How food packaging giant Tetra Pak combines X- and O-Data
Look around your kitchen and you’re likely to find at least one bit of Tetra Pak packaging. The company’s patented cartons are up there with soda cans in terms of instant recognition. That ubiquity has turned the humble product into a bit of an icon - so much so that the company’s most-popular carton design was included in a 2011 exhibition at the London Science Museum: Hidden Heroes – The Genius of Everyday Things.
As the world’s leading food packaging company, though, there’s a lot more to Tetra Pak than just cartons. From packaging design to machinery, the organization is gathering data from a vast number of customers, use cases and regions.
To stay ahead of the pack, the company is utilizing X-Data gathered on Qualtrics systems and O-Data stored on SAP systems to better understand its customers.
- O-Data: Operational data are things like sales data, finance data, HR data, tangible records of tangible activities. O-Data tells you what happened.
- X-Data: The human factor data — the beliefs, emotions and sentiments of your customers and employees. X-Data tells you why it’s happening.
“We have 1,000s of staff using X- and O-Data as part of their daily routine,” says Laura Monari, CX Manager at Tetra Pak. “Whether it’s frontline staff closing the loop with dissatisfied customers, or head office analyzing NPS alongside revenue. It’s making us smarter as an organization.”
So what’s happening behind the scenes at Tetra Pak? Here are 5 ways the two types of data are coming together:
Asking the right people, the right questions, at the right time
As any research professional will tell you, the quality of your data goes up when you ask for feedback from customers when they’re still “in the moment” and only include survey questions relevant to them.
Tetra Pak uses O-Data gathered on SAP systems to trigger surveys at certain points in a customer’s journey, and includes questions matched to the customer’s profile.
For example, once a maintenance technician completes their work, O-Data systems tell Qualtrics to send the customer survey, tailored to the services they received and their customer history. This means Tetra Pak don’t ask for information they should already have - e.g. what kind of maintenance work was conducted - or that’s irrelevant to the customer, like asking about other products the customer doesn’t have.
As Laura puts it, “This enables Tetra Pak to get real-time and accurate feedback, and identify the moments that matter most to our customers."
Understanding more about their happy and unhappy customers
What do French clients with a total value of $10m+ think of maintenance work on their Tetra Pak machinery? Well, Tetra Pak can find out, by filtering a vast amount of X-Data by dozens of O-Data segments.
And it can go the other way, too. For example, Tetra Pak is now able to discover what Tetra Pak’s happiest customers have in common, enabling them to make changes at an operational level to drive up overall satisfaction.
Making sure customer satisfaction and business KPIs correlate
When Tetra Pak conducts maintenance work for customers, it doesn’t just review Performance After Maintenance – it looks at NPS as well to understand how customers rated the work and how likely they are to renew or recommend.
On the flipside, higher NPS that doesn’t correlate with improved renewal rates suggests something is up. And it might indicate that investment in making customers happier isn’t having the desired effect on the bottom line.
Realizing what matters most to customers
For years Tetra Pak thought the most important thing about their packaging design work was lead time – i.e. getting products to customers quickly.
“By looking at transactional NPS alongside Delivery Time, we were surprised to see little correlation,” explains Laura. “Instead, we realised quality was of much higher importance to customers. As a result, we now look at Right First Time as our key O-Data metric, not Delivery Time.”
Closing the loop with dissatisfied customers
It can be daunting for frontline staff to go into a meeting or call with an unhappy customer - especially when they only have a small amount of information. And there’s nothing a customer hates more than giving bad feedback, then feeling as though the company they’re working with doesn’t understand them or know their history.
By combining X- and O-Data, Tetra Pak solves for this problem and empowers its frontline teams to have more constructive conversations with dissatisfied customers.
“Whenever a customer submits bad feedback to Tetra Pak, frontline staff are immediately delivered a raft of X- and O-Data to turn the situation around,” says Laura. From details about the event and product, to analysis of open-text comments, frontline staff get a clear idea of what happened and how they can resolve the issue.
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