Quality Plan (PQP) and influences the quality of future products.
Method
Client Segment*
Frequency
Conference participation
CC, FC, PC CC, FC, PC CC, FC, PC CC, FC, PC CC, FC, PC CC, FC, PC CC, FC, PC CC, FC, PC CC, FC, PC
Ongoing Ongoing Ongoing Ongoing Ongoing Ongoing Ongoing Ongoing Annual
• Target potential leads • Nurture relationships through interaction • Identify & develop business opportunities
Lead Generation & Qualification
Event attendance
Webinars
Face to face meetings
• Scope meeting with client • Project Launch Analysis (PLA)
Pre-Project
Phone calls
• Stakeholder meetings • Scope alignment • Develop and confirm high level schedule and plan
Project Kick-off
Mailings Website
• Develop detailed plans • Complete deliverables • Stakeholder meetings
IPM industry summits
Execute Project
PPE
CC
End of Project
Published articles & books
CC, FC, PC
Ongoing Ongoing Ongoing Ongoing
• Upload documents/files • Confirm customer satisfaction • Lessons learned • Project Performance Evaluation (PPE)
Post-sales insights
CC, PC
IPM Learning
Pardot
CC, FC, PC, CoC CC, FC, PC, CoC
Social media
Figure 3.1-2 Listening through the Customer Life Cycle 3.1a(2) Potential Customers
Figure 3.1-1 Listening and Communication Methods In terms of marketing segments, a small variation in listening methods exists. For instance, IPM holds summits for Life Sciences and Healthcare but not for Consumer or Industrial, as our client base and targets are smaller in the latter two segments. IPM utilizes Deltek, a web-based technology, as a repository for the information gathered through listening to current and potential customers. The main objectives in gathering feedback include the following: • Understand the client’s perspective regarding interaction with IPM. • Determine what the IPM experience means to the client, including the value added and sustainability of results. • Identify improvement opportunities for our service offerings, service delivery, and client support. • Create opportunities to stay connected, build relationships, and cultivate loyalty. • Understand client service needs and how clients solve their business problems. Additionally, IPM uses social media—primarily Twitter, LinkedIn, and Glassdoor—to listen to customers through both their interaction with our profiles and the various information they disseminate. IPM listens to customers during the entirety of the customer life cycle (Figure 3.1-2) , allowing us to customize the client experience and maximize their satisfaction. Having regular one-on-ones with sponsors (our key stakeholders) provides immediate feedback from customers regarding the quality of our support. It also builds lasting customer relationships that are key to the business, as highlighted by high customer retention (Figures 7.2-1) and satisfaction. Actionable feedback for individual projects is recorded in the Project Kellogg project One-time * CC-Current Client, FC-Former Client, PC-Potential Client, CoC- Competitor Client CC, FC
We document our interactions with potential clients at each stage of the Business Development (BD) Life Cycle (AOS) to determine client needs and tailor our service offerings to address them. Individual employees are assigned ownership of prospective clients to contact and create a dialogue; these communications events keep us abreast of the needs of potential customers. In addition to using social media to listen to all categories of customers, in 2015 IPM initiated the first of several Google AdWords campaigns to improve our listening to potential customers. From search terms and user engagement, we obtain actionable information on the services and solutions our prospective buyers are seeking. The data from AdWords are reviewed at the end of each campaign and on a quarterly and annual basis as part of our marketing analytics roll-up. The roll-up was introduced in 2014 to provide additional insight into some of the needs and problems of our prospective clients. It was updated in 2016 and again in 2017 and now includes a free-text field on the Opportunities page in Deltek to capture why potential engagements were won or lost, as described in 3.1a(1) . 3.1b Determination of Customer Satisfaction & Engagement 3.1b(1) Satisfaction, Dissatisfaction, and Engagement Because our product offerings are the same regardless of market segment, IPM’s processes to determine customer satisfaction, dissatisfaction, and engagement are conducted consistently across IPM’s customer groups, as their needs in terms of our service are not markedly different. This standardized approach is validated by the consistently positive feedback we receive across all our market segments through the post-engagement Project Performance Evaluation (PPE). During an engagement, the PQP ensures that client requirements are known and can be met and exceeded. Additionally, the Account Manager (AM) and assigned PMC
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