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The contents of these pages are copyright © Frost & Sullivan. All rights reserved.

growth team m e m b e r s h i p™

Harnessing Voice of the Customer

for Incremental Innovation

(2)

The contents of these pages are copyright © Frost & Sullivan. All rights reserved.

growth team m e m b e r s h i p™

1

Harnessing Voice of the Customer for

Incremental Innovation

Best Practice Guidebook

Note: Data are illustrative and do not represent actual data.

• Establish the Customer Insights team as a service center, rather than as a mandate from above. This will increase buy-in, open up access to business units data, boost the use of Customer Insights’ work, and avoid territorial behavior by divisions with revenue targets.

• Ensure the Customer Insights team has access to companywide data. This allows the team to integrate cross-business insights, support decision-making at all levels of the cross-business, and link customer feedback to measurable changes in customer behavior (such as increased revenue, retention, and loyalty).

Citrix needs to improve customer retention in an economically feasible way.

Citrix

INDUSTRY

Information and

Communications Technology

REVENUE (2012)

$2.59 billion USD

READ MORE »

Citrix develops a comprehensive program to collect, prioritize, and embed the voice of the customer in the innovation process to drive meaningful product improvements and increase customer retention.

Citrix’s Key Lessons Learned

Solution

Challenge

Corporate Strategy Corporate Development Marketing Competitive Intelligence Market Research Sales Leadership R&D/ Innovation Investors/ Finance

CEO

R&D/ Innovation Market Research

Applicability to

Executive Functions

Collect and Analyze

Customer Voice » Embed Insights within Product Teams » to Innovation »Apply Insights

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2

The contents of these pages are copyright © Frost & Sullivan. All rights reserved.

best practice guidebook

growth team m e m b e r s h i p™

Source: Citrix; Growth Team Membership™ research.

Overview Page . . . .3

Customer Insights (CI)

Department . . . .4

Collect and Analyze

Customer Voice . . . .5

Embed Insights within

Product Teams . . . .6

Apply Insights

to Innovation . . . 10

Business Results . . . 12

Key Lessons Learned . . . . 13

Supporting Tools

& Resources . . . 14

Design Matters

Initiative 14

Customer Experience Survey 15

Net Promoter

Score® (NPS) 15

Contents

• Dedicated centralized program manager or analyst

• Buy-in by key stakeholders to take action on primary insights

• Funding for tools, resources, and research: - If an in-house effort—a survey tool, method for

sending the survey invitations, a text analytics tool to categorize open text comments, and a tool to aggregate and analyze the data (such as a spreadsheet tool)

- If an outsourced effort—vendor will handle the survey tool and contact process

• Approximately 45% of customer-driven business cases become new products or product features

• 30% reduction in cost-per-lead for some segments

• 100% adoption of VOC process by product teams

Business Results

Resources Required

HEADQUARTERS Santa Clara, California, United States GEOGRAPHIC FOOTPRINT Global

OWNERSHIP Public EMPLOYEES (2012) 8,212

Contact the Growth Team Membership™ (GTM)

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3

The contents of these pages are copyright © Frost & Sullivan. All rights reserved.

best practice guidebook

growth team m e m b e r s h i p™

Source: Citrix; Growth Team Membership™ research.

Citrix uses a three-part process to capture and translate customer feedback into insights for product teams

From Customer Voice to Product Innovation

Collect and Analyze Customer Voice Embed Insights within Product Teams Apply Insights to Innovation

Objective

Capture the voice of the customer and translate it into usable insights

Objective

Package and deliver customer data and

insights to influence product development’s

decision-making

Objective

Apply insights to improve products’ features and performance

Activities

• Assign ownership of stakeholder needs by analysts’ specialization

• Develop qualitative and quantitative customer feedback mechanisms

• Assess and prioritize customer needs based on their frequency, value, and impact

Activities

• Develop customer personas to bring to life the needs and preferences of customers for stakeholders

• Illustrate the impact of customer perceptions and use of products

• Provide usable insights (needs and trends) for new products and/or features

Activities

• Collaborate with product teams to use customer insights for a new product business case

• Track and communicate the ROI (as measured by revenue, retention, and brand loyalty) of insights-based innovations

• Use Virtual Customer Advisory Boards to collaborate with customers on high-priority projects

from voice of the customer to customer retention

Voice of the Customer

Insights

Incremental Innovation

Increased Customer Loyalty and Retention

Customer engagement depends upon two-way communication: customers provide feedback to the company, and the company reports back to the customer on how the feedback was used. Voice of the Customer (VOC) is a key component of this engagement cycle because it enables companies to harness customer feedback to drive incremental innovation (existing product enhancements that maintain or increase competitive advantage), thereby contributing to customer satisfaction and retention.

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The contents of these pages are copyright © Frost & Sullivan. All rights reserved.

growth team m e m b e r s h i p™

Register

for the Webinar

Harnessing Voice of the Customer for

Incremental Innovation

GTM and Tabitha Dunn, Managing Director of Customer Insights at

Citrix, will present this best practice where Tabitha will share her

key lessons learned and participate in a Q&A.

Please contact us to learn how to

access the full Best Practice Guidebook

or for information on Growth Team

Membership.™

Tuesday, September 24, 2013

11 am EST / 4 pm GMT

Duration: 1 Hour

Email us

GTMresearch@frost com

Visit us online

www gtm frost com

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