Siemens Corporation is a U.S. subsidiary of Siemens AG, a global technology powerhouse that has stood for engineering excellence, innovation, quality, and reliability for more than 165 years. Each division within Siemens constantly looks for ways to increase efficiencies and grow its customer base.
The company places a high importance on Net Promoter Score® and has implemented Confirmit Horizons to run a comprehensive Voice of the Customer program that has pushed NPS to unprecedented levels for the organization. Today, the program spans five different divisions of the organization, and the company has implemented Confirmit Genius to provide text analytics that delivers new levels of insight into the customer experience.
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Rapid Expansion of Voice of the Customer
When Siemens first implemented the Confirmit Horizons platform in 2010 it was using the solution to complete four surveys, including one relationship survey, based on NPS and three transactional surveys.
Today, the process has expanded greatly and now distributes approximately 25 VoC touchpoint surveys, spanning five different divisions of the organization. In the U.S. alone Siemens sends approximately 35,000 invitations each year to customers asking that they complete the relationship survey.
Siemens is focused on providing an exceptional and unified experience to all of its customers, regardless of location, and Confirmit helps to ensure customer feedback is captured, analyzed, and addressed quickly. After capturing the data, Siemens analyzes it to determine not only if the customer story aligns and validates with itself, but also if it can tie into historic customer responses so the team can identify specific trends in behavior and experiences.
Additionally, Siemens uses the information to create customer case studies or buyer/customer profiles. Specifically, the organization has annual management meetings where they bring in high-profile customers and share some of their comments from the surveys. Siemens has found that the customers are open and willing to share feedback candidly as they know it will foster change in processes that will ultimately benefit them.
Confirmit’s technical services team helped the organization build a strong foundation on the platform that they were able to easily replicate in new divisions and locations.
Since working with Confirmit, Siemens has been able to drastically improve its NPS. When Siemens Building Technologies first started using Horizons, its NPS was in the low 30s, and since implementing Confirmit’s solution it has increased to over 50. The scope of the program has also grown every year, both in terms of the number of people the company surveys as well as the number of responses.
Each division has a different strategy for capturing feedback from customers after transactional interactions. For example, Building Technologies has three additional surveys accounting for 39,000 invitations used to gather specific feedback about service visits, projects and product orders. Currently, Siemens achieves response rates of 15 to 30 percent, depending on the survey. In a world of declining response rates, this is testament to both the strength of the customer relationship, and the engaging nature of the surveys.