The Pursuit of Objectivity

Tim Pickard

CMO

The problem

Virtually every company around

the world deals with the voice

channel poorly, regardless of spend

The result is reduced sales and lost

customers, who then share their

bad experiences with the world

Improving Customer Experience is

now the number 1 priority for

CEO’s across the world in 2012*

*Gartner CEO Report

Voice is still the channel

80%+ of UK/US consumers

select voice as their

preferred channel for

communications with

businesses AVAYA/BT CONSUMER

RESEARCH 2011

70% of online consumers

had phoned a call

centre over the

previous eight weeks

AVAYA/BT CONSUMER

RESEARCH 2011

80%-90% of global consumers

prefer to use the phone

as the way to resolve

problems with an

organisation AMEX GLOBAL CUSTOMER

SERVICE BAROMETER 2010

48% of consumers call contact

centres to seek advice

after they’ve looked things

up online or tried serving

themselves AVAYA/BT CONSUMER RESEARCH

2011

Between

80% of EMEA consumers

prefer to use the

phone to interact

with customer

service centres

FORRESTER - CONSUMER

PREFERENCE REPORT 2011

60% of UK consumers were

dissatisfied with their

phone interaction with

a customer service

centre.

GENESYS GLOBAL SURVEY 2009

80% of all inbound traffic in

UK & US call centres

CONTACTBABEL TRENDS IN

MULTI-CHANNEL CONTACT 2012

70% of US consumers used the

phone as a means of

accessing customer

support over the last 12

months FORRESTER - HOW TO CREATE A

SOCIAL CUSTOMER SERVICE

STRATEGY 2010

Phone traffic represents

Our mission

We enable our customers to

radically improve the Customer

Experience they deliver, quickly,

simply & cost effectively

We do this wrapping the world’s

only true cloud contact centre

around the exploding amounts of

Cloud based customer data

• Company

– ContactWorld platform launched

2006

– Customer retention rate 97% since

launch, 100% in 2011

• Company Structure

– UK based sales, marketing, service

delivery and development teams

– Trust Site - Performance, availability,

security are in our operational DNA

• Customer base

– 140+ customers

– 300 Call centres in 14 countries

– 5,000+ Agents

– 100m minutes billed in FY’2011

NewVoiceMedia Quick Facts

Customer engagement – Present

Customer Service Maximise customer enquiries, minimise cost

Sales Field sales, customer engagement

Marketing Brand and outbound demand generation

• More informed

• Greater choice

• Individual power

What we needed

Forecast

• Accelerating business with

low levels of prospect

engagement

• Increased resource focused

on marketing, particularly to

drive inbound inquiries

• Telemarketing team

investment

• Process and infrastructure

required to drive activity

levels, track performance

and measure results

Marketing Background

Commercially in Confidence

Strong Positioning and Content

• Why should customers engage with

NewVoiceMedia

• How will they engage

– White papers

– Webinars

– Success stories

– Analyst material/

endorsement

– Web

– Tradeshows

– Datasheets

– Pricing

Commercially in Confidence

What we needed

• Outbound eMail marketing tool that would:

– Track metrics

– Responses

– Activity

• Give insights to lead behaviour from email, web,

webinars

• Track customer journey

• Allow analysis of key activities and marketing pieces

• Prioritise and focus on ‘hot’ leads

• Understand the value of interactions with the

customer over time

Commercially in Confidence

How we did it

NEW Qual.

Opp/Mtg Won

Campaigns

Nurture

Qual. Out

MKTO List

MKTO Email

Inbound/ Campaign

Convert

Lost/Cancelled/ Qualified Out

P’ner/Self. Gen

2 days

14 days

14 days (if P’ner)

NEW

TM Opportunity

Lead Source

Lead Status

Legend:

14 days

14 day

s

Sales Ready

The lead generation process

Lead Scoring

Action Points Action Points Action Points Action Points

JobTitlecontains: Industryis: VisitsKeyWebPage: Seatsis:

Salesforce +5 Retail +10 Pricing +25 Under5 -25

CRM +5 Insurance +10 Trust +10 5-10 0

CallCentre +5 LossAdjustors +10 Product +5 11-24 +25

ContactCentre +5 Finance +10 Blog +5 25-49 +35

Customer +5 OutsourcedCallCentre +10 Customers +5 Over50 +50

Support +5 BusinessServces +10 7+Pages +30 NatureofCallCentreis:

Service +5 ProfessionalServices +10 Webinar(ADDPERPROGRAM) AllInbound +25

Services +5 IT +10 Registers +10 MainlyInbound +20

Chief +5 Travel +10 Attends +50 50/50 +15

Operations +5 Government +10 WatchesReplay +50 MainlyOutbound +10

IT +5 PublicServices +10 InCloud +5 AllOutbound +5

BusinessDevelopment +5 Fire -25 ProjectTimescaleis:

Student -25 Police -25 Events(ADDPERPROGRAM) Within3months +50

Research -25 Ambulance -25 VisitsShow +10 3-6mths +25

Job -25 Coastguard -25 VisitsStand +25 6-12mths 0

Consultant -25 Sizeis: SeesPresentation +25 12+mths -15

Recruitment -25 Under10Employees -25 "SalesHot" +100 CRMis:

SocialMedia -25 Email Salesforce +10

Chat -25 ClicksLink +10 LeadSourceis:

Clicks"Sales"Link +25 InboundCall +100

WebInterest Web +10

RequestsDemo +100 ExternalEmail +10

RequestsQuote +100 Other:

DownloadsCaseStudy +40 Budgetinplace +10

DownloadsWhitepaper +40 DecisionMaker +25

DownloadsDatasheet +40 DecisionInfluencer +10

Demographic Firmographic Behaviour

When

Demographic,FirmographicandBeh

aviourcombined

score>100,leadispassedto

Tele-M

arketingforQualification

IfLeadisQualified,theadditionalpointsfromleadqualityen

ableSalesprioritisation

LeadQuality

ProjectTimescaleaddedforwebinars

Commercially in Confidence

Visibility

Reporting is the key to Objectivity

Commercially in Confidence

NEW Qual.

Opp/Mtg Won

Campaigns

Nurture

Qual. Out

MKTO List

MKTO Email

Inbound/ Campaign

Convert

Lost/Cancelled/ Qualified Out

P’ner/Self. Gen

2 days

14 days

14 days (if P’ner)

NEW

TM Opportunity

Lead Source

Lead Status

Legend:

14 days

14 day

s

Sales Ready

The lead generation process

Visibility: • Volume • Value –Mkto • Value - £ • Re-engaged • Campaign/Me

ssage

Visibility: • Timing • Conversion Ratios • Activity • £ sales accepted • £ Closed

Objective Visibility - eMail

• Visibility

– Mailed

– Bounced

– Opened

– Clicked

– Test and compare different templates

• Web Traffic

– Which emails drive most traffic to web site (use

Google URL Builder)

Marketo Performance Reports

Lead Source

Number of leads entered into

Marketo.

Base level of new leads added

from any source.

Email Performance

Email activity data.

Customer vs. Prospect emails

and results

Web Landing Page

Views and conversion stats for

key landing pages.

Which pages contribute the

most new leads?

Objective Visibility - Web

• Visibility

– Which pages and content did customers engage with most often, before becoming customers e.g. pricing,

trust?

– Identify prospects showing interest in these pages

– Prioritise follow up for these prospects

– Covered by lead scoring, setting up alerts for lead owners and creating dedicated campaigns for TM follow

up.

Objective Visibility – Telemarketing

• Visibility

– Interesting moments e.g. trade show, webinar web/email activity

– Detailed web pages visited

– Score

– Emails sent/opened

– Provides TM team with strong background pre-call

Objective Visibility – Customer Journey

• Visibility

– What did customers do pre-opportunity, during the sales cycle and after they became customers?

– Which content/marketing worked and should be repeated?

– Who are the key individuals in the prospect account?

Landing Page and A/B Testing

• Landing page conversions equal

new leads or re-engaged leads

and present a new opportunity

to open dialogue with a lead or

prospect.

• Landing page content affects

conversion;

– Simple content

– Simple form

– Clear call to action

• Test, Test and Test.

Commercially in Confidence

Visibility of Activity

• Not just about Marketo!

• We monitor our tele-marketing activity throughout

the month in line with all our marketing efforts e.g.

trade show attendance, new leads, PR results, web and

email activity.

• ContactWorld for Salesforce can directly report on

the activity of agents and can cross-reference to show

our hottest leads are being contacted at the right time.

• For example – have all our leads with a score of over

200, who have visited the website in the last week,

been contacted in the last 48 hours? And if not, which

ones are they and who owns them?

• Conversion rate to sales, value, close rate

Commercially in Confidence

Results

• Ease of use:

– Time to create has gone down

– ‘Create your own’ from templates

• Identify which contacts in accounts are more active

and deserve more attention

• Returning visitors are prioritised in telemarketing

• Focus on lead score in outbound telemarketing

• Hot leads are prioritised

• Inbound call routing based on lead score and activity

• Early to give specific ROI, but we estimate 5:1

Commercially in Confidence

The Pursuit of Objectivity

Questions