Ensure the correct value perception of your product or service Push your offering’s relevance and importance, over and above that of your competitors Evaluate how your company currently creates and delivers value

1. This presentation is brought to you by: Missed this session? Visit Business Process Excellence for Financial Services Online for your chance to question our speaker and hear them present again

2. Understanding Customer Perception of Your Product/Service to Improve the Way You Measure and Manage Customer Satisfaction ( Emotional Incident Methodology) Darin Phillips - VP of Customer Experience

4. Principles Who knows what is most important to customers? Your company’s Executives Your company’s Sales team Marketing R&D Call Center Store Clerks HR Customers

6. Principles What affects “importance”? Price Brand Quality Convenience Visibility Packaging HR Experience

8. Principles How do you know what is important? Focus Groups Surveys Mystery Shopper Sales Data Online Traffic Eyeball Tracking Anthropologists Subjects tell you what they think you want to hear Quants The past predicts the future if nothing changes

30. This presentation is brought to you by: Missed this session? Visit Business Process Excellence for Financial Services Online for your chance to question our speaker and hear them present again