The C3C Evaluator

Evaluating Customer Centricity

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ease answer all questions and choose all relevant responses to the multiple choice answers.

1 is currently responsible for understanding your customers, consumers, clients?(tick all that apply)

Market Research & Insight Marketing & Sales Public Relations department Call Center personnel Customer services personnel Everyone in the company Other No one

2Who represents the customer at board / executive level in your company? (one answer only)

Chief Executive Officer Chief Marketing Officer Chief Customer Officer Chief Sales Officer Chief Information Officer Chief Financial Officer Other None of the above

3On what basis is the company Vision built? (tick all that apply)

Sales trends and growth Board of Directors’ wishes To maximize Shareholder value Customer understanding Societal trends Operational expertise Other

4From where do you currently gather information in order to better understand the customer and his / her needs / desires? (tick all that apply)

Market Research Customer services, care centers / lines Events, promotions, sponsorships Demonstrations, sampling Employees Internet, social media Other

5Which of the following information do you have for the target customer of each of the brands / services you offer? (tick all that apply)

Demographic and lifestyle information Consumption / usage information Shopping habits Media usage Motivations Attitudes and preferences Values None of the above

6What information, if any, do you integrate from multiple sources for a holistic view of the customer? (one answer only)

We don’t integrate information from different sources to develop understanding and insight, each market research study provides its own Understanding and insight is developed by integrating information from many different market research studies, but only for major projects Understanding and insight is developed by integrating information from many different market research studies for all projects Understanding & insight is developed by integrating information from many different market research studies, together with that from care centers, CRM and other direct customer connections, but only for major projects Understanding and insight is developed by integrating information from many different market research studies, together with that from care centers, CRM and other direct customer connections, for all projects

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For questions with a sliding scale please move the bubble to the appropriate position on the scale. You can place it on an answer, between two answers if both are relevant, or between two answers but positioned more towards the more relevant answer of the two, if they are both relevant, but one more so than the other.

7Have you run a customer segmentation model in the last two to three years, to help you identify the target customer for each of your brands / services? (Use the slider on the left to answer the question)

No We have run a segmentation for our major brands / services but it is not really used internally We have run a segmentation for our major brands / services and it is used by some of the brands / services We have run a segmentation for our major brands / services and it is an integral part of defining their target customers We have run a segmentation for our major brands / services and it is an integral part of defining their target customers and those of their major competitors

8Do you know who and what influences the behavior of your target customers and their image of each of your brands / services? (tick all that apply)

No Advertising Promotions Their friends and family Sponsorships & events Their experience with it Press and web articles Other

9Do you know how much your target customer of each brand / service you offer is potentially worth to you? (Use the slider on the left to answer the question)

No We know what he / she spends on the category We know how much he / she spends on the category, as well as on our brands / services We know how much he / she spends on the category, as well as how much he / she is likely to spend over his / her lifetime We know how much he / she spends on the category, our brand / service, as well as how much he / she is likely to spend over his / her lifetime

10Do you know who are the major competitors of each of your brands / services? (Use the slider on the left to answer the question)

No, we don't know the names of the major brands in the category We know the other major brands in the category, but we don’t know which ones are the major competitors of each of our brands / services We know which brands / services compete with us, but don’t have any information on their customers We know which brands / services compete with us and have some information on each (demographics, consumption / usage) We know which brands / services compete with us and have detailed information on each (demographics, consumption, shopping, media, motivations, attitudes, values)

11Does each of your brands / services have one major insight on which it is based? (Use the slider on the left to answer the question)

No It is developed by the Insight team based on one piece of specific market research It is developed by the Insight team from multiple studies and information sources It is developed in collaboration with all relevant departments, from multiple studies and information sources It is developed in collaboration with all relevant departments, from multiple studies and information sources, and is based on Maslow’s pyramid of human needs

12Do you have a standard, company-wide process for generating insights? (Use the slider on the left to answer the question)

No Only Market Research and / or Insight groups are trained in developing insights All departments are trained in developing insights Insight development is an integral part of the culture of the company and everyone participates in both the training and development of insights Insight development is an integral part of the culture of the company, everyone participates in their training and development, and are incentivized for their success in the marketplace

You need to answer every question to proceed

For questions with a sliding scale please move the bubble to the appropriate position on the scale. You can place it on an answer, between two answers if both are relevant, or between two answers but positioned more towards the more relevant answer of the two, if they are both relevant, but one more so than the other.

13Do you have a process for turning insights into action and if so who manages it? (Use the slider on the left to answer the question)

No The Market Research and / or Insight groups manage it All relevant departments are involved in insight development but only sales and marketing work on their activation All relevant departments are involved in both insight development and their activation Insight development and activation is seen as needing specific skills that are recognized and hired for within the company

14On what customer information is your strategy built? (one answer only)

The strategy is based on sales trends The strategy is based on sales trends and forecasts The strategy is based on sales trends, forecasts and societal trends The strategy is based on sales trends, forecasts, societal trends and our own future scenarios The strategy is based on sales trends, forecasts, societal trends, future scenarios and identified trigger points

15Does your business plan have a section detailing the target customer for each brand / service you offer? (one answer only)

No For just our major brands / services, but it contains all customer information mentioned in question 3 above For just our major brands / services, but it contains only a part of the customer information mentioned in question 3 above For all brands / services, but it contains only a part of the customer information mentioned in question 3 above For all brands / services, and it contains all customer information mentioned in question 3 above

16Does your business plan include information on current relevant societal trends? (Use the slider on the left to answer the question)

No We choose the most relevant trends for each brand / service and category We choose the most relevant trends for each brand / service and category, selected from a standard set that is used company-wide We choose the most relevant trends for each brand / service and category, selected from a standard set that is used company-wide, and then build plausible scenarios for the brand / service and / or category We choose the most relevant trends for each brand / service and category, selected from a standard set that is used company-wide, build plausible scenarios for the brand / service and / or category, and identify trigger points for risk and opportunity identification

17Do you regularly test your products / service concepts with customers, to measure their opinion of them? (Use the slider on the left to answer the question)

No We test our brands / services whenever we need to know customers’ opinion of them We test our major brands / services annually We test only our major brands / services and their major competitors at least annually We test ALL our brands / services and their major competitors at least annually

18How is the communication strategy for each brand / service defined? (one answer only)

Our communications strategy is defined to attract everyone Our communication strategy is defined to attract a wide range of customers for each brand / service Our communication strategy is defined to appeal to a specific target group for each brand / service Our communication strategy is designed to appeal to a wide range of customers in certain media and the specific target for each brand / service in other media Our communication strategy is designed to appeal to a specific target group and the media are chosen to reflect their usage / consumption habits

You need to answer every question to proceed

For questions with a sliding scale please move the bubble to the appropriate position on the scale. You can place it on an answer, between two answers if both are relevant, or between two answers but positioned more towards the more relevant answer of the two, if they are both relevant, but one more so than the other.

19Do you know what your brand / service stands for in the eyes of your customer, in terms of image and brand equity? (Use the slider on the left to answer the question)

No Every market runs a brand image study for major brands / services, using statements that are relevant for each brand/ service & market Every market runs a brand image study for ALL brands / services, using statements that are relevant for each brand / service & market Every market runs a brand image study for major brands / services, using a company agreed set of core statements that are the same across all markets Every market runs a brand image study for all brands / services, using a company agreed set of core statements that are the same across all markets

20On what is the price of your brand / product / service based? (one answer only)

The price we think we can get for it Cost of production Cost of production plus the same percentage margin for all brands / services Cost of production plus a different percentage margin per category / brand / service Customer perceived value of the brand / service

21How do you innovate new products and services? (tick all that apply)

We develop the most technical / scientific products / services possible, based on our own internal skills and experience We develop the most technical / scientific products / services possible, based on relevant external skills and experience We test our product / service concepts in market research We ask our customers what they want and then deliver it We listen to customer problems and desires to see how we can respond to them, even if the customer did not precisely ask for the product / service

22Who is involved in innovation projects? (tick all that apply)

Only specific departments only, like R&D, Market Research, Insights, Marketing and Sales, depending upon the project All other departments are also involved as appropriate on innovation projects Current brand / service customers are also invited to participate Customers from adjacent or other relevant categories are invited to participate

23How would you describe the majority of your innovations? (one answer only)

They are small changes, more like renovations of current products / services They are small changes, but add additional sensorial stimuli They are medium changes, more like small innovations of current products / services They are small changes, more like small innovations of current products / services, but add additional sensorial stimuli They are major changes, new ideas that have never been launched before They are major changes, new ideas that have never been launched before and which stimulate many of the customers’ senses

24Do you have best practices for your major types of market research and if so how frequently are they reviewed / updated? (Use the slider on the left to answer the question)

No Few countries and businesses follow them, probably because they have not been updated in over five years Few countries and businesses follow them, but they are regularly reviewed for relevance and needed improvements All countries and businesses follow them but they have not been updated in more than five years All countries and businesses follow them and they are regularly reviewed for relevance and needed improvements

You need to answer every question to proceed

For questions with a sliding scale please move the bubble to the appropriate position on the scale. You can place it on an answer, between two answers if both are relevant, or between two answers but positioned more towards the more relevant answer of the two, if they are both relevant, but one more so than the other.

25What interactions are employees encouraged to make with customers on a regular basis? (tick all that apply)

None To watch market research interviews To listen to care center calls To follow conversations and dialogue with customers on appropriate websites and social media platforms To accompany customers / shoppers when interacting with your brand / service (shopping, cooking, consuming, using, ordering) Employees are encouraged / measured on their interactions with customers, but no objectives are set on type or frequency Employees objectives are set on / measured on interactions with customers, and objectives are set on type and / or frequency in their performance metrics

26How do you review your customer centric actions and improve them? (one answer only)

Employees are encouraged to provide regular feedback on the customers’ perspectives from their connections or personal experiences It is everyone’s responsibility to take the customers’ perspective in everything they do and to share ideas openly with others We review our actions and improve them whenever they are found lacking We believe we are customer centric and therefore rarely need to review our actions or make improvements

27What metrics do you use to measure company performance? (tick all that apply)

Sales Margin Market share Distribution Image and Equity Marketing expenditure Communications performance Product / service performance Other

28Does your executive board have access to KPIs and if so in what format? (Use the slider on the left to answer the question)

No Weekly / monthly written status report Weekly / Monthly KPIs report Weekly / Monthly KPI one-page dashboard Weekly / Monthly KPI dashboard with written commentary

29Do you have a knowledge database and if so, what does it contain? (Use the slider on the left to answer the question)

No Summaries of market research findings Summaries of market research findings and the understanding developed from integrating the knowledge from multiple studies Summaries of the understanding and insight developed from combining understanding from market research and other sources of knowledge such as care centers, CRM and promotional activities Summaries of the understanding and insight developed from combining understanding from market research and other sources of knowledge such as care centers, CRM activities, advertising and product / service performance, launch metrics

30Do you have a system for defining and documenting market research projects and for storing their results, and if so to whom is it accessible? (Use the slider on the left to answer the question)

No It is only accessible and used by the market research / insight groups It is accessible to market research and insight groups, as well as to the marketing / sales departments, but they only consult it for information on project status It is accessible to market research and insight groups, as well as to all other departments but they only consult it for information on project status It is accessible to market research and insight groups, as well as to all other departments and is actively consulted for understanding and insight development

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