Managing the Customer Experience
- A Case Study Part 4
This week we return to the case study example outlining strategies and
techniques that one of our past clients (PTC) has put in place to
effectively manage the customer experience. This multi-part series
results from a collaborative effort with Mark Hodges, DVP and Chief
Customer Officer at
previous article in this series, we discussed the approach taken to
ensure scalability of highly specialized resources that are engaged to
address complex customer issues, while ensuring the "whole customer" is
considered. In this article, we will cover methods to obtain and
leverage the Voice of the Customer.
Have you invested tens or hundreds of thousands in a customer survey
program only to realize that you are not receiving the level of
actionable insight you need to determine where to invest precious
resources? Or, that the results received are not taken seriously enough
to drive change? If that is the case, you are ready to take things to
the next level.
We now outline the approach taken by PTC to obtain highly actionable and
targeted customer insight. Such insight leads to laser-beam focus on
areas that matter most to the customer, thus enabling the organization
to make concrete decisions on which customer-focused initiatives to
PTC uses a variety of tools to collect "Voice of the Customer" feedback
in a systematic, actionable and measurable way. In fact, PTC has been
assessing and improving its customer satisfaction performance across PTC,
for more than 5 years. The key tools in place are:
1. Customer Satisfaction Survey
2. Independent Project Quality Assessment (IPQA)
3. Customer Support Closed Call Survey
We will now share how the tools are used to improve PTC's performance.
Customer Survey Process
PTC uses an independent partner to provide an on-line Satisfaction
Survey to its global customers. The survey is available in all PTC
supported languages and provides a rating system for measuring overall
levels of customer satisfaction as well as specific information
regarding satisfaction with key functional areas of the business such as
Product Satisfaction, Buying Experience, Technical Support, Customer
Education etc. Customers can answer as much or as little as they like in
the survey based on their overall knowledge and experience with PTC and
its products and services.
The Satisfaction Survey is issued to all customer contacts (who have not
requested to opt out of the process) whose companies have current
maintenance contracts. The invitation process is designed to ensure that
an individual is only contacted to participate in the survey on an
In addition, PTC delivers the Satisfaction Survey to key customer
contacts within strategic accounts. These contacts not only provide
generic feedback on PTC's products and services, but also information
that can be used by the PTC Account Team to identify specific issues or
improvement areas that need to be resolved.
Independent Project Quality Assessment (IPQA)
Enterprise PLM solutions are complex and multi-faceted. PTC Global
Services partners with customers to deliver complex solutions such as
initial deployments, software upgrades, legacy system migrations,
learning programs and best practice process consulting. In order to
ensure that PTC Global Services can objectively measure customer
satisfaction for any significant contract engagements and continuously
improve their business performance, an Independent Project Quality
Assessment (IPQA) is performed.
The IPQA is a formal interview process conducted by a Senior PTC
Services Manager who was not directly involved in the specific project
being assessed. A variety of questions are reviewed with a designated
Customer representative at the end of the individual project cycle
(typically around the "Go Live" or "Project Completion" milestone).
At the end of the interview process, customer ratings covering all major
aspects of a project are collected and an overall satisfaction rating is
provided by the customer. If this rating is below defined quality
limits, then PTC will automatically invoke a Corporate Escalation
procedure to attempt to identify root cause and provide resolution to
In addition to helping resolve individual customer concerns, IPQA's
yield information that is reviewed at Operations Council and Executive
team level, to identify global trends and mobilize improvement
initiatives based on the findings of the analysis.
Customer Support Closed Call Survey
PTC Customers with current maintenance contracts are able to utilize PTC
Customer Support to help resolve issues or concerns that they may have
encountered when using, deploying or upgrading PTC products. With a few
exceptions, all PTC product families utilize common support processes
and procedures based around access to web-based or remote telephone
Independent of the support route chosen by the customer, PTC reviews
calls that have been marked as "closed or resolved" and sends an online
satisfaction survey, at random, to 10% of the customer contacts who are
identified as the owner of the original call. The survey asks for a
satisfaction rating based on the customer's experience during resolution
of the call. The random nature of the survey process means that
customers may have multiple requests to participate in the survey
depending on the volume of calls that they place in a given period.
This process operates across PTC's Technical Support organization and is
used to capture customer satisfaction metrics by geography and product
on a global basis. The information collected is reported on a quarterly
basis and is a fundamental part of the operating metrics for Technical
Support. It is also monitored as part of the Quality Management System
for Customer Support which is central to the accreditation process for
the ISO 9001 Standard.
Finally, PTC truly "puts its money where its mouth is" by actually
sharing the results of prior surveys online and the key improvement
programs that are underway in direct response to this feedback. PTC
expects to publish their latest satisfaction survey results to their
external web site by the end of March.
As stated by Mark Hodges, of PTC: "An essential component of PTC's
commitment to Customer success and maximizing realized value is
listening to the "Voice of the Customer" and enhancing our products,
services & solutions based on this feedback. In fact, PTC has a range of
business improvement programs in operation in 2010 that are a direct
result of feedback gained from our "Voice of the Customer" processes."
Stay tuned for subsequent editions of our newsletter in which we'll
cover the final topics of this case study: Taking things to the next
About PTC: PTC is all about helping discrete manufacturers succeed
by meeting their globalization, time-to-market, and operational
efficiency objectives in product development. As one of the world's
largest and fastest-growing software companies, PTC delivers a complete
portfolio of integral Product Lifecycle Management solutions to over
50,000 customers in the Industrial, High Tech, Aerospace & Defense,
Automotive, Consumer, and Medical Device industries.
PTC's solutions enable teams to collaborate across departments—and
across continents—helping them create innovative products that meet
their customer needs and comply with industry regulations. In addition
to best-in-class solutions, PTC also delivers expert training, software
support, and world-class services directly through PTC Global Services
and indirectly through a range of partners.
Those in Need...Again
Members of the
Customer Centricity team and the First Baptist Church of Hudson, NH are
again headed to the Gulf Coast of Mississippi during the week of March
1, 2010, to build and/or refurbish homes, with Habitat for Humanity.
Hurricane Katrina slammed into the Gulf Coast on August 29, 2005,
destroying property and killing hundreds. Less than a month later, on
September 24, 2005, Hurricane Rita also made landfall on the Gulf Coast,
extending the devastation even further. All told, more than half a
million homes were damaged or destroyed.
Four years later Habitat for Humanity still engages coastal Mississippi
families struggling with run down temporary shelter and poor housing
If you are interested in supporting the cause or would like to learn
www.firstgiving.com/firstbaptisthudson. We, and the people in need,
thank you in advance for your support.
+ CCI Serving Those in Need...Again
+Managing the Customer Experience - Case
Study Part 4
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Some Words From Our Customers
Check out what a customer
had to say about his experience with Customer
has been instrumental in making the Sophos customer survey program a
reality. From concept to launch, the Customer Centricity team guided us
quickly and expertly through the process. Their years of customer
experience were instrumental in analyzing critical customer feedback
allowing us to take swift and decisive action in a very short period of
time. Our organization highly recommends Customer Centricity and will
continue to leverage their expertise in our customer-facing programs."
VP Sales & Operations, Americas
About Customer Centricity, Inc.
We strengthen overall company performance through
better service delivery and management.
We boost efficiencies in front-line customer service and technical support
teams, order processing, fulfillment, field service, logistics and other
key operations functions.
In short, we align the resources of your organization to exceed your
customers' expectations in the most effective and efficient manner
See What Our Customers Say