Company overview of Sound Customer Strategy. We provide loyalty solutions and transform customer experiences.

1. Company Overview
Colin Brogan
March 2009

2. Our Mission
Program Design
Net Promoter ®CerDfied consultants design
loyalty programs that integrate the voice of the
Empower our clients customer into the daily operaDons of your
business
to improve loyalty,
customer value, and
Implementa6on
word of mouth by We source the survey, analysis and distribuDon
delivering best in plaGorm to suit the needs and scale of your
enterprise. To ensure success, we provide
class advisory expert guidance in loyalty best pracDces and
change management
services and
enabling Customer Experience Δ®
technologies We turn VOC into insight to change the way you
do business. We analyze find the key drivers of
loyalty and facilitate change through strategic
acDon planning and customer experience
design.
Company Overview  Sound Customer Strategy  March, 2009  2

3. We help you deploy opera&onal loyalty
programs
Loyalty programs can take many
forms. Some are oriented around
incenDves and points to change
customer behavior. Others
emphasize integrated and event
based markeDng. While these can Sound Customer Strategy builds
be powerful iniDaDves, they don’t operaDonal loyalty programs. We
help you measure and manage enable your business to gather
loyalty or drive customer centricity intuiDve loyalty metrics through
within your business. short surveys. You analyze and
distribute VOC through an online
plaGorm. You close the loop with
customers to neutralize issues and
idenDfy root causes. And you
pinpoint what drives loyalty, allowing
you to prioriDze investments and
improve loyalty
Company Overview  Sound Customer Strategy  March, 2009  3

4. OperaDonal Loyalty: PuUng voice of customer
into acDon
IntegraDng VOC into the business is what separates operaDonal loyalty programs from mere
market research studies. It all begins with a simple loyalty metric such as Net Promoter®.
 Loyalty, not saDsfacDon
 Links to individual behavior
 Links to company growth
 Short surveys
 Easy to communicate
Company Overview  Sound Customer Strategy  March, 2009  4

5. How operaDonal programs work
1 3
You select a metric – whether it is a IdenDfy key drivers of loyalty
classic Net Promoter® Score or a through quanDtaDve and
RelaDonship or different measure of loyalty. qualitaDve analysis; idenDfy and
Act on Voice of
Depending on the nature of the distribute best pracDces; work
TransacDonal business, you may choose to cross funcDonally to develop a
Customer Data
survey customers (by phone, email, prioriDzed plan of acDon to
Survey paper or face to face) on a periodic improve the customer experience
Rela&onship basis, or by a more
frequent Transac&onal process.
2 4 You must repeat the program
In and operaDonal program, you
conDnuously, and ingrain the
must close the loop with
discipline into the fabric of your
customers. Depending on your
Customer organizaDon. Eventually, you will
strategy, you may want to reach
Close the Loop shic focus from the current
out first to Detractors (disloyals), or
Experience Δ experience, to creaDng innovaDve
have personal conversaDons with
treatment strategies based on the
all customers, to negate issues and
expressed and unconscious needs
negaDve word of mouth, and learn
of your customers.
more about customer needs.
Company Overview  Sound Customer Strategy  March, 2009  5

6. Measure loyalty, across the customer experience
Measure on a NPS%
rela6onship basis to
determine overall loyalty
and the lifecycle Determine strongest relaDonships
experiences that drive it between touchpoint metrics and loyalty,
idenDfy gap areas and prioriDze your
investments
Purchase Delivery Service Use Repurchase
NPS% NPS% NPS% NPS% NPS%
Measure on a Use quanDtaDve and
transac6onal basis to qualitaDve VOC to
improve team prioriDze your focus for
performance and improve Customer Experience Δ
touchpoint experiences
Company Overview  Sound Customer Strategy  March, 2009  6

7. It’s not the metric, it’s the acDon
An operaDonal loyalty program is an enterprise iniDaDve. As such, it requires a
comprehensive approach to change minds and inspire acDon
Company Overview  Sound Customer Strategy  March, 2009  7

8. Endgame: Generate promoters to power growth
Promoters are more likely to refer, make addiDonal purchases, and have longer tenure – thus
they contribute higher value to your business over Dme. You must find ways to create
promoters, and minimize detractors, to make your business soar.
IllustraDve example
most valuable customers
100
LifeDme Value
Index
50 Promoter
Passive
Detractor
0
‐25
below zeros
Company Overview  Sound Customer Strategy  March, 2009  8

9. Our Offerings We work with you every step of the way to deploy an online plaGorm that will power
your program. Your system deploys surveys, integrates financial and operaDonal data,
analyzes insights and distributes informaDon across your enterprise
Technology
PlaGorm
Customer
Program Design ImplementaDon
Experience Δ®
Experienced Net Promoter® Consultants We provide thoughGul analysis to discover
Change
design a comprehensive loyalty program what drives loyalty in your best customers,
based on proven best pracDces. Your and what changes must be made at each
Management
implementaDon ‐ ready plan will include touch point to improve the customer
survey design, data strategy, technology experience, increase loyalty, and lock in
plaGorm, closed loop design, governance, growth.
communicaDons, and Customer
Experience Δ® plan.
We know the enablers, and barriers of loyalty program success.
We will do the hard work of designing the right processes and
insDlling cultural changes needed to align the organizaDon around
acDon
Company Overview  Sound Customer Strategy  March, 2009  9

10. Our Offerings
Program Design Implementa6on Customer Experience Δ®
 Loyalty Workshop  Results Analysis & PresentaDon
Change Management
 Loyalty Process Design
 Program Assessment  Strategic AcDon Planning
 Field Enablement
 Program Plan  Current State Touch‐map
 Training / EducaDon
 Customer Needs Analysis
Technology PlaGorm  Customer Experience Design
 Vendor Requirements &
SelecDon
 ImplementaDon Management
Company Overview  Sound Customer Strategy  March, 2009  10

11. Colin Brogan, Managing Partner
Colin Brogan is the founder of Sound Customer FuncDonal ExperDse
Strategy. His Net Promoter® CerDfied team ensures  Customer Experience Design
that enterprise loyalty iniDaDves adhere to proven  Net Promoter® Program Design & Best
best pracDces and result in both operaDonal and PracDces
strategic benefits.  CRM Customer Strategy
 Touchpoint Analysis
He has worked with Fortune 500 companies across  Program ImplementaDon
mulDple industries, forging enterprise customer
experience strategies that engender loyalty.
Previously, Mr. Brogan held leadership posiDons with
Industry Experience
Satmetrix Systems, the co‐developer of the Net
Promoter loyalty methodology; and Peppers & Rogers Healthcare

Group, where he led consulDng engagements in
Computer Socware

customer experience design. He also launched the
AutomoDve

“Customer Journey” owner experience iniDaDve at
Government

Mercedes‐Benz USA.
PharmaceuDcal

Colin received his MA in Public Affairs from the TelecommunicaDons

University of ConnecDcut
Company Overview  Sound Customer Strategy  March, 2009  11

12. www.soundloyalty.com
203 305 2087
New York
colinb@soundloyalty.com
203 305 2087
twirer@colinbrogan