Why smart companies integrate feedback and crm

WHY SMART COMPANIES INTEGRATE

FEEDBACK AND CRM

David JacksonCEO

THANKS TO STEVE AND THE TEAM AT

ENGAGE CUSTOMER FOR MAKING THIS POSSIBLE

THANK YOU

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Why is CX a smart strategy?

What is a winning CX?

How do we deliver it?

What’s the purpose of feedback?

Why does smart demand integration?

How do I integrate feedback and CRM?

AGENDA

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To deliver the financial benefits of a winning customer experience

WHY?

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Why is CX a smart strategy?

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SMART BECAUSE CUSTOMERS ACT ON CX

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SMART BECAUSE IT PAYS

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SMART BECAUSE IT PAYS

Additional purchases

Churn reduction Word of mouth Total impact

Hotels $495 $825 $44 $1,364

Wireless service providers $788 $450 $60 $1,297

Airlines $481 $44 $65 $590

Insurance providers $225 $203 $24 $452

Credit card providers $213 $83 $12 $307

Banks $150 $90 $12 $252

Investment firms $75 $15 $3 $93

Consumer electronics manufacturers $75 $8 $10 $92

TV service providers $56 $23 $8 $87

Health plans (medical insurers) $0 $4 $66 $70

Internet service providers $0 $32 $6 $38

Retailers $15 $14 $2 $31

Source: Forrester Research

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MIND THE C-SUITE GAP!

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WHAT IS A WINNING CX?

Meets a need

Personalized

Easy

Value for money

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WHAT CUSTOMERS WANT

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HOW DO WE DELIVER IT?

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WHAT’S THE PURPOSE OF FEEDBACK?

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PARTICIPATION AND LOYALTY

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H:H L:LL:H H:L

RICHNESS OF FEEDBACK

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Reduce costs

Increase VoC acceptance/adoption

Enable personalization

Improve insights

Support culture change

WHY SMART COMPANIES INTEGRATE FEEDBACK AND CRM

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Where CRM is the master data record and vehicle for:

• Managing participation

• Automated deployment

• Holding & sharing feedback results

• Providing regular, role-relevant reporting

• Triggering and tracking closed-loop actions

• Linking feedback and other customer data

• Predictive customer analytics

SMART INTEGRATION

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WHAT IT LOOKS LIKE

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REDUCE COSTS

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Automate participation and deployment

Automate on-going reporting

Automate calls to action

Reduce platform costs

Feedback is:

• visible in a familiar system

• in context of the customer

• role-relevant

IMPROVE VoC ADOPTION

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Individual interactions

Segmented campaigns

Context rich surveys

ENABLE PERSONALIZATION

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FEEDBACK AND PERSONALIZATION

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Make everyone a customer expert at every interaction

THE GOAL

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IMPACT OF VISIBILITY

“The entire PBBI organization is now in a proactive versus reactive mode. Everyone is thinking about the customer first. Clicktools helped us create an overall cultural shift when it comes to customer experience.”

Marilyn OttoPitney Bowes (Software)

Smart companies integrate feedback and CRM

CRM IS EFFECTIVE IN DELIVERING A WINNING CX

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WELL SAID

“We want to design integrated customer experiences using data as the thread that weaves everything together.”

CMO NZ company

Smart companies integrate feedback and CRM

Source: IBM Global C Suite Study

SIX ‘HOW’ QUESTIONS

QUESTION DELIVERABLE

What are the key touch points on the customer journey?

Feedback architecture

What matters most to the customer at each touch point?

Designed experience

What feedback do we need to understand customer perception of performance?

Feedback content

Who needs to know what to do what? Reporting and closed loop action design

What data structures and workflow do we need? Technical implementation spec

THANK YOUwww.clicktools.com

Twitter: @clicktools @tweetdavej