANGERS: Exploring Innovative Intelligence

MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

www.SCIP2015GameChangers.com #SCIP

In Intervi rview Form rmat

Conclude the Call

Ask if they would be open to an additional interview if further clarification would be helpful

Beyond the Discussion Guide

Provide the respondent with the opportunity to share any topic not covered

Ask Questions & Drill-down / Follow-up Questions

Typically follows the order of the discussion guide, but may deviate depending on the flow of conversation

Respondent Anonymity

To encourage candor, the respondent was reminded that responses would be kept anonymous and used in aggregate

Project Overview & Background

Re-familiarize the respondent with the project goals and objectives provided in advance of the call

~45-60 minutes

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SLIDE 11

30th Anniversary SCIP International Conference & Exhibition

GAME CHANGERS: Exploring Innovative Intelligence

MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

www.SCIP2015GameChangers.com #SCIP Tells “The Story” of what was Learned

  • Key Findings Summary
  • Heat Maps of Positive / Negative

Feedback

  • Pareto Charts / Analytical Frameworks
  • “Calls to Action”
  • Catalog the feedback collected across the

entire interview set

  • Segment as appropriate (e.g., by

region)

  • Depending on sample size, determine a

threshold for inclusion in the executive summary

  • This ensures that singular perspectives

are not presented as “themes”

Guides Success

  • Customer Response Rate
  • Interviews Completed
  • Detailed Findings-to-Date
  • Challenges
  • Progress Against Plan
  • Reprioritization
  • Needs for Clarification
  • Watch for common themes
  • If there is no consistency

across early interviews, you may need to refocus the discussion guide

De Deliv livera rables

Interim Updates Executive Summary

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SLIDE 12

30th Anniversary SCIP International Conference & Exhibition

GAME CHANGERS: Exploring Innovative Intelligence

MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

www.SCIP2015GameChangers.com #SCIP

Key Le Learnings

Investigate similarities / differences between new and “seasoned” customers Interpret responses based

  • n familiarity with

company and products /

  • fferings

Competitive Differentiation: Perspective vs. Reality Evaluate priorities and determine biggest ROI changes Double-Click Areas:

  • Specific environments needing

attention / further investigation

  • Global vs Regional vs Country

Actions:

  • Continuous feedback
  • Knowledge / awareness of

improvements

  • Ongoing measurement
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SLIDE 13

30th Anniversary SCIP International Conference & Exhibition

GAME CHANGERS: Exploring Innovative Intelligence

MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

www.SCIP2015GameChangers.com #SCIP

SANITIZED DELIV IVERABLE SLID IDES

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SLIDE 14

14

  • (v,a) Issue #1
  • (o,a) Issue #2
  • (v) Issue #3
  • (o) Issue #4
  • (o) Issue #5
  • (v,o,a) Issue #6
  • (v,o) Issue #7
  • (o) Issue #8
  • (v) Issue #3
  • (v,a) Issue #1
  • (v,o,a) Issue #6
  • (o,a) Issue #2
  • (v) Issue #7
  • (o) Issue #8
  • (v,a) Issue #1
  • (o,a) Issue #2
  • (v) Issue #3
  • (v,a) Issue #1
  • (o) Issue #8
  • (v,o) Issue #7
  • (v,a) Issue #1
  • (v) Issue #3
  • (o,a) Issue #2
  • (o) Issue #4
  • (o) Issue #7
  • (o) Issue #10

Summary Key Findings

 = Positive Customer Opinion

+/- = Mixed Customer Opinion

 = Negative Customer Opinion

(v) = Vendor Selection (o) = Onboarding (a) = Account Management Global APJeC EMEA Americas

Key Action Items

  • Action Item: A
  • Action Item: B
  • Action Item: C
  • Action Item: D
  • Action Item: E
  • Action Item: F

Focus Areas

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SLIDE 15

15

Cross-regional Findings

APJeC EMEA Americas Priority Area 1 Issue #1

  

Issue #2

  

Issue #3

 +/- 

Issue #4

  

Issue #5

 +/- 

Issue #6

  

Priority Area 2 Issue #7

+/-  

Issue #8

+/-  

Issue #9

 +/- 

Issue #10

  

Priority Area 3 Issue #11

  

Issue #12

  

Issue #13

  

Issue #14

+/-  

 = Positive Customer Opinion

+/- = Mixed or No Customer Opinion

 = Negative Customer Opinion

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SLIDE 16

16

2 4 6 8 10

Driver #1 Driver #2 Driver #3 Driver #4 Driver #5

Key Drivers Cited in Selection of HP

Number of Customer Responses

Customers were overwhelmingly positive in identifying the factors considered in favor of selecting HP, however the negative factors were almost entirely limited to HP’s XXXXXXXXX

GLOBAL Vendor Selection & Competitiveness

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SLIDE 17

17

6 5 4 3 3 3 2 2 2 2 19% 34% 47% 56% 66% 75% 81% 88% 94% 100% 0% 20% 40% 60% 80% 100% 120% 1 2 3 4 5 6 7 Customer Challenge #1 Customer Challenge #2 Customer Challenge #3 Customer Challenge #4 Customer Challenge #5 Customer Challenge #6 Customer Challenge #7 Customer Challenge #8 Customer Challenge #9 Customer Challenge #10

The majority of customer-driven “calls to action” could be addressed with improvements to XXXXXXXX: 3 items account for 70% of XXXXXXXXX-related customer challenges

Action Item: A Action Item: B Action Item: C Action Item: D Action Item: E Action Item: F A red outline indicates a weakness related to Issue #4. Other items are not related to Issue #4

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SLIDE 18

30th Anniversary SCIP International Conference & Exhibition

GAME CHANGERS: Exploring Innovative Intelligence

MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

www.SCIP2015GameChangers.com #SCIP

Q&A

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SLIDE 19

30th Anniversary SCIP International Conference & Exhibition

GAME CHANGERS: Exploring Innovative Intelligence

MAY 11 – 14, 2015 | ATLANTA MARRIOTT MARQUIS | ATLANTA, GEORGIA

www.SCIP2015GameChangers.com #SCIP

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