Why smart companies integrate feedback and crm
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WHY SMART COMPANIES INTEGRATE
FEEDBACK AND CRM
David JacksonCEO
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THANKS TO STEVE AND THE TEAM AT
ENGAGE CUSTOMER FOR MAKING THIS POSSIBLE
THANK YOU
#vocmeetscrm
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Why is CX a smart strategy?
What is a winning CX?
How do we deliver it?
What’s the purpose of feedback?
Why does smart demand integration?
How do I integrate feedback and CRM?
AGENDA
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To deliver the financial benefits of a winning customer experience
WHY?
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Why is CX a smart strategy?
#vocmeetscrm
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SMART BECAUSE CUSTOMERS ACT ON CX
#vocmeetscrm
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SMART BECAUSE IT PAYS
#vocmeetscrm
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SMART BECAUSE IT PAYS
Additional purchases
Churn reduction Word of mouth Total impact
Hotels $495 $825 $44 $1,364
Wireless service providers $788 $450 $60 $1,297
Airlines $481 $44 $65 $590
Insurance providers $225 $203 $24 $452
Credit card providers $213 $83 $12 $307
Banks $150 $90 $12 $252
Investment firms $75 $15 $3 $93
Consumer electronics manufacturers $75 $8 $10 $92
TV service providers $56 $23 $8 $87
Health plans (medical insurers) $0 $4 $66 $70
Internet service providers $0 $32 $6 $38
Retailers $15 $14 $2 $31
Source: Forrester Research
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MIND THE C-SUITE GAP!
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WHAT IS A WINNING CX?
Meets a need
Personalized
Easy
Value for money
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WHAT CUSTOMERS WANT
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HOW DO WE DELIVER IT?
#vocmeetscrm
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WHAT’S THE PURPOSE OF FEEDBACK?
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PARTICIPATION AND LOYALTY
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H:H L:LL:H H:L
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RICHNESS OF FEEDBACK
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Reduce costs
Increase VoC acceptance/adoption
Enable personalization
Improve insights
Support culture change
WHY SMART COMPANIES INTEGRATE FEEDBACK AND CRM
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Where CRM is the master data record and vehicle for:
• Managing participation
• Automated deployment
• Holding & sharing feedback results
• Providing regular, role-relevant reporting
• Triggering and tracking closed-loop actions
• Linking feedback and other customer data
• Predictive customer analytics
SMART INTEGRATION
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WHAT IT LOOKS LIKE
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REDUCE COSTS
#vocmeetscrm
Automate participation and deployment
Automate on-going reporting
Automate calls to action
Reduce platform costs
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Feedback is:
• visible in a familiar system
• in context of the customer
• role-relevant
IMPROVE VoC ADOPTION
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Individual interactions
Segmented campaigns
Context rich surveys
ENABLE PERSONALIZATION
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FEEDBACK AND PERSONALIZATION
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Make everyone a customer expert at every interaction
THE GOAL
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IMPACT OF VISIBILITY
“The entire PBBI organization is now in a proactive versus reactive mode. Everyone is thinking about the customer first. Clicktools helped us create an overall cultural shift when it comes to customer experience.”
Marilyn OttoPitney Bowes (Software)
Smart companies integrate feedback and CRM
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CRM IS EFFECTIVE IN DELIVERING A WINNING CX
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WELL SAID
“We want to design integrated customer experiences using data as the thread that weaves everything together.”
CMO NZ company
Smart companies integrate feedback and CRM
Source: IBM Global C Suite Study
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SIX ‘HOW’ QUESTIONS
QUESTION DELIVERABLE
What are the key touch points on the customer journey?
Feedback architecture
What matters most to the customer at each touch point?
Designed experience
What feedback do we need to understand customer perception of performance?
Feedback content
Who needs to know what to do what? Reporting and closed loop action design
What data structures and workflow do we need? Technical implementation spec
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THANK YOUwww.clicktools.com
Twitter: @clicktools @tweetdavej