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
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
REGISTER FOR EVENTS:levelup.sunshinecoast.qld.gov.au/events
PLEASE SUPPORT OUR PROGRAM PARTNERS
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