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CASE STUDY

Turning VOC Data into CX Training for 10k Employees

  • Voice of Customer Research & Data Analysis

  • Comprehensive Training Program Development 

  • Multichannel Global Implementation & Expansion

 

 

 

Client Overview

WEIR Minerals - A global industrial manufacturing company providing equipment and services to the mining and minerals processing industries, with operations spanning the United States, APAC, Africa, and LATAM regions.

The Challenge

WEIR Minerals recognized the need to create a customer-centric culture across their entire global organization—not just customer-facing roles. With thousands of employees worldwide, they faced:

Key Pain Points: 

  • Inconsistent customer experience delivery across departments and regions

  • Limited understanding of customer value drivers among non-customer-facing employees

  • Lack of a systematic approach to customer relationship management across all roles

  • Need for cultural transformation that would scale across diverse global operations

  • Absence of data-driven insights about actual customer expectations and experiences

 

Our Strategic Solution

Comprehensive Voice of Customer Research Foundation

Joy Youell, our Lead Consultant on AI and SEO, began with extensive voice of customer research and survey data collection across WEIR's client base to ensure the training program would be built on real customer insights rather than assumptions.

"Totally Loving Customers" (TLC) Program Development

Based on the research findings, we developed a comprehensive employee training program designed to create customer-centric mindset and behaviors across all departments, roles, and geographic locations.

Multichannel Global Implementation Strategy

The program was designed for scalable deployment across diverse global operations, utilizing multiple channels and recognition systems to ensure sustained adoption and cultural transformation.

 

Key Deliverables

Extensive Voice of Customer Research & Analysis

  • Comprehensive client base surveys and data collection

  • Customer value driver identification and analysis

  • Customer expectation mapping across different touchpoints and regions

  • Research synthesis into actionable insights for training development

"Totally Loving Customers" (TLC) Training Program Development

  • Complete curriculum development based on VOC data

  • Training modules designed for all departments and roles, not just customer-facing positions

  • Customer-centric culture transformation framework

  • Role-specific training materials and resources

Multichannel Global Implementation & Deployment

  • U.S. pilot program launch and optimization

  • Newsletter campaign development and deployment

  • Webinar series creation and delivery

  • Digital collateral and resource library development

  • Employee recognition programs and culture reinforcement systems

Global Expansion & Cultural Transformation

  • Program adaptation for APAC, Africa, and LATAM markets

  • Regional customization while maintaining core program integrity

  • Global rollout coordination and change management

  • Ongoing program optimization and cultural measurement
 

The Impact

The training program fundamentally transformed WEIR Minerals' organizational culture and customer relationship approach:

  • 10,000+ Employees Trained: Successful global deployment across all regions and departments

  • Cultural Transformation: Fundamental shift to customer-centric mindset across entire organization

  • Global Scale Achievement: Program successfully expanded from U.S. to APAC, Africa, and LATAM operations

  • Cross-Department Alignment: All departments now equipped with customer insights, not just customer-facing roles

  • Data-Driven Foundation: Training built on actual customer feedback and expectations rather than assumptions

  • Sustained Engagement: Multichannel approach and recognition programs ensuring ongoing cultural reinforcement

  • Scalable Framework: Established system for continued customer-centric culture development worldwide
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