3 CX Best Practices to Keep Your

Customers Coming Back

© Primary Intelligence, Inc. 2015

Connie

SchlosbergDigital Marketing

Specialist

Primary Intelligence

Housekeeping

• This session will be available on our

website• All phone lines are muted• Please ask questions using the Chat

function

• #CXBestPractices

Carolyn GalvinDirector of Industry

Insights

Primary Intelligence

Today’s Agenda

• Brief Overview of Primary

Intelligence• What is Customer Experience?• 3 CX Best Practices

CX Case Studies

• Conclusions &

Recommendations• Q&A

Ken AllredCEO & Founder

We analyze more than 3,000 deals and customer engagements annually

We evaluate more than $20 billion worth of purchase decisions annually

We manage 568 customer experience and win loss programs

We support more than 6,000 CX, sales, marketing, product, & CI leaders globally

We work with 6 of the Fortune 20

What is CustomerExperience Analysis?

Focus on benefits customers receive

Goal is to retain and grow future business

Highlights value

Customer ExperienceBest Practices

#1 Be holistic

Customer Experience Best Practices

Use client feedback to• Guide strategy• Determine new markets• Improve your products• Provide better support• Enable better sales training

Case Study: Financial Services Company

• Launched detailed feedback review sessions between sales management & account teams

• Reviewed feedback on product, sales, & support

• Initiated personal outreach to all unhappy customers

• Set up plan for continued ongoing outreach to all customers

Key Learning

• Customers generally had a great experience

• But they complained about:

• Employee turnover

• Lack of proactive informational updates

• Identified and have worked to correct root cause issues for problem areas

• Prevented key customers from defecting

• Maintained high overall CX scores

Utilize CX holistically throughout entire organization

Problem Solution Result

#1 Be holistic

Keep everyone on the same page

#2 Be cross-functional

Customer Experience Best Practices

Case Study: Technology Company

• Formed cross-functional teams to look for opportunities and make necessary changes

• Focus on follow-up with mid-level managers/directors

• 90% renewal rate

• No product expansion or growth in accounts

• Multiple & inconsistent points of contact with clients

• Saw dramatically higher CX scores from mid-level managers and directors

• Used feedback to improve effectiveness of product

• Expanded into different functional/department areas

Problem Solution Result

Key LearningEnsure internal resources

are working collaboratively to address CX issues

#1 Be holistic

#2 Be cross-functional

#3 Be vocalTell everyone about CX efforts

Customer Experience Best Practices

Key LearningBroadcast CX efforts

internally, consistently and comprehensively

Case Study: Software Company

• Scheduled series of recorded results presentations with consistent messages about CX results

• Included targeted information pertaining to each group (Executives, Sales, Marketing, etc.)

• Consistently excellent CX scores

• However, issues with:

• Channel confusion

• Licensing complexity

• Perception: More time spent with new customers

• Entire company is focused and excited about CX efforts

• Every employee sees how their actions impact customers and company’s bottom line

Problem Solution Result

Conclusions & Recommendations

• Use CX Analysis holistically, not just on a department level

• Develop cross-functional teams to ensure everyone stays on the “same page”

• Promote and communicate CX efforts throughout your organization

• Determine customers’ current state of loyalty, looking for barriers and promoters of value

• Participate in State of Customer Experience Survey!

MORE INFORMATION

• Participate in 2015 State of Customer Experience

http://bit.ly/1fCYh0a

• Industry Insights at Primary Intelligencehttp://bit.ly/1QG2uLB

• Industry Insights Mailing Listhttp://bit.ly/1Mj3VhD

• Primary Intelligencehttp://www.primary-intel.com/

Questions?

Connect with us!

linkedin.com/company/primary-intelligence

@PrimaryIntel primary-intel.com/blog

Thank you!