Bob Caruso: J.D.Power

J.D. Power is a global leader in consumer insights, advisory services, and data and analytics.  The organization is a pioneer in the use of big data, artificial intelligence (AI), and algorithmic modeling capabilities to understand consumer behavior. Leading businesses across major industries use J.D. Power to guide their customer-facing strategies.

The Challenge

I had a significant set of challenges to overcome. I was chartered with spearheading the development of proprietary VOC proficiency methods and toolkit, which were to be introduced to the marketplace. I was also accountable for the development of a robust marketing program for the newest offerings at J.D. Power. In addition to bringing to life new technologies within the business, I was also responsible for developing an accompanying internal culture change program.

My Role

Executive Director

Recruited specifically to direct the development and implementation of a strategically important Voice of the Customer (VOC) program that was designed to transform the organization internally while also developing new market-facing products and services.

The Work
  • I led the development of a complete offering set (point of view, accompanying thought leadership writings, consulting methodology, deliverables, pricing templates, sales support materials, etc.) that reflected the tenets of customer satisfaction determined through four decades of research by the organization.
  • The remit was challenging; take all the learnings of the firm described in a recently published book, “Satisfaction: How Every Great Company Listens to the Voice of the Customer,” and develop an offering of products and services to the marketplace. 
  • As part of the process, it was imperative to enroll all members of the leadership team across the global firm in embracing the concepts.
The Outcome

Within 18 months of launch, the new program was piloted and generated incremental revenue of over $3 million with an upward trajectory that exceeded $10 million in the following years. 

Interestingly, I was contacted by the Veterans Business Administration (VBA) to provide customer service training and the opportunity to introduce our VOC model to the Veterans Affairs (VA). After doing a fast-paced assessment on the state of the veteran experience, my team and I went to Washington D.C. to meet with VBA leaders and describe our findings and recommendations. Within hours of the briefing, I was engaged to build a Voice of the Veteran program that dramatically impacts service to our veterans to this day. As a veteran myself, I couldn’t be prouder of the work my team did on this important program. An additional result of this work was the birth of a new federal government practice at J.D. Power.

Voice of the Customer Proficiency Model

The VBA was under fire from Congress and veterans organizations for poor service. The opportunity to make a tangible difference in veterans’ lives was incredibly meaningful and my team’s outstanding work in developing the Voice of the Veteran program made us all proud to serve.

––Bob Caruso, Executive Director