Synovate Symmetrics

The experience and proven frameworks to help you answer your most difficult customer loyalty challenges.

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Synovate Symmetrics

Synovate Symmetrics…

Helps companies achieve their growth objectives through survey research and performance management systems that prioritize, communicate, refine and monitor customer loyalty initiatives and create a customer-centric organization.

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Synovate Symmetrics

Customer-centric Performance Management Systems

“After CEO engagement, a performance measurement and management system is the second biggest catalyst for creating a

customer-centric organization.”

Kathy ArmstrongDirector

Total Customer Experience ResearchHewlett-Packard

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Synovate Symmetrics

Your Most Important Strategic Asset Is Your Customer

Customer Loyalty Strategic Asset Management provides an opportunity for significant leverage in achieving market and financial goals.

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Synovate Symmetrics

Achieving Market and Financial Goals

Hi-TechHealth CareServices Financial ServicesManufacturing

UtilitiesTelecommunications ConsultingITInsurance

Hi-TechHealth CareServices Financial ServicesManufacturing Hi-TechHealth CareServices Financial ServicesManufacturing

UtilitiesTelecommunications ConsultingITInsuranceUtilitiesTelecommunications ConsultingITInsurance

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Synovate Symmetrics

What Keeps You Up at Night?

How can we create a differentiated customer experience? What are the strategic drivers of customer loyalty?What role does emotions have in building customer loyalty?How can we create a voice of the customer system that is science-based and consistent across the organization?How can we develop a customer loyalty index for our business scorecard?How can we set reliable and achievable customer loyalty goals?

How can we identify and cascade our customer loyalty strategic priorities down through the organization to achieve alignment of departmental objectives and activities? How do we know our actions are impacting customer loyalty behaviours? How do we know that customer loyalty can impact my market and financial performance results? How can we develop an integrated measurement system that is practical and that management will buy into?How can we accelerate our change from a product-focused organization to customer-focused?

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Synovate Symmetrics

• Provides enterprise and consumer customers a full range of high-tech products, including personal computers, servers, storage products, printers, networking equipment, and software.

• Total Customer Experience corporate initiative.• Global commercial customer relationship measurement.• Consumer interviews conducted globally.• Alignment of all data streams into cause/effect links.• Revamped relationship strategy.• Tied to performance compensation.

• Makes washers, dryers, refrigerators, air conditioners, dishwashers, freezers, microwave ovens, ranges, trash compactors, air purifiers, and more.

• In addition to Whirlpool, the company sells its products under brand names including KitchenAid, Kenmore, Bauknecht, Roper, and Speed Queen.

• Move culture from product to customer focus.• Consumer interviews conducted globally by brand and country.• 1 point increase in CLI = up to 5% potential increase in revenue.• Sweeping strategic and tactical initiatives, including service enhancements and

communications.

• Leading, well-known maker of wood-clad windows and patio doors in the US.• Competitive market pressures.• Annual relationship assessment with dealers/trade.• Revamped product portfolio. • Revised service and communications strategies.• 77% increase in revenue in 5 years after focusing on loyalty.

Sample Client Engagements

B:B

B:C

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**All information has been shared by the client in public forums.

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Synovate Symmetrics

• Makes air conditioning, heating, and fireplace systems for residential and commercial uses, as well as commercial refrigeration equipment.

• Evolution to fact-based management.• Core dealer relationship survey.• Customer Value Index -- measure of estimated dealer value to Lennox.• Customer Defection Index -- calculated probability of dealer risk.• Foundation for business priority setting.

Sample Client Engagements

• 3rd largest public utility in US; serving greater Phoenix, AZ. • Customer insights drive segmentation, positioning, integrated marketing plan,

priorities, communication, management performance systems.• Expanded Key Account Management program (largest industrial customers).• Established Business Account Management program (mid-sized industrial

customers).• Revamped communications strategy with Spanish Language Dominant

consumer segment.• 53% increase in Customer Loyalty Index.

• Canada’s 2nd largest bank; offers a range of consumer and business services.• 5% employee commitment = 3% customer loyalty = 3% shareholder value.• Dynamic Simulator for what-if scenario planning.• Developed best-in-class complaint handling process.

B:B

B:C

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**All information has been shared by the client in public forums.

THE LEADERSHIP CHALLENGE

How to build an organizational competency of managing customer

loyalty as a strategic asset?

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Synovate Symmetrics

Keys to Customer Loyalty Strategic Asset Management

MEASURE

MO

DEL

MANAGE

Customer

Loyalty

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Synovate Symmetrics

The Frameworks, Tools, and Processes Used to Measure, Model and Manage Customer Loyalty

measure model manage

Integrated Measurement System

CustomerSymmetry

MarketSymmetry

BrandSymmetry

EmployeeSymmetry

ExperienceSymmetry

Readiness Assessments

Migration Path Planning

CL Goal Setting

Simulators

CL Strategy and Planning Workshops

CL Initiative Development & Testing

CL Strategic Communications

Infrastructure Embedment

IMS Archive

Causal modeling

Other decision sciences tools

Linkage analysis

Lifetime value analysis

Financial impact analysis

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Synovate Symmetrics

FutureState

CurrentState

TIME

Measure

Manage

Model

Research Audit

New Measurement Framework

Qualitative Research

IMS Architecture Design Begin CL Communications

Develop CLI & Financial Simulators

Cause-Effect Modeling

IMS Statistical Linkage

Conduct Priority Workshops

Determine Accountabilities

Calibrate Scorecard Metrics

Conduct Loyalty Segmentation

Readiness Assessment

Create Embedment Plan

Establish CL Goals

Begin To Align Infrastructure

Brainstorm, Test, Launch, Monitor

Building a Customer-Centric Performance Management System and Culture

EM

BE

DM

EN

T &

S

US

TA

INA

BIL

ITY

BSC/KPI/Dashboard

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Synovate Symmetrics

Provides specific, actionable information for improving and/or innovating the high priority customer touchpoints.

Monitors the leading indicators for touchpoint performance.

Provides continuous “real time” customer feedback on touchpoint performance.

Sets the strategic CL priorities for the brand and provides direction for resource allocation.

A

B

C

D

Total Relationship

Brand, Product, Price, Communication, Repair, Customer Service, etc.

Event Satisfaction

Internal Metrics:processes, practices, and culture

Integrated Measurement System

mea

sure

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Synovate Symmetrics

Building an Organizational Competency: Measure, Model, Manage

CL

Res

earc

h

Mea

sure

Mod

el

Descriptive research

Causal research

mod

el

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Synovate Symmetrics

CustomerSymmetry®

Emotionalmotivation

Rational motivation

Experiencepoints

Brand essence

Loyalty

salience understanding

image appeal

personalityappeal

socialapproval

Identifi-cation

internal-ization trust emotional

attachment

overallexperience

& valuesatisfaction

personality

images

feelings

Experience Points (examples)

relationship management

products

in-store experience

contactcenter

repair

technical support

informationsources

repurchase

advocacy

choice

preference

consideration

awareness

expansion

compliance

establishrelationship

deepenrelationship

Causal pathwaysCognitiveCognitive AttitudinalAttitudinal EmotionalEmotional BehavioralBehavioral

mod

el

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Synovate Symmetrics

Strategic Analysis and Interpretation

The analysis of the data and interpretation of the model focuses on uncovering high impact strategic information and tactical direction to strengthen customer loyalty for optimal market and financial results.

mod

el

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Synovate Symmetrics

Examples of Key Business Questions

Competitive Strength In terms of CLI, how strong are our brands relative to the competition?

Motivational Levers Do current brand strategies reflect the relative weight of emotional motivation and rational motivation?

Priorities Is the influence of the TPs on CL similar across brands? Are brands effectively addressing the critical TPs?

Global Brand Positioning Are there common denominators of BE for brands? Are these potential points of differentiation?

Repair vs. Product Quality

Is it better to minimize product problems or effectively correct them after they occur? Is the net effect of repair performance a plus or minus today?

Social Responsibility What are customers’ SR expectations of the brand?

Product Leadership In which product categories do our brands exhibit competitive strength? Do some categories appear to pose a bigger challenge in terms of creating CL?

Loyalty Segmentation Who are the most/least loyal customers? What are they worth? Can customers be segmented by loyalty drivers? Which loyalty segments to target? What changes are needed to make the targets more loyal?

Sales Inoculation What types of experiences might inoculate loyal customers from sales pressures at the POP?

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Synovate Symmetrics

Examples of Key Business Questions (cont)

Multidimensional Loyalty In general, are there different levers for influencing the different loyalty behaviors?

Brand Influence on Channel To what extent does CL and its antecedents (EM, RM, BE and TP performance) influence loyalty to the store/retailer? Are buyers of our brands more store loyal?

Channel Influence on Brand Does CL vary by channel of acquisition? Do the influences on CL vary by channel? Does the purchase/sales experience shape future usage and ownership perceptions that drive CL?

TP Interdependencies Are there causal relationships among the touchpoints? Is there a temporal order? Do some TP’s support other TP’s? Are some TP’s more generic/higher level?

Total Product Effect What is the net effect of “product” as a subtle influence on many aspects of loyalty?

Defection Analysis What is the role of the TPs in creating lost customers? What is the role of the TPs in helping to move customers up the Vulnerability Group ladder?

Platform Vs. Value-Add Which TPs and attributes represent “minimum requirements” and which afford the opportunity to add value and create competitive advantage? How “good” is “good enough”?

Universal Needs Are there “universal needs” across segments that the brands can use to create broader appeal?

Value Brand Migration What levers, appeals, positioning might be used to up-sell “value brand” customers and keep them at the higher price point?

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Synovate Symmetrics

Measure & Model

Provide a common viewpoint and language within the client organization.

I N T E G R A T E D M E A S U R E M E N T S Y S T E M S

A

B

C

D

TotalRelationship

Brand, Product, Price, Communication, Repair, Customer Service, etc.

Event Satisfaction

Internal Metrics:processes, practices, and culture

A

B

C

D

TotalRelationship

Brand, Product, Price, Communication, Repair, Customer Service, etc.

Event Satisfaction

Internal Metrics:processes, practices, and culture

Rational motivation

Emotionalmotivation

Touchpointexperiences

Brand essence Loyalty

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Synovate Symmetrics

From Awareness to Internalization

CL ManagementAwareness Internalization

T I M E

CO

MM

ITM

EN

T

High

Low

Positive Perception

Adoption

Institutionalization

Internalization

High

Low Awareness

Understanding

Positive Perception

T I M E

CO

MM

ITM

EN

T

High

Low

Positive Perception

Adoption

Institutionalization

Internalization

High

Low Awareness

Understanding

Positive Perception

man

age

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Synovate Symmetrics

Tools, Processes and Practices to Accelerate Change

Readiness Assessments

Migration Path Planning

CL Goal Setting

CL Simulators

CL Strategy and Planning Workshops

CL Initiative Development & Testing

CL Strategic Communications

Infrastructure Embedment

IMS Archive

Business Planning

and Execution

man

age

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Synovate Symmetrics

CL

res

ear

ch

mea

sure

mo

de

l

CL manageawareness internalization

MARGINAL IMPACT

• Causal research• Early stages of CL

competency & culture

MINIMAL IMPACT

•Descriptive research •Early stages of CL competency & culture

MAXIMUM IMPACT

•Causal research•Mature stages of CL competency & culture •Robust decision-support tools

Building an Organizational Competency: Measure, Model, Manage

MARGINAL IMPACT•Descriptive research•Mature stages of CL competency & culture •Many important decision-support tools for management not available due to limitations of research

Acceleration

Why Synovate Symmetrics

Cause & Effect

Alignment

• Proven frameworks and models move the company faster up the learning curve and the change management curve to build and strengthen an organizational competency in customer loyalty strategic asset management.

• Makes explicit the cause and effect assumptions from organizational actions to customer loyalty behaviors.

• The frameworks and models are explicitly aligned to the company’s market strategy. The Integrated Measurement System facilitates alignment & cascading of strategy to departmental objectives and process metrics.

Linkages & Impact• Dynamic simulators show potential impact on

market and financial results for “what if” scenario planning.

Rational & EmotionalMotivation

• Addresses not only the traditional rational motivations of customer loyalty, but applies science to the emotional motivations as well.

CL Thought Partner• Our focus and deep experience in the customer

loyalty field means tailoring your Measure, Model, Manage CL system to meet your unique needs.

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Synovate Symmetrics

Contact details

Panicos ChristopoulosGeneral Manager

Alina SocolovSenior Research Executive

20th Siriului St.BucharestRomania

Tel: +21 20 80 101Fax: +21 20 80 100Email: panicos.christopoulos@synovate.comEmail: alina.socolov@synovate.com