customer journey based vo c

Building a Customer Journey Based VoC Program

David Jackson CEO

About Clicktools

CRM

Background

•  VoC is part of our business

•  Extensive Salesforce user

•  Customer experience is a strategic priority

Establish design principles

•  Be a positive experience for customers

•  Provide a continuing customer perspective for decisions

•  Reduce churn

•  Minimise administrative effort

•  Embody best practices

The context

Design scope

Survey content Deployment

Reporting

Actions

Map customer journey

Design template

Determine survey suite

See Try Buy Use Event X X X Training X X Win/Loss X X On-boarding X X Project X Closed case X Relationship X Website X X X X

Basic process design

Create survey architecture

Hidden questions - Survey type - CRM ids - Context

Event specific questions

Core questions

Differential exit text

Common questions

Email invitation

On-boarding survey

Survey

Build deployment mechanisms

Don’t forget social

Deployment

CRM Workflow Clicktools Event Report: Campaign participants

Training Report: Training entitlement

Win/Loss Opportunity Status = Closed

On-boarding Daily: Report Oppy= Won+60d Record Type = New Biz

Project Currently manual - awaiting PSA rollout

Closed case Case Status = Closed

Relationship Daily: Report Oppy=Won+180d

Website User driven

Integration

Integration

Feedback into action

Feedback into action

Feedback into action

Trigger Action

Event O/all sat < 6 Email Mktg Team

CRM activity created

Training Trng will help me use CT < 6 Email Training

CRM activity created

Win/Loss Understand needs OR easy to

do business with < 6 (Email Sales Ops Mgr)

On-boarding Up and running < 8 Email Acct Team

CRM activity created

Project Any factor < 6 Email Delivery Mgr (PSA activity created)

Closed case Issue resolved satisfactorily < 6 Email Support Mgr Case re-opened

R/ship / Product O/all sat < 6

Product Functionality < 6 Email Acct Team / Prod Mgr

CRM activity created

Web site TBD

Reporting

Reporting

Design reporting

•  Who needs to know what to do what?

•  Use demographic data to segment reports

•  Automate report preparation

•  Provide role relevant results

•  Recognise that feedback is part of your MI architecture

Reporting •  Top 2 box, Spot & 3 month rolling average

•  Event specific

•  Journey comparison

•  Key driver analysis

•  Response rate (by survey)

How we use the results •  Follow-up individual customer feedback

•  Customer at risk reporting

•  Identify process improvements

•  Contribute to product roadmap

•  Exec dashboard

•  Recognise great experiences: coach weaknesses

Results

•  CXi mean score 9.45/10

•  NPSTM 54

NPS is a registered trademark of Satmetrix, Bain & Co and Fred Reichheld

Connecting feedback and action

•  User experience

•  Online support

•  Retained customer

Continued development

•  Complete deployment automation

•  Comment to Twitter

•  Extend program

•  In-app feedback

•  Tweet to case

•  Linkage analysis

•  CXi:CLV

•  Segmented results

Key lessons

• Outside-in: journey, not process based

• What matters to customers

• Extensive automation to free up time for action and insight

• Leadership support makes a difference

• Have a vision but progress step-by-step

NATURAL AND REINFORCING PART OF OUR CULTURE

Thank you Questions?