The purpose of this deck is to present a simple model to ensure that customer feedback data flows with systematic steps within an organizaton and insights lead to actions. The model works well with Net Promoter Score (NPS)*, but can also be utilized with other data.

1. Customer Centricity Engine
Johanna Vesterinen
XperienceFocus Oy
20 February 2013

2. Purpose of the presentation
• The purpose of this deck is to present a simple
model which helps ensuring that
• customer feedback data flows with systematic steps within
an organizaton
• insights lead to taking actions
• improvements are followed through.
• The model works well with Net Promoter Score
(NPS)*, but can also be utilized with other data.
*) Net Promoter®, Net Promoter Score®, and NPS® are trademarks of Satmetrix Systems, Inc.,
Bain & Company, and Fred Reichheld.

3. Customer Centricity engine
- a systematic framework for ensuring effective utilization of
customer feedback
Listening to customers Initiating actions
Data gathering Follow-up
Data processing Reporting insights to right
and analysis target groups
Organization mindset
Management commitment
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4. Listening to customers; Data gathering
• From whom
• Sampling
• Users – decision makers – influencers
• When
• At what point during the customer journey is
feedback gathered
• What data
• Net Promoter Score (NPS)* – or other metric
• Additional questions
• Demographic data
• How
• Online – email+online – mobile – surveys
• Using internal resources vs external providers
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*) Net Promoter®, Net Promoter Score®, and NPS® are trademarks of Satmetrix Systems, Inc.,
Bain & Company, and Fred Reichheld.

5. Data processing and analysis
• IT systems
• Data storage, processing and reporting
• Need for translations
• Manual vs automated
• Text analysis
• Manual vs automated
• Topics
• Sentiment
• Making data available
• Online reporting tools
• Customized reports for internal stakeholders
• Communications
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6. Reporting insights to right target groups
• Target groups for insights and reporting
• Leadership teams
• Functional teams
• Responsibilities
• Centralized vs decentralized analysis and reporting
• Standardized, regular reporting
• Target groups - content – frequency
• Ad-hoc reporting
• Triggered by issues that need immediate attention
• Utilization
• Customer feedback as standard agenda item
• Scorecards
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7. Reporting insights to right target groups
• Process for action initiation
• Roles and responsibilities
• Process steps
• Reviews and follow-up
• Ensuring progress and closing actions
• Understanding the impact
• Communication of improvements
• Both internal and external communication
• Recognizing and rewarding results
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