#20 – Win-loss analysis, Relationship research, Kittens, CX NPS Influencer article
Welcome to the 20th edition of my customer strategy newsletter. The five topics this week are:
Win some, lose some
When HP and EDS merged, I was the HP-side business integration leader for EMEA. I quickly became exposed to EDS sales people who worked for a year or more on large outsourcing deals. Sometimes they won. Sometimes they lost. Naturally, it was devastating to a large team to work for such a long time, and for the effort to turn into nothing.
At the time, I was also the EMEA Chief of Staff and led what we called ‘Total Customer Experience & Quality.” I was naturally interested in why we won or lost such deals. Let me exaggerate to make my point. When I asked sales teams, we always won because of excellent relationships with various people in the customer’s organization. Strangely, they said we never lost because we did not have such relationships. We only ever lost because our prices were too high.
This kind of biased view made me even more interested in win-loss analysis. That is the background to the blog post I sent you two days ago.
Relationship research and improvement is the June NPS Group focus
Win-loss analysis is a subset of relationship research. Particularly in B2B, most companies have a sort of Pareto distribution of their customers, as shown in the example below. A relatively small number of customers provide a large proportion of their revenue. Understanding what these customers want and giving it to them is critical to growth and financial success. That is why I have decided to focus on relationship research in general, and the face-to-face interview process in particular, in the LinkedIn NPS Group here.
Our latest blog posts
The posts on the role of the customer experience leader or Chief Customer Officer have been very popular. This week’s post on business strategy has attracted comments on LinkedIn and elsewhere that come from a different audience than my usual one. Older posts are of course still available on the blog page.
Notable customer experience items from other sites
CustomerGauge article: CX and NPS trends for 2020 – Influencers edition (includes me!)
I am honored to find myself on this list of “…some of world’s most influential CX & NPS thought leaders.” They asked 14 people what we thought would be the most important single technology or trend that would influence NPS and customer experience between now and 2020. There are at least ten different themes in the answers. I found many of the answers to be insightful, and hope you will feel the same. The article is here.
If you want people to read what you write… use a photo of a kitten
Brian O’Malley of Accel Partners wrote a LinkedIn article titled You’re not fooling anyone with that high Net Promoter Score. While the content is OK, it certainly does not merit the 3414 Likes and 191 comments it has received. I read the first 100 comments. Many are about the kitten in the photo at the top of the article. So, what can I say? People will at least open your article if you have a visible photo of a kitten. Here it is for kitten lovers everywhere.
I have started my search for all articles that study the relationship between NPS trends and market share trends. More soon. I have also started work on a project to establish the relationship between the Temkin Experience Ratings for US companies and employee satisfaction. It will be interesting to see whether it is the same as the relationship with the American Customer Satisfaction Index results.
Thanks for reading. Please share with your friends and colleagues and encourage them to sign up for the newsletter here. I have put links to past newsletters on the subscription page. Finally, please feel free to change or cancel your subscription using the link below.
You can also email me, Maurice FitzGerald, at firstname.lastname@example.org.