3 CX Best Practices to Keep Your Customers Coming Back © Primary Intelligence, Inc. 2015.
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Transcript of 3 CX Best Practices to Keep Your Customers Coming Back © Primary Intelligence, Inc. 2015.
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!