Synovate Symmetrics
The experience and proven frameworks to help you
answer your most difficult customer loyalty challenges.
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Synovate Symmetrics…
Helps companies achieve
their growth objectives
through survey research
and performance
management systems that
prioritize, communicate,
refine and monitor customer
loyalty initiatives and create
a customer-centric
organization.
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Customer-centric Performance Management Systems
“After CEO engagement, a performance measurement and
management system is the second biggest catalyst for creating a
customer-centric organization.”
Kathy Armstrong
Director
Total Customer Experience Research
Hewlett-Packard
Synovate Symmetrics
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Your Most Important Strategic Asset Is Your Customer
Customer Loyalty Strategic
Asset Management
provides an opportunity for
significant leverage in
achieving market and
financial goals.
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Achieving Market and Financial Goals
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What Keeps You Up at Night?
How can we create a differentiated customer experience?
What are the strategic drivers of customer loyalty?
What role does emotions have in building customer
loyalty?
How can we create a voice of the customer system that
is science-based and consistent across the organization?
How can we develop a customer loyalty index for our
business scorecard?
How can we set reliable and achievable customer loyalty
goals?
How can we identify and cascade our customer loyalty strategic priorities down through the
organization to achieve alignment of departmental objectives and activities?
How do we know our actions are impacting customer loyalty behaviours?
How do we know that customer loyalty can impact my market and financial performance
results?
How can we develop an integrated measurement system that is practical and that
management will buy into?
How can we accelerate our change from a product-focused organization to customer-focused?
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Sample Client Engagements
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B:B
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B:C
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B:B:C
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Provides enterprise and consumer customers a full range of high-tech products,
including personal computers, servers, storage products, printers, networking
equipment, and software.
Total Customer Experience corporate initiative.
Global commercial customer relationship measurement.
Consumer interviews conducted globally.
Alignment of all data streams into cause/effect links.
Revamped relationship strategy.
Tied to performance compensation.
Makes washers, dryers, refrigerators, air conditioners, dishwashers, freezers,
microwave ovens, ranges, trash compactors, air purifiers, and more.
In addition to Whirlpool, the company sells its products under brand names
including KitchenAid, Kenmore, Bauknecht, Roper, and Speed Queen.
Move culture from product to customer focus.
Consumer interviews conducted globally by brand and country.
1 point increase in CLI = up to 5% potential increase in revenue.
Sweeping strategic and tactical initiatives, including service enhancements and
communications.
Leading, well-known maker of wood-clad windows and patio doors in the US.
Competitive market pressures.
Annual relationship assessment with dealers/trade.
Revamped product portfolio.
Revised service and communications strategies.
77% increase in revenue in 5 years after focusing on loyalty.
**All information has been shared by the client in public forums.
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Sample Client Engagements
B:B
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B:C
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3rd largest public utility in US; serving greater Phoenix, AZ.
Customer insights drive segmentation, positioning, integrated marketing plan,
priorities, communication, management performance systems.
Expanded Key Account Management program (largest industrial customers).
Established Business Account Management program (mid-sized industrial
customers).
Revamped communications strategy with Spanish Language Dominant
consumer segment.
53% increase in Customer Loyalty Index.
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Canada’s 2nd largest bank; offers a range of consumer and business services.
5%  employee commitment = 3%  customer loyalty = 3%  shareholder value.
Dynamic Simulator for what-if scenario planning.
Developed best-in-class complaint handling process.
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B:C
Makes air conditioning, heating, and fireplace systems for residential and
commercial uses, as well as commercial refrigeration equipment.
Evolution to fact-based management.
Core dealer relationship survey.
Customer Value Index -- measure of estimated dealer value to Lennox.
Customer Defection Index -- calculated probability of dealer risk.
Foundation for business priority setting.
**All information has been shared by the client in public forums.
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THE LEADERSHIP CHALLENGE
How to build an organizational
competency of managing customer
loyalty as a strategic asset?
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Keys to Customer Loyalty Strategic Asset Management
Custome
r
Loyalty
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The Frameworks, Tools, and Processes Used to Measure,
Model and Manage Customer Loyalty
measure
Integrated Measurement
System
CustomerSymmetry
MarketSymmetry
BrandSymmetry
EmployeeSymmetry
ExperienceSymmetry
model
Causal modeling
Other decision sciences tools
Linkage analysis
Lifetime value analysis
Financial impact analysis
manage
Readiness Assessments
Migration Path Planning
CL Goal Setting
Simulators
CL Strategy and Planning
Workshops
CL Initiative Development
& Testing
CL Strategic
Communications
Infrastructure Embedment
IMS Archive
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Building a Customer-Centric Performance Management
System and Culture
Future
State
EMBEDMENT &
SUSTAINABILITY
Develop CLI & Financial
Simulators
Brainstorm, Test, Launch, Monitor
Begin To Align Infrastructure
IMS Statistical Linkage
New Measurement
Framework
BSC/KPI/Dashboard
Determine Accountabilities
Qualitative Research
Conduct Loyalty Segmentation
Establish CL Goals
Research Audit
Cause-Effect Modeling
Conduct Priority Workshops
IMS Architecture Design
Calibrate
Scorecard Metrics
Begin CL Communications
Create Embedment Plan
Current
State
Readiness Assessment
TIME
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measure
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Integrated Measurement System
A
Total
Relationship
B
Brand, Product, Price,
Communication, Repair,
Customer Service, etc.
C
Event Satisfaction
D
Internal Metrics:
processes, practices, and culture
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Sets the strategic CL priorities for
the brand and provides direction
for resource allocation.
Provides specific, actionable
information for improving and/or
innovating the high priority customer
touchpoints.
Provides continuous “real time”
customer feedback on touchpoint
performance.
Monitors the leading indicators for
touchpoint performance.
Causal research
CL Research
Model
model
Building an Organizational Competency:
Measure, Model, Manage
Measure
Descriptive research
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model
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CustomerSymmetry®
Causal pathways
Cognitive
Attitudinal
Experience Points
(examples)
Behavioral
Emotional
overall
experience satisfaction
& value
in-store
experience
compliance
expansion
Rational
motivation
products
repurchase
relationship
management
technical
support
personality
Experience
points
Brand
essence
feelings
images
advocacy
Loyalty
choice
preference
repair
Emotional
motivation
contact
center
consideration
awareness
information
sources
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deepen
relationship
salience
under
standing
image
appeal
personality
appeal
social
approval
Identification
internalization
trust
emotional
attachment
establish
relationship
model
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Strategic Analysis and Interpretation
The analysis of the data and interpretation of the model focuses on
uncovering high impact strategic information and tactical direction to
strengthen customer loyalty for optimal market and financial results.
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Examples of Key Business Questions
Competitive Strength
In terms of CLI, how strong are our brands relative to the competition?
Motivational Levers
Do current brand strategies reflect the relative weight of emotional
motivation and rational motivation?
Priorities
Is the influence of the TPs on CL similar across brands? Are brands
effectively addressing the critical TPs?
Global Brand Positioning
Are there common denominators of BE for brands? Are these potential
points of differentiation?
Repair vs. Product
Quality
Is it better to minimize product problems or effectively correct them after
they occur? Is the net effect of repair performance a plus or minus
today?
Social Responsibility
What are customers’ SR expectations of the brand?
Product Leadership
In which product categories do our brands exhibit competitive strength?
Do some categories appear to pose a bigger challenge in terms of
creating CL?
Loyalty Segmentation
Who are the most/least loyal customers? What are they worth? Can
customers be segmented by loyalty drivers? Which loyalty segments to
target? What changes are needed to make the targets more loyal?
Sales Inoculation
What types of experiences might inoculate loyal customers from sales
pressures at the POP?
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Examples of Key Business Questions (cont)
Multidimensional Loyalty
In general, are there different levers for influencing the different loyalty
behaviors?
Brand Influence on Channel
To what extent does CL and its antecedents (EM, RM, BE and TP
performance) influence loyalty to the store/retailer? Are buyers of our brands
more store loyal?
Channel Influence on Brand
Does CL vary by channel of acquisition? Do the influences on CL vary by
channel? Does the purchase/sales experience shape future usage and
ownership perceptions that drive CL?
TP Interdependencies
Are there causal relationships among the touchpoints? Is there a temporal
order? Do some TP’s support other TP’s? Are some TP’s more
generic/higher level?
Total Product Effect
What is the net effect of “product” as a subtle influence on many aspects of
loyalty?
Defection Analysis
What is the role of the TPs in creating lost customers? What is the role of the
TPs in helping to move customers up the Vulnerability Group ladder?
Platform Vs. Value-Add
Which TPs and attributes represent “minimum requirements” and which
afford the opportunity to add value and create competitive advantage? How
“good” is “good enough”?
Universal Needs
Are there “universal needs” across segments that the brands can use to
create broader appeal?
Value Brand Migration
What levers, appeals, positioning might be used to up-sell “value brand”
customers and keep them at the higher price point?
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Measure & Model
Provide a common viewpoint and language
within the client organization.
INTEGRATED MEASUREMENT SYSTEMS
Rational
motivation
A
Total
Relationship
B
Brand, Product, Price,
Communication, Repair,
Customer Service, etc.
Touchpoint
experiences
Brand
essence
C
Event Satisfaction
D
Internal Metrics:
processes, practices, and culture
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Emotional
motivation
Loyalty
manage
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From Awareness to Internalization
High
COMMITMENT
Internalization
Institutionalization
Adoption
Positive Perception
Understanding
Low
Awareness
TIME
Awareness
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CL Management
Internalization
manage
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Tools, Processes and Practices to Accelerate Change
Readiness Assessments
Migration Path Planning
CL Goal Setting
CL Simulators
CL Strategy and Planning
Workshops
CL Initiative Development &
Acrobat Document
Testing
CL Strategic Communications
Infrastructure Embedment
IMS Archive
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Business
Planning
and
Execution
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Building an Organizational Competency:
Measure, Model, Manage
MAXIMUM IMPACT
CL research
model
MARGINAL IMPACT
• Causal research
• Early stages of CL
competency & culture
measure
MINIMAL IMPACT
•Descriptive research
•Early stages of CL
competency & culture
•Causal research
•Mature stages of CL
competency & culture
•Robust decision-support
tools
MARGINAL IMPACT
•Descriptive research
•Mature stages of CL
competency & culture
•Many important decisionsupport tools for management
not available due to
limitations of research
awareness
internalization
CL manage
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Why Synovate Symmetrics
CL Thought Partner
Cause & Effect
Rational & Emotional
Motivation
Alignment
Linkages & Impact
Acceleration
• Our focus and deep experience in the customer
loyalty field means tailoring your Measure, Model,
Manage CL system to meet your unique needs.
• Makes explicit the cause and effect assumptions
from organizational actions to customer loyalty
behaviors.
• Addresses not only the traditional rational
motivations of customer loyalty, but applies science
to the emotional motivations as well.
• The frameworks and models are explicitly aligned
to the company’s market strategy. The Integrated
Measurement System facilitates alignment &
cascading of strategy to departmental objectives
and process metrics.
• Dynamic simulators show potential impact on
market and financial results for “what if” scenario
planning.
• Proven frameworks and models move the company
faster up the learning curve and the change
management curve to build and strengthen an
organizational competency in customer loyalty
strategic asset management.
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Contact details
Panicos Christopoulos
General Manager
Alina Socolov
Senior Research Executive
20th Siriului St.
Bucharest
Romania
Tel: +21 20 80 101
Fax: +21 20 80 100
Email: panicos.christopoulos@synovate.com
Email: alina.socolov@synovate.com
Synovate Symmetrics