WEBINAR 9: CUSTOMER EXPERIENCE SYSTEMS

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The Level Up program is a Sunshine Coast Council funded program aimed at helping small and medium businesses connect to the NBN where available, and fully utilise digital tools, innovation principles and business solutions to enable them to improve their productivity, profitability and ability to compete

nationally and internationally, where desired.

SUNSHINE COAST:IT’S TIME TO LEVEL UP!

● Born and raised in NZ ● Travelled for most of my 20s, wound up

on the Sunshine Coast 2004● Two children - aged 10 and 13● Started 6 businesses, sold 2, run 3 now● Asked to speak by Google● Have my own online show about young ● Chair of Knowledge & Professional

Services Taskforce● Chair of Australian Institute of Company

Directors Sunshine Coast Committee

YVETTE ADAMS

Gartner defines customer experience management (CEM) as “the practice of designing and reacting to customer interactions to meet or exceed customer

expectations and, thus, increase customer satisfaction, loyalty and advocacy.” It is a strategy that requires process

change and many technologies to accomplish.

WHAT IS CUSTOMER EXPERIENCE?

THE CUSTOMER LIFECYCLE

SO HOW DO WE GET THEM FURTHER

AROUND THE CYCLE?

THROUGH A BETTER CUSTOMER EXPERIENCE!

A business must be customer-centric in order to survive and grow (and technology can help).

Consider how using technology could help you improve your customer experience such as how might customers find it easier to:

○ communicate with you○ buy from you○ receive a good service?○ find information○ Get their questions answered

WORK SMARTER, NOT HARDER

Consider the commercial cost in time, lost

customers or disgruntled customers of not putting

some focus on this!

1. Analyse - current customer journeys, communication methods, response times, phone recordings, email responses etc.

2. Seek Feedback - from staff and customers3. Design the Ideal Customer Experience - Be customer centric

- design from the outside in4. Collaborate - Through the re-design process - be open &

honest5. Personalise - Where possible - Products, Services, Prices,

Offers and Interactions6. Implement - Make sure you provide training7. Review - Is it working?8. Tweak - Until it is working well

THE PROCESS OF IMPROVING CUSTOMER EXPERIENCE

MAPPING YOUR CUSTOMER JOURNEY/S

TOOLS YOU COULD USE TO IMPROVE YOUR CUSTOMER EXPERIENCE

Canned response

email

A good website which answers prospects or

customers FAQs

Video conferencing - Skype, Google Chat,

Zoom

Knowledge Bases/FAQs

Real time text messaging via Skype, Google Chat, Whats App, Facebook Messenger and more

Phone - using PBX systems and more

Live chat

Chat bots

WHAT IS A CRM? CLIENT RELATIONSHIP MANAGEMENT SYSTEM

Customer relationship management (CRM) is a term that refers to practices, strategies and technologies that companies use to manage and analyze customer interactions

and data throughout the customer lifecycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth.

CRM systems are designed to compile information on customers across different channels - or points of contact between the customer and the company - which could include the company's website, telephone, live chat, direct mail, marketing materials

and social media.

CRM systems can also give customer-facing staff detailed information on customers' personal information, purchase history, buying preferences and concerns.

WHY DIFFERENT BUSINESSES MIGHT USE CRMS (OR OTHER CUSTOMER EXPERIENCE SYSTEMS)

Retail or hospitality business

may want to:● Improve their customer

service to remain competitive

● Identify VIPS and treat them as such

● Encourage repeat visitation

Business owner retiring may want to:

● Use a CRM to download their brain on customer history

● Add more value to the potential business sale price - documentation can build that value

● Ensure customers continue to experience a similar level of service/product post the exit

A startup or growing business may want to:

● Iterate their customer experience as they go

● Scale up quickly, which will require them keeping good records in a CRM, creating training resources for future hires/interns etc

● Lay the foundations for a strong business.

TEXT CHAT IN...

DO YOU CURRENTLY HAVE A CRM?

IF SO WHICH SYSTEM DO YOU USE & WHY?

SOME CRM SYSTEMS TO CHECK OUTONES WHICH WORK WELL WITH GMAIL

streak.com/ prosperworks.com/

SOME CRM SYSTEMS TO CHECK OUTONES WHICH WORK WELL WITH MICROSOFT

Dynamics 365 Outlook Customer Manager (released Dec 2016)

OTHER CRM OPTIONS: INSIGHTLY

https://www.insightly.com/

● Integration with email, G Suite, Office 365 & more

● Insightly uniquely offers CRM and Project Management in one so you can make sure you’re on top of your customer relationship at every stage.

● simply put in a contact’s email address and we’ll detect virtually every social media profile related to the email address

● Nine configurable reports for Sales Opportunities and Activities (tasks and events) and include basic graphs. Our Advanced Reports allow you to create custom, tabular reports.

● The Insightly mobile app allows you to take Insightly on the road with you wherever you go

OTHER CRM OPTIONS: SALESFORCE

https://www.salesforce.com/au/

● Claims to be the world’s #1 CRM

● Many products - depends what you are trying to do

● Historically quite ‘enterprise’ level and expensive, but now has some SME solutions starting at $28/month (Salesforce ‘Desk’)

● Free trial available

OTHER CRM OPTIONS: PIPEDRIVE

https://www.pipedrive.com/en-gb

● Very customisable● Nice interface● Easy and intuitive to use● Deals are categorised by sales

stage This feature allows your team to develop a clear understanding of your sales momentum and priorities, and refocus efforts accordingly.

● Lots of integrations with other popular softwares

● Affordable - starts at $10/user per month

OTHER CRM OPTIONS: CAPSULE

https://capsulecrm.com/

● Customise the look and feel to your branding

● Attach documents for reference● Follow your contact's social media● Tag your contacts● Expand with custom fields● Lots of integrations with other

popular softwares such as Mailchimp and Xero

● Affordable - starts at $12/user per month

OTHER CRM OPTIONS: ZOHO CRM

https://www.zoho.com/crm/

● Detailed metrics about your team's performance and your customers' life cycle.

● Sales process automation, workflows, and advanced reporting.

● Scalable as your business grows● Has Zia, the Al-powered sales

assistant for Zoho CRM● Free for up to 10 users

WHAT IS LIVE CHAT SOFTWARE?

Software which lets you interact with your website's

visitor via an instant messaging system.

Live chat provides quick answers to your prospects or

customers questions or concerns.

This can save on phone + email as it gives direct, speedy assistance, which customers

appreciate.

SOME LIVE CHAT SYSTEMS TO CHECK OUT

TYPICAL FEATURES OF LIVE CHAT SYSTEMS

Create and organize content

effectively

● Ability to see the location of the person on your website

● Ability to see what page of the website the person is on

● Canned responses ● Customise it to suit your website● Reporting - how many people did

you speak with, their level of satisfaction etc.

TEXT CHAT IN...

DO YOU CURRENTLY USE LIVE CHAT?

IF SO WHICH SYSTEM DO YOU USE & WHY?

IF YOU DON’T USE IT, WOULD LIVE CHAT BE A GOOD IDEA FOR YOUR BUSINESS?

IMPROVING CUSTOMER EXPERIENCE VIA PHONEUse online technology for your phones too such as VOIP (voice over internet protocol), caller profiling,

recording calls, dynamically display phone numbers local to your visitor even if you’re

not in that area, tracking which marketing campaigns, website pages and keywords are driving phone calls and

conversions.

SOME ONLINE CALL CENTRE SYSTEMS TO CHECK OUT

WE WENT FOR CALL TRACKING METRICS AS WE LOVED THIS FEATURE:

WHAT IT LOOKS LIKE INSIDE (AND WHAT ELSE WE LOVE)

● Ability to listen to recordings● Ability to assign

messages/recordings to other team members to respond to

● The fact it integrates with our CRM (prosperworks)

● The fact we can see the source● The fact we can see who is calling

and key info if they’re a regular

TEXT CHAT IN...

DO YOU CURRENTLY USE ONLINE PHONE SOFTWARE?

IF SO WHICH SYSTEM DO YOU USE & WHY?

IF YOU DON’T USE IT, WOULD THIS SOFTWARE BE A GOOD IDEA FOR YOUR BUSINESS?

Successful Sunshine Coast business seeking a Customer Service Manager who knows:

● Desk● Live Chat● Ring Central● Social Media Channels ● Websites

THERE’S JOBS FOR PEOPLE WHO ARE GOOD AT THIS STUFF

CASE STUDY: youi insurance

CASE STUDY: youi insurance

HOMEWORK:

IF YOU ARE NOT ALREADY USING SYSTEMS TO MANAGE CUSTOMER EXPERIENCE

RESEARCH THE SYSTEMS OUTLINED TONIGHT MORE THOROUGHLY &

EVALUATE THEIR SUITABILITY TO YOUR BUSINESS.

THIS MAY INVOLVE A DISCUSSION WITH YOUR TEAM OR OTHER BUSINESS ADVISORS. CONSIDER BUDGET, BUT

CONSIDER IMPROVED CUSTOMER EXPERIENCE AND CUSTOMER RETENTION.

QUESTIONS?

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SUPPORT:MENTORS

Book in a session with an experienced mentor and gain assistance in choosing technologies or in their implementation in your business.

SUPPORT:FACEBOOK GROUP

Ask questions, connect, collaborate

UPCOMING LEARNING OPPORTUNITIES: WEBINARS

Webinar 1 – Getting online with faster internet - 2/5/17Webinar 2 - Working more efficiently online - 9/5/17

Webinar 3 - Online Communication & Collaboration systems - 16/5/17Webinar 4 - Video conferencing - 23/5/17

Webinar 5 - Online banking & accounting - 30/5/17Webinar 6 - Online selling & marketing - 6/6/17

Webinar 7 - Online procedures & systems - 13/6/17Webinar 8 - Automations - 4/7/17

Webinar 9 - Online customer experience - 18/7/17Webinar 10 - Customer satisfaction systems - 25/7/17

Webinar 11 - Online learning, training & project management - 1/8/17Webinar 12 - Data & Analytics - 8/8/17

ALL SESSIONS FREE BUT BOOKINGS ESSENTIALREGISTER AT: https://levelup.sunshinecoast.qld.gov.au/events/

UPCOMING LEARNING OPPORTUNITIES

WORKSHOP 1 – GETTING ONLINE, WORKING ONLINE, COMMUNICATING & COLLABORATING ONLINE

26 MAY - 1230pm for 1pm start, ends 430pm

WORKSHOP 2 – BANKING, SELLING AND ACCOUNTING ONLINE20 June 2017 – 9am – 1230pm

WORKSHOP 3 – ONLINE PROCEDURES SYSTEMS, AND AUTOMATIONS13 July 2017 – 1pm – 430pm

WORKSHOP 4 – CUSTOMER EXPERIENCE & CUSTOMER SATISFACTION SYSTEMS, OPEN DATA, DATA ANALYTICS & REPORTING

15 August - 9am - 1230pm

COST $75 (SUBSIDISED) OR INCLUDED AS PART OF PROGRAM. REGISTER AT: https://levelup.sunshinecoast.qld.gov.au/events/

REGISTER FOR THE PROGRAM:levelup.sunshinecoast.qld.gov.au/register

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