Industry Story
Driving Customer Loyalty through Outcome-Based VoC Programs
Overview
Challenges
TSIA has long been a proponent of practices that help increase customer loyalty by moving beyond 'traditional' transactional relationships. HPE has been able to secure a competitive edge through these practices by enhancing their Voice of the Customer (VoC) program and implementing outcome-based journey mapping. This report highlights their successes and provides a roadmap for customer success organizations looking to do the same.
Summary
The industry story details how HPE transformed its customer relationships by moving from a transactional approach to a more engaged, outcome-based strategy. Leaders Percy Rose and Susana Esteban highlighted the critical importance of customer feedback in driving improvements. By establishing a robust Voice of the Customer program, HPE significantly increased customer satisfaction and loyalty, ultimately gaining a competitive edge.
Included in the full report
Transactional Mindset Limitation:
HPE identified that a purely transactional approach led to dissatisfaction and poor customer retention.
Importance of Customer Feedback:
Engaging directly with customers through interviews revealed essential insights previously missed, enhancing understanding of their needs.
Enhanced Voice of Customer Program:
The revamped VoC initiative allowed HPE to capture 70% of customer issues, compared to just 20% before the change.
Outcome-Based Journey Mapping:
Inspired by TSIA’s framework, HPE developed a comprehensive journey map to better address customer needs at every stage.
Emotional Connection:
Shifting to an emotional and outcome-focused customer strategy yielded increased value, reducing risks and driving business growth.
Publication date:
August 4, 2023
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