Effective Strategies for Exceptional CX

Programs

© Primary Intelligence, Inc. 2015

Connie Schlosberg

Digital Marketing SpecialistPrimary 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 InsightsPrimary Intelligence

Today’s Agenda• Brief Overview of

Primary Intelligence• Research Background

& Methodology• Key Findings• Conclusions &

Recommendations• Q&A

Ken AllredCEO & 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 FindingsEmbodied 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

Other

Improved industry experience

Improved marketing

Improved pricing strategy

Improved upsell/cross-sales process

Improved product innovation

Improved product management

Increased customer retention rates

Improved customer communications

Improved responsiveness

Identified best practices

Improved customer service/support

Improved understanding of cust needs

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

10%

21%

28%

28%

30%

33%

35%

35%

58%

63%

65%

70%

86%

n = 43

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

Other

Marketing

Product management

Executive management

Account Manager(s)

Sales management/leadership

Sales support/enablement

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

28%

74%

60%

81%

65%

79%

49%

n = 43

• 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

0%10%20%30%40%50%60%70%80%90%

100%

0% 2%

95%

2%

n = 43

Customer Experience Open-Ended Feedback

Other

We gather open-ended feedback via an electronic survey

We gather open-ended feedback via a phone call

We gather open-ended feedback via an in-person visit

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

2%

85%

59%

49%

n = 41

Collection Methodologies Advantages and Disadvantages

Advantages DisadvantagesOnline 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

I'm not sure if I have enough Customer Experience data

I don't need access to Customer Experience data

I don't have access to any Customer Experience data

I have too much Customer Experience data

I need more Customer Experience data

I have enough Customer Experience data

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

6%

2%

6%

0%

43%

44%

n = 54

CX Data Sentiment: Segmented

I'm not sure if I have enough Customer Experience data

I don't need access to Customer Experience data

I don't have access to any Customer Experience data

I have too much Customer Experience data

I need more Customer Experience data

I have enough Customer Experience data

0% 10% 20% 30% 40% 50% 60% 70% 80%

0%

0%

20%

0%

70%

10%

7%

2%

2%

0%

36%

52%

CX Program (n = 44) No CX Program/Unsure (n = 10) n = 54

“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

1-5 % 6-10% 11-20% 21-50% More than 50% Unsure0%

10%

20%

30%

40%

50%

60%

20%

0%

27%

0% 0%

53%

n = 15

“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 Reporthttp://bit.ly/1PSZuhO

• Industry Insights at Primary Intelligencehttp://bit.ly/1QG2uLB

• Industry Insights Mailing Listhttp://bit.ly/1Mj3VhD

• Primary Intelligencehttp://www.primary-intel.com/

Questions?

Connect with us!

linkedin.com/company/primary-intelligence

@PrimaryIntel primary-intel.com/blog

Thank You!