Ecew richard watmough

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TheFocusGroup

Empresariales Educación

Making Excellence a Standard
Process
Richard Watmough
Research Manager

2
• Not Government…Royal Charter
• Revenue: £245m
• 2,500 staff
• Operations in 147 countries through 56 offices
• Customers: 64,000 including…
• …78% of FTSE 100, 53% Nikkei & 44% of Fortune 500
About BSI

BSI…A Changing Business
4
From Where @ To

BSI…A Changing Business
5
From Where @ To
•Divisional silos
•Commoditization
•Competition
•Operationally
focussed…not
customer centric
•2011 Revenue £245m

BSI…A Changing Business
6
•One BSI
•Customer centricity/
the customer journey
•Trust & value-add
•X2 revenue to £500m
by 2016
From Where @ To

BSI…A Changing Business
7
Culture
Manage Costs
Revenue & Profit

Where are we as a business
8
From Where @ To
•Trust…core to our business
•Breaking down the silos
•Understanding the market
•Single view & customer segmentation
•Voice of the customer

Using the VoC to Drive Growth
10
•Silos/ divisional/
product
•Not consistent
•Operationally
focussed not
customer driven
From Where @ To

Using the VoC to Drive Growth
11
•One “Group” survey
• Customer journey
•Transaction vs
Relationship
•Segmentation
•Consistency vs
flexibility
From Where @ To

12
The survey
- Timely
- Relevant
- Concise
Sales leads…customer’s
own request
Market understanding
- Why purchase
- Why BSI
Be pragmatic: Program ROI

The Customer Journey
13
IMPLEMENT
Purchase
Subscribe
Training
A Customer Journey With BSI
STANDARD MAINTAINCERTIFICATION
TrainingAuditing
Review
Testing
Software

Approach: The Customer Journey
14
ANOR
A BV
Future development
A BV A BV A BV
ANO
RA
BV
Activity
Benefits & Value
Relationship
Other
IMPLEMENT
Purchase
Subscribe
Training
A Customer Journey With BSI
STANDARD MAINTAINCERTIFICATION
TrainingAuditing
Review
Testing
Software

Approach: What We Are Doing
15
Activity
• NPS
• Why BSI
• Purchase objective
• Satisfaction
• Lead generation
• Opt in/ out for research
• Free text
• Alerts
Benefits & Value
• NPS
• Met Purchase objective
• Benefits
• Lead generation
• Opt in/ out for research
• Free text
• Alerts
Single View of Customer
Customer Segmentation

Where We Are With VoC
16
•Activity survey
launched
• Benefits & value Q3
• Combining VoC/
Customer data
From Where @ To

17
From Where @ To
• Responses: >1,100
• Stats
• NPS: >50%
• Overall Satisfaction score: 9/10
• Sales leads
• 15% of responses generate a lead
• Reinforcing x-sell and one BSI
•Opt-in vs Opt-out
• 72%opt-in
• 77% don’t opt-out
Where We Are With VoC

Lessons Learnt
18
•Importance of executive buy-in
•Be pragmatic
•Link the VoC to financial data
•Using the results
•Communication

19
The Future
For BSI
•Double revenues
•Advisory
•Branding & trust
Voice of the Customer
•Win/ loss
•Attrition
•NPS Research
•Focus Groups

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