Linkage Strategies : Connect Customer Data to Business Process Data

Understanding the importance of acting on customer feedback and data points, key decision makers within AutoTrader.com can access client satisfaction results- in close to real time- to drive organizational changes. The goal? To help make unhappy customer happy, reward/train sales people, determine which areas of the business to invest in and which areas to conduct more research on, monitor upcoming threats and opportunities by sales regions, understand loyalty by type of products customers use, and ultimately understand what truly drives loyalty.

Joe Richards, Senior Manager, Research, AUTO TRADER .COM

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In 21st century business, there are three primary business battlegrounds. But these are losing their effectiveness due to several factors. Those businesses that begin to adopt a culture and practice of increasing the engagement level of their customers will find they have greater revenue and a new competitive advantage that goes beyond providing great service and low price. Zions Bancorporation shares their unique challenges and successes pioneering engagement tactics for the past 4 years.

• Explore the link between customer and employee engagement
• Use attitudinal data to drive revenue decisions
• How to use the right technology the right way


• Top best practices to utilize engagement and grow faster


• Connect engagement initiatives to business outcomes, KPIs and revenue

Claire Howells, Vice President, Employee Engagement and Communications, ZIONS BANCORPORATION

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Larry Selden, professor emeritus at Columbia University and co-author of Angel Customers and Demon Customers, contends that the bottom 20 percent of customers can drain profits by at least 80 percent, while the top 20 percent can generate 150 percent of a company's profit. This session will utilize facilitated moderation to explore methods for delivering profitable customer support. In this interactive session, you participate in exploring strategies for:

• Retaining profitable customers with balanced support


• Optimizing efficiency and effectiveness


• Encouraging customers to require less-costly support


• Customer value routing

Joe Arsenault, Senior Manager, Metrics/Reporting, TIME WARNER CABLE

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Contact Centers, Customer Service, Customer Survey's; all are links to the voice of our customers. With so many processes in which to engage and so much data as a result, how do we effectively keep our VOC program both viable and of value to Senior Management? This program will highlight several best practices of Voice of the Customer programs.

• Determining how the data reflects what's inside our customers head


• Understanding the enormity of the data and simplifying its contents


• Specific ways to present VOC data without overwhelming


• Demonstrating effective ways to pitch senior management on the value of Voice of the Customer

Scott Swift, Vice President, Customer Information, HUNTER DOUGLAS ,INC.

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This presentations helps you understand the process of "live-time" guest and employee loyalty/engagement data gathering and analysis, with a focus on:

• Managing business performance on a daily basis


• Best practices in reaching out to individual guests and problem resolution


• Planning the future with information gathered today

Michael E. Colbourn, VP Marketing, Sales and Communications, STOWE MOUNTAIN RESORT

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Over the last 3 years, Ceridian pursued a methodical and strategic plan to firmly root their business strategy in the voice of their customers... to a be a company run by their customers. The new customer roadmap has three core tenets, Customer Listening, Customer Analytics, and Customer Value. Within each is a program targeting how to drive loyalty, growth and or retention in some capacity. The Customer Listening program has proved the most effective in moving from measuring customer satisfaction to measuring and actioning customer loyalty through the net promoter score. Learn how Cerdian now manages with meaningful data that provides a pulse on how our actions affect our customers on a consistent and frequent basis.

• Assessing the effectiveness your existing Customer Listening strategy


• Difference between satisfaction surveying and loyalty surveying


• Building and executing a repeatable and reliable customer listening Strategy


• Managing your business using VOC data

Hoda Jawad, Vice President Customer Loyalty, CERIDIAN CANADA

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Krista Sheridan, Business Solutions, TELUS

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Loyalty is the gift customers give back to companies when they get what they want. Today, earning it takes an enterprise-wide, integrated strategy. Is your organization set up to earn it? Tom Collinger is the Associate Dean of Medill, and Chair of the Integrated Marketing Communications programs. He has been a member of the faculty since 1998, joining Northwestern after 25 years in the marketing and communications field, with management positions at Time, Inc. Ogilvy & Mather, and The Leo Burnett Company. He is a widely recognized expert in the areas of integrated marketing communications; direct, database & e-commerce marketing management; customer loyalty; customer relationship management; and channel integration.

Tom Collinger, Associate Dean, Chair of the Integrated Marketing Communications Department, Associate Professor & Sector Head of Direct, E-Commerce & Search Marketing, MEDILL SCHOOL AT NORTHWESTERN UNIVERSITY

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