3 CX Best Practices to Keep Your Customers Coming Back © Primary Intelligence, Inc. 2015

Connie Schlosberg Digital Marketing Specialist Primary Intelligence

Housekeeping This session will be available on our website All phone lines are muted Please ask questions using the Chat function #CXBestPractices

Carolyn Galvin Director of Industry Insights Primary Intelligence

Today’s Agenda Brief Overview of Primary Intelligence What is Customer Experience? 3 CX Best Practices  CX Case Studies Conclusions & Recommendations Q&A

Ken Allred CEO & Founder

We analyze more than 3,000 deals and customer engagements annually We evaluate more than $20 billion worth of purchase decisions annually We manage 568 customer experience and win loss programs We support more than 6,000 CX, sales, marketing, product, & CI leaders globally We work with 6 of the Fortune 20

What is Customer Experience Analysis?

Focus on benefits customers receive

Goal is to retain and grow future business

Highlights value

Customer Experience Best Practices

#1Be holistic Customer Experience Best Practices Use client feedback to Guide strategy Determine new markets Improve your products Provide better support Enable better sales training

Case Study: Financial Services Company Launched detailed feedback review sessions between sales management & account teams Reviewed feedback on product, sales, & support Initiated personal outreach to all unhappy customers Set up plan for continued ongoing outreach to all customers Key Learning Customers generally had a great experience But they complained about: Employee turnover Lack of proactive informational updates Identified and have worked to correct root cause issues for problem areas Prevented key customers from defecting Maintained high overall CX scores Utilize CX holistically throughout entire organization Problem Solution Result

#1Be holistic Keep everyone on the same page #2Be cross-functional Customer Experience Best Practices

Case Study: Technology Company Formed cross-functional teams to look for opportunities and make necessary changes Focus on follow-up with mid-level managers/directors 90% renewal rate No product expansion or growth in accounts Multiple & inconsistent points of contact with clients Saw dramatically higher CX scores from mid-level managers and directors Used feedback to improve effectiveness of product Expanded into different functional/department areas Problem Solution Result Key Learning Ensure internal resources are working collaboratively to address CX issues

#1Be holistic #2Be cross-functional #3Be vocal Tell everyone about CX efforts Customer Experience Best Practices

Key Learning Broadcast CX efforts internally, consistently and comprehensively Case Study: Software Company Scheduled series of recorded results presentations with consistent messages about CX results Included targeted information pertaining to each group (Executives, Sales, Marketing, etc.) Consistently excellent CX scores However, issues with: Channel confusion Licensing complexity Perception: More time spent with new customers Entire company is focused and excited about CX efforts Every employee sees how their actions impact customers and company’s bottom line Problem Solution Result

Conclusions & Recommendations Use CX Analysis holistically, not just on a department level Develop cross-functional teams to ensure everyone stays on the “same page” Promote and communicate CX efforts throughout your organization Determine customers’ current state of loyalty, looking for barriers and promoters of value Participate in State of Customer Experience Survey!

MORE INFORMATION Participate in 2015 State of Customer Experience Industry Insights at Primary Intelligence Industry Insights Mailing List Primary Intelligence

Questions?

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