A Diamond is a Customer’s Best Friend

By: Clarabridge Team

July 14, 2015

Tags:
CEM Programs
customer experience

VMware and RSA Insurance took home the top recognition at C3, our annual customer experience event. Winners of the Clarabridge Customer Experience Champion (CXC) Diamond award, their CX programs demonstrate vision, strategy, execution, and results.

How do they provide a leading enterprise-wide customer experience program? VMware focuses on making bold and confident customer-orientated decisions. RSA has put the customer at the heart of business strategy. The results speak for themselves:

VMware: 90% reduction in pricing policy-related customer comments.

VMware is striving to be increasingly customer-centric. From innovative listening, to process changes to product usability, they are taking every opportunity to build strategies that make the biggest difference for their most important asset – their customers. By capturing the voice of their customers, partners and employees through surveys, interviews, workshops and social media, they are empowering regional leaders to engage with their customer base and enact real change. They have seen positive results across the organization. Within 6 weeks of receiving critical feedback about a global pricing change, their CEO reversed the policy, announcing the decision at their company conference to a standing ovation of 20,000 customers. This even inspired a Wall Street Journal article about ‘bold’ customer oriented decisions. Between 2013 and 2014, they’ve seen a 90% reduction in price-related customer comments.

RSA Insurance: Increased Net Promoter Score by more than 36 Points

RSA is a major international general insurer, with the customer at the heart of business strategy, culture, and priorities. Their Customer Experience program focuses on robust insight, executive sponsorship, flagship projects, effective measurement, ROI, and people engagement. By giving their employees direct access to customer feedback, the entire RSA team is empowered to improve the customer experience. As a result, transactional NPS has improved by +36 points in 23 months. At the same time, cross-sales have improved by 125%.

RSA Insurance and VMware excel at capturing how customers feel about their experiences and acting on the feedback received. By responding to customer expectation, wants, and needs, these two CX leaders are paving the way in holistic enterprise-wide customer experience excellence.


Serina Aswani is Manager of Content Marketing and EMEA Marketing at Clarabridge. As part of her responsibilities, Serina serves as the voice of Clarabridge’s customers, highlighting customer stories and sharing proven best practices for implementing successful Customer Experience Management programs. Serina also oversees content marketing strategy and PR for the Europe, Middle East, and Africa (EMEA) region. She is responsible for establishing Clarabridge’s position as an industry thought leader across EMEA. Serina holds a M.S. in Commerce, specializing in Marketing and Management, as well as a B.A in French and Studio Arts, from the University of Virginia. Read more from Serina on Twitter at @SerinaAswani

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