Effective Strategies for Exceptional CX Programs © 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 Research Background & Methodology Key Findings 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

State of Customer Experience Research Background Goals: Understand how organizations perform Customer Experience Analysis and use CX data Understand impact of CX programs on company results

60-question online survey In-depth telephone interviews with 43% of survey respondents Outreach timing: June – October 2015 Outreach to approximately 1,000 individuals Feedback from 54 respondents State of Customer Experience Research Methodology

Poll: Do you have a CX Program in place today?

Key Findings Embodied in Quotes

“My CEO kind of jokes that, 'I just spent a lot of money for you to tell me something I already knew.' I'm like, 'Yes, but you didn't have it—it wasn't quantitative. You didn't have a number. You knew it in your gut and you heard inklings of it, or whispers and, sometimes louder than whispers, screams of it from different places in the organization. But now you have it laid out in front of you.’ We know their pain points. We know, and we can slice it and dice it in a number of different ways. So having the data now and being able to tell a story [is incredibly helpful].” —Senior Marketing Manager, Staffing Industry Finding #1

Customer Experience Benefits Experienced

Unexpected Benefits of Customer Experience Programs Quantification of customer feedback Benefits to broader audience Benchmark against competitors Understanding data cleanliness

“Probably one of the [best practices we believe in] is being pretty open with any of the results and feedback and, really, to provide that as widely as possible within the company.” – VP, Customer Operations, Technology Industry Finding #2

Access to Customer Experience Information

SharePoint Internal website Internal groups Online portals Discovery sessions In-person discussion session Suggestions for Sharing CX Information Broadly

“Surveys to me seem so overdone. I'm not saying that they're not valuable, because they are, and I even respond to them myself because I think they are valuable. But in order for us to get a real pulse of our customers and to understand them, I'm starting on the qualitative side.” —Chief Experience Officer, Healthcare Industry Finding #3

Customer Experience Data being Collected

Customer Experience Open-Ended Feedback

Collection Methodologies Advantages and Disadvantages AdvantagesDisadvantages Online Surveys Efficient No probing Responses can be confusing, contradictory On-site Visits Shows customers you care Conversations not recorded Account teams may be defensive Phone Interviews Probing Questions Recorded Scheduling logistics Cannot read body language

“I’m embracing every possible opportunity to get in front of customers to get a better snapshot than what we historically had.” —Chief Experience Officer, Healthcare Industry Finding #4

CX Data Sentiment

CX Data Sentiment: Segmented

“In general, I think Customer Experience is hard. When you have a traditional marketing organization and they just want to do surveys, it’s almost like they’re afraid to talk to customers and they don’t have a relationship with customers.” —Chief Experience Officer, Healthcare Industry Finding #5

Annual Customer Retention Rate Improvements

“In general, I think Customer Experience is hard. When you have a traditional marketing organization and they just want to do surveys, it’s almost like they’re afraid to talk to customers and they don’t have a relationship with customers.” —Chief Experience Officer, Healthcare Industry Finding #5 (cont.)

Conclusions & Recommendations Get support from senior executives Engage employees Institute closed feedback loops Create repeatable processes for fast follow up Consider debriefing/discovery sessions Implement customer journey mapping Take incremental steps Don’t get “hung up” on numbers

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

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