3 CX Best Practices to
Keep Your Customers
Coming Back
© Primary Intelligence, Inc. 2015
Connie Schlosberg
Digital Marketing Specialist
Primary Intelligence
Housekeeping
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This session will be available on our website
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#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 manage
568 customer experience and win loss programs
We evaluate more than $20
We analyze more than
billion worth of purchase decisions annually
3,000 deals and customer engagements annually
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
Customer Experience Best Practices
#1 Be holistic
Use client feedback to
• Guide strategy
• Determine new markets
• Improve your products
• Provide better support
• Enable better sales training
Case Study: Financial Services Company
Problem
• Customers generally
had a great experience
• But they complained
about:
• Employee turnover
• Lack of proactive
informational updates
Solution
• 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
Result
• Identified and have worked
to correct root cause issues
for problem areas
• Prevented key customers
from defecting
• Maintained high overall CX
scores
Key Learning
Utilize CX holistically
throughout entire organization
Customer Experience Best Practices
#1 Be holistic
#2 Be cross-functional
Keep everyone on the same page
Case Study: Technology Company
Problem
• 90% renewal rate
• No product expansion
or growth in accounts
• Multiple & inconsistent
points of contact with
clients
Solution
• Formed cross-functional
teams to look for
opportunities and make
necessary changes
• Focus on follow-up with
mid-level
managers/directors
Result
• Saw dramatically higher CX
scores from mid-level
managers and directors
• Used feedback to improve
effectiveness of product
• Expanded into different
functional/department
areas
Key Learning
Ensure internal resources are
working collaboratively to
address CX issues
Customer Experience Best Practices
#1 Be holistic
#2 Be cross-functional
#3 Be vocal
Tell everyone about CX efforts
Case Study: Software Company
Problem
• Consistently excellent
CX scores
• However, issues with:
• Channel confusion
• Licensing complexity
• Perception: More time
spent with new
customers
Solution
• Scheduled series of
recorded results
presentations with
consistent messages about
CX results
• Included targeted
information pertaining to
each group (Executives,
Sales, Marketing, etc.)
Result
• Entire company is focused
and excited about CX
efforts
• Every employee sees how
their actions impact
customers and company’s
bottom line
Key Learning
Broadcast CX efforts internally,
consistently and comprehensively
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
http://bit.ly/1fCYh0a
• Industry Insights at Primary Intelligence
http://bit.ly/1QG2uLB
• Industry Insights Mailing List
http://bit.ly/1Mj3VhD
• Primary Intelligence
http://www.primary-intel.com/
Questions?
Connect with us!
linkedin.com/company
/primary-intelligence
@PrimaryIntel
primary-intel.com/blog
Thank you!