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Siemens Powergen Case Study
Strengthening customer relationships and sales
Situation
Siemens Powergen sought help to improve their D-I-Y customer survey process, develop customer loyalty and implement continuous improvement (CI). The CEO asked us to gather their customers’ expectations and assess Siemen’s performance against their 2 most important business goals (loyalty and CI) across:
- 34 Countries
- 5 Product Ranges
Our Task
- Assess the inhouse survey process and recommend improvements to improve insight.
- Identify the expectations of important customer groups.
- Deliver a performance survey targeting 7 different roles in customers across 34 countries.
- Include NPS scoring (simply for comparison purposes).
- Include assessments of 26 named competitors.
- Create a report for the senior executive team and be ready to present this data to a large customer group.
Action We Took
- Reviewed their existing questionnaires and process which had low response rates and provided little usable data. Assessed the expectations of 100 major customers.
- Delivered an expectations survey to 264 customers in 34 countries to provide actionable insight.
- Facilitated an executive workshop to deliver feedback and help the client craft an effective action plan.
- Organised a customer open day conference in the Duisburg factory to communicate the project and findings.
- Recruited and prepared a BBC journalist (Tim Sebastian) to interview the CEO live on stage in front of 700 customers.
- Coached and prepared the CEO for the interview.
Results
- The expectations – based insight provided input for an enhanced CI programme that targeted priority expectations revealed by the research.
- The competitor gap scores were used to drive action that improved the client’s competitive advantage.
- The customer open day and conference was judged a huge success – the CEO interview was assessed as the highlight of the day.
- Specific actions related to better response times, meeting deadlines and providing technical support at any time of day (priority areas) were implemented.
- Post-conference the division increased orders and revenue.
Project take-away
The actionable insight revealed by our work highlighted what mattered most to customers and where Siemens Powergen needed to change. Sharing this with customers strengthened those relationships and boosted sales.