cem + crm: a winning formula for customer-centric companies · 2020-05-01 · voice of...

CEM + CRM: A Winning Formula for Customer-Centric Companies

Eric Hansen • TK • TK • Medallia

Medallia © Copyright 2017. 2

Salesforce Events Trigger

Surveys

#1 – We Support Numerous Workflows

Enterprise Sample Management

Role-Based Views & Permissions

Closed-Loop Workflows

Native Text Analytics

Sales cloud

Service cloud

Marketing cloud

Analytics cloud


#2 – Several Different Integration Options Available

Real-time integrations via API interfaces

View Medallia Dashboards using

VisualForce

Exchange data via file-based

transfers

Medallia App on the Salesforce AppExchange

Medallia © Copyright 2017.

#3 - Medallia Salesforce Community

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Catherine BrasseSuntrust

Eric HansenMedallia

Jessica BuffensteinAlign

Scott SmithMedallia

Jennie LeCocqCambria

YOU!


SunTrust BankMedallia–Salesforce.com Integration

Catherine BrasseEnterprise Insights & Client Experience


Voice of Client–Salesforce integration

BUSINESS CASE

A primary objective in our Wholesale Voice of Client evolution was theintegration of client feedback into Salesforce.com in order to…

• Provide convenient & easy access to feedback

• Enable 360◦ visibility of the client relationship and perceptions

• Make available to all teammates involved in serving our clients

…delivering Medallia as a Sales Enablement tool to our teammates to strengthen and deepen relationships with our clients.

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Salesforce data is used to trigger surveys

Client relationship and event details are leveraged to trigger

surveys to client contacts

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Single sign-on access from email notifications

Teammates receive real-time email notifications when surveys have been completed

Link in survey email notification takes the teammate directly into the Survey Detail view in Medallia

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Link from Medallia directly to Account view

Survey Detail includes link back to the Salesforce Account/Contact views

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Link from Salesforce to view Survey Detail

Client Feedback (Medallia) tab alongside other tools in Salesforce

View Survey link takes teammate directly into Client Feedback tab, Survey Detail

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Integration associated with improved client perceptions

2015 Q1 Q2 Q3 Q4 2016

Relationship Manager Experience

+3%

SunTrust realized a 3-6% increase in Top Box key survey metrics within the first two years

“The most important element of our Voice of Client program is the ability to take action on

the feedback. Having client feedback integrated with

Salesforce enables that action to take place naturally.”

Amanda HarrisFirst Vice President,

Wholesale Client Experience

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Medallia © Copyright 2017. © 2017 Align Technology, Inc. All rights reserved. Confidential

Jessica Buffenstein | Senior VoC Manager• Responsible for VoC and Medallia @ Align

• World traveler

• Braces victim

Medallia © Copyright 2017. 13© 2017 Align Technology, Inc. All rights reserved. Confidential

Align Technology-The Leader in Clear Aligner Orthodontics

100+106K+

4M+ Countries

Doctors

Patients


Customer Touch Points

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© 2017 Align Technology, Inc. All rights reserved. Confidential

14© 2017 Align Technology, Inc. All rights reserved. Confidential


Customer Touch Points


Change in Approach to Get Better Results

Market research approach was not helping us reach our goals

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Our VoC Program

Objectives Mechanism

Empower employeesand hold them accountable

Relationship and Transactional surveys

Understand customers

Use insight to improve the experience

Provide front-line a direct measure of their impacton customer experience

• Customized based on role and filtered for their team

Close loop with dissatisfied customers• Automated emails to relevant first level manager

Identify root causes


SFDC Integration

Customer Support Survey Relationship Survey

(data mart)


Highlighted Results


Engaged frontline

Enhanced reporting

Real-time alert routing

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Focused continuous improvement


20 Years of experience in relationship management, process improvement and Customer Experience

Jennie LeCocq

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou


Medallia-Salesforce Goals

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• Who is Cambria?

• Build a Customer Experience Program

• Leverage use of Salesforce by Cambria Call Center representatives


How Did We Do This?

• Partnerships

• Assess use of SF.com

• Closed Loop Process

• Don’t forget about Promoters!

Is there anything else you would like to share with us?

Beautiful quartz! I can’t thank you enough for the cheeseboard. Do you have any suggestions on the type of backsplash that would look good with the Bradshaw in my kitchen?


Benefits

• Customer Care

• Reporting

• Program Goals


Outcomes

• Voice of the Customer

• “The Green Man”

• Engagement

– Partnership

– Sales pilot


Thank You

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cem + crm: a winning formula for customer-centric companies · 2020-05-01 · voice of...

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