customer journey based vo c
DESCRIPTION
How to build a customer journey based Voice of the Customer based feedback program.TRANSCRIPT
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Building a Customer Journey Based VoC Program
David Jackson CEO
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About Clicktools
CRM
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Background
• VoC is part of our business
• Extensive Salesforce user
• Customer experience is a strategic priority
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Establish design principles
• Be a positive experience for customers
• Provide a continuing customer perspective for decisions
• Reduce churn
• Minimise administrative effort
• Embody best practices
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The context
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Design scope
Survey content Deployment
Reporting
Actions
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Map customer journey
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Design template
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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
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Basic process design
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Create survey architecture
Hidden questions - Survey type - CRM ids - Context
Event specific questions
Core questions
Differential exit text
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Common questions
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Email invitation
On-boarding survey
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Survey
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Build deployment mechanisms
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Don’t forget social
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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
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Integration
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Integration
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Feedback into action
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Feedback into action
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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
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Reporting
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Reporting
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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
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Reporting • Top 2 box, Spot & 3 month rolling average
• Event specific
• Journey comparison
• Key driver analysis
• Response rate (by survey)
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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
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Results
• CXi mean score 9.45/10
• NPSTM 54
NPS is a registered trademark of Satmetrix, Bain & Co and Fred Reichheld
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Connecting feedback and action
• User experience
• Online support
• Retained customer
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Continued development
• Complete deployment automation
• Comment to Twitter
• Extend program
• In-app feedback
• Tweet to case
• Linkage analysis
• CXi:CLV
• Segmented results
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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
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Thank you Questions?