medallia for b2b exp final · journey (360 degree view), ... plan to track financial impact. ......

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Medallia for B2B

5 Practices to Engage and Delight your Customers

Jennifer K. Schmitt, Solution Principal Vertical Markets


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Source: Accenture "Managing the B2B Customer Experience"

Business-to-business (B2B) companies recognize customer experience is critical to growth and a competitive differentiator. Yet, fewer than 25 percent of them excel at doing it right.


Common Challenges for B2B CX Practitioners• Lack of C-level engagement

• Score watching and gaming

• Poor response rates

• Metric focused

• Poor data

• Several teams touching the client

• Not knowing where to start


How to set your Program up for Success

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Business Goals Programmatic Goals

Engage customer in a on-going dialogue to grow the health of the business

Start with the end in mind

• Customers retain, grow and attract

• Empower employees to delight customers

• Innovate products, services and process

• Gain Market Share differentiating on CX

• Identify customers that are at risk and leverage opportunities for cross/upsell

• Real time actionable insights across the customer’s journey (360 degree view), coach and manage performance

• Know where to focus resources and investments to improve and innovate

• Align the organization around one source of truth and integrate operational and financial data


B2B Best Practice Solution


Democratize Feedback Across Your Organization

5 Practices for Success

Grow, compete and differentiate through CX

2. ActOn feedback to drive

customer value

Sales & Operations

1. Engage Customers in a

meaningful, ongoing and relevant way

Customers

3. Build high-performing teams

Coach teams, prioritize resources and asses

risk

Management

5. DriveEngagement and

adoption and assess opportunities to

Innovate products, solutions, services and

processes

Executives

4. Actionable InsightsIdentify root causes,

align VOC to company goals, manage program

health and adoption

CX Insights


Customers in a meaningful, ongoing and relevant way

#1 Engage

CustomersValue my time and act

on my feedback.

“I want to provide feedback. I hope the process is easy and

someone will act on it”

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Best Practice Sampling & InvitationsMitigate risk and provide customers with a great experience

QUICK START INVITEPrioritize your key metric

NPS/OSAT/CE METRICSGet actionable VOC data

BRANDINGReflect your brand

Mobile OptimizedEasy to provide feedback

OPTIMIZED SUBJECT LINES

Improve click-through rates

OPT-OUT MANAGEMENTAvoid customer frustrations


Best Practice Sampling & InvitationsMitigate risk and provide customers with a great experience

SMART SAMPLINGRepresentative feedback

EMAIL BLOCKINGMinimize biased feedback

SPAM AVOIDANCEBypass spam filters

REMINDERS & EXPIRATIONS

Quality, timely feedback


Leverage Customer Feedback Daily#2 Act

Sales & Account Manager

Help me sell smarter, easily close the loop with my customers and understand the overall health of

my accounts

“I will know instantly the health of my accounts and can manage my portfolio

effectively and on the go”


Leverage Customer Feedback Daily#2 Act

Operations Manager

Help me understand opportunities to improve, easily close the loop

and manage margin health of my account portfolio

“I know the key opportunities in my area to drive improved customer

experiences & operational efficiencies”


Coach Teams, Prioritize Resources and Manage Risk#3 Build High Performing Teams

“I know what accounts to pay close attention to and exactly how to coach my Team”

Management

Help me understand what is at risk, manage my portfolio of customers and coach my

team through our customer’s voice


Proven Closed-Loop WorkflowsDrive action and continuous improvement

DISTRIBUTED CLFRoute alerts to the frontline

ALERT TYPESUse alerts to drive action

ALERT WORKFLOWSManage alert options

RAPID RESPONSE TEMPLATES

Consistent, timely follow-up

CASE MANAGEMENTTrack root cause and actions

taken

ACCOUNT FOLLOW-UPSet automated notifications to

execute next steps


Closed Loop System: Mobilize Everyone• Identify common customer pain

points that matter the most

• Fix broken processes and create operational efficiencies by identifying root cause

• Identify emerging customer preferences, continuously innovate and test

• Communicate improvements back to customers (product, solution, service, process) specific


Align VOC to Company Goals and Advocate for Customers#4 Actionable Insights

CX Insights

“What is the overall health of our CX program. I know what to tell my executives to focus on and why”

Help me manage the companies CX program and share actionable insights with employees and executives that will delight

our customers.


Best In Class CapabilitiesSurface compelling insights in a frictionless way

INSIGHTS SUITEUncover impactful insights

ASK NOWTest and validate ideas

HEALTH CHECKMonitor your CX program

ORGSYNCReal-time org updates

USER MANAGEMENTManage user settings

OPERATIONAL DATATie all data together


Adoption and Engagement, Assess Opportunities to Innovate#5 Drive

Executives

“I know exactly where to focus time and resources to make the biggest impact to our employees,

customers and business”

Help me Focus the organization on top priorities that impact our

customers and strategy


Bringing it all together


ExecutivesAssess overall performance

EmployeesInnovate at Scale

ManagementManage risk & performance

Democratize Feedback Customer

Feel valued & buy moreSales & Account

ManagementSell smarter & close the loop

CX InsightsIdentify & prioritize root causes


Create One Source of the Truth

ReliableOrganization-wide

acceptance of the data

ComprehensiveFocus on experience,

coaching, training to drive business and operational

performance

ComparableAcross channel, market,

business, product, journey, team, etc.

RelevantCapture and recover at the

key moment(s) of the journey

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Key Checklist

✓Set up the right program team

✓Align a governance model for the program across the organization

✓Provide training to front-line users – especially closed-loop “soft-skills” training

✓Plan for extensive communication & reinforcement

✓Plan for evolving level of impact: early wins through transformation

✓Plan to track financial impact


Q & A

medallia for b2b exp final · journey (360 degree view), ... plan to track financial impact. ......

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