Summary. In this article of the series “Give Data Purpose Weekly” I share how SAP maintains long-term customer relationships by quantifying customer satisfaction. Susanne Diehm, SAP Chief Partner Revenue Officer, former Head of Cloud & COO, and Christian Hecker, SAP Chief Data & Analytics Officer, show how they measure and monitor customer feedback.
How can SAP measure customer satisfaction?
It’s not difficult to understand the dependency between customer satisfaction and customer loyalty. When I think of my “trusted barber”, it perfectly describes the same phenomenon. Since my first visit, I haven’t been disappointed and even when I criticized anything, changes were made to suit my preferences. By now, I don’t plan to change my barber as I am a content customer. In the end, the equation is very “simple” – good results and services, cause happy customers, which in turn cause successful customer relationships.
Of course, “simple” is relative. For a global company like SAP with more than 200 Million cloud user subscribers it is not as easy as for a local barber shop, to receive direct, tangible feedback. The challenge is therefore to quantify customer satisfaction in order to be able to measure, monitor and respond to it. And since we are not the only company facing this challenge, I would like to share this as a new internal use case concerning Customer Success Management (find the first & second part of “Inside SAP“).
In order to pass on first-hand experience to you, I have asked two experts to provide insights on simple communication and fast customer support as essential factors. Therefore, Susanne Diehm, SAP Chief Partner Revenue Officer, former Head of Cloud & COO, and Christian Hecker, SAP Chief Data & Analytics Officer, share in the following video how they translated these business requirements into SAPs “Customer Health Score” which allows a quantitative evaluation of customer satisfaction.
Smooth end-to-end processes as a success factor for cloud transformation
Susanne Diehm emphasizes that the biggest goal for a cloud business is a successful long-term relationship with its customers. It is crucial to know, how customers experience frequent touch-points. Especially the move to the cloud of our customers needs to be strongly supported by SAP.
That’s why we launched in January 2021 “RISE with SAP”. It provides a simplified path by smoothly transferring your business to the cloud. However, for a successful transformation many pieces need to work smoothly together and we need to answer many questions during this process.
To answer questions about cloud compliance, data protection, or even details about system architecture very early in the transformation process, close collaboration and feedback loops are essential. Thus, to see all these customer activities at a glance, Christian Hecker introduces SAPs “Customer Health Dashboard” with the words:
“Imagine you had only 2 minutes to report which of your customers are the most unhappy and why they are not happy with us. Our employees try to address such needs of our customers all day. So, what kind of information would a perfect tool display? Ideally one single number – in our case the customer satisfaction. We call this ‘Health Score’.“
“Health Score” as measure for customer satisfaction and contributing factors
“Customer Health Dashboard” comprises all customer related activities by merging globally distributed data sources, concerning e.g.
- various customer touch-points,
- marketing activities,
- sales support service, and/ or
- consulting activities.
Thanks to the built-in machine learning capabilities of the SAP Business Technology Platform it is possible to calculate that one crucial number – the “Customer Health Score”. To receive detailed information about a low score and potential route causes, it is possible to drill down and monitor several factors. In respond, the intelligent tool recommends potential reasons for the decrease in the customer satisfaction. Thanks to this, target-oriented processes can be immediately initiated.
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