Eric Kintz, VP Global Marketing Strategy & Excellence with HP lead the final keynote session of the day.
Eric started off his keynote by plugging the primary theme again, the customer is the focus. It doesn't matter if you're B2C or B2B, it's the customer. HP has millions of interactions with customers every day and every second. HP sells three printers every second. That's a lot of customer interaction. They have to get it right with each of those customers and with each of those interactions.
To drive customer centricity at HP they are focusing on:
- Integrating the customer into driving business
- Measure and manage what matters to the customer
- Inspire employees to drive customer centricity
HP developed their performance chain. First off they had to gather metrics and tie customer centricity to profitability. Customer experience builds customer loyalty, which builds sales. Next up, operations looks to improve efficiencies in processes that matter to customers. The final piece is the employees. The goal is to have employees focus their attitudes and actions towards the customer.
HP measures and manages what matters to the customer. Technical support is a major customer touch-point. They want to make sure that when you call support that your problem is fixed and done so quickly.
Internally, HP has been focusing on customer experience training. Teaching their staff how the customer thinks. Another initiative is the 'Voice of the Customer'. With this program, any HP staff member can log a complaint/issue for a customer.
HP is also fortunate to be a B2C and B2B provider. They can often take a B2B customer (and their employees) and turn them into B2C customers. That's a powerful thing. Moving forward with B2B they want to market one account at a time. It means knowing the customer.
One new project is Change Artists, it is a portion of the HP web site that allows CEOs and CIOs to discuss issues surrounding technology. The discussion is about problems and solutions and not HP products. By hosting this conversation HP is learning what their customers want.
