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 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
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
State of Customer Experience Research Methodology
• 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
Poll: Do you have a CX
Program in place today?
Key Findings
Embodied in Quotes
Finding #1
“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
Customer Experience Benefits Experienced
Improved understanding of cust needs
86%
Improved customer service/support
70%
Identified best practices
65%
Improved responsiveness
63%
Improved customer communications
58%
Increased customer retention rates
35%
Improved product management
35%
Improved product innovation
33%
Improved upsell/cross-sales process
30%
Improved pricing strategy
28%
Improved marketing
28%
Improved industry experience
21%
Other
10%
0%
20%
40%
60%
80%
100%
n = 43
Unexpected Benefits of Customer Experience Programs
• Quantification of
customer feedback
• Benefits to broader
audience
• Benchmark against
competitors
• Understanding data
cleanliness
Finding #2
“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
Access to Customer Experience Information
Sales support/enablement
49%
Sales
management/leadership
79%
Account Manager(s)
65%
Executive management
81%
Product management
60%
Marketing
74%
Other
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
n = 43
Suggestions for Sharing CX Information Broadly
• SharePoint
• Internal website
• Internal groups
• Online portals
• Discovery sessions
• In-person discussion session
Finding #3
“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
Customer Experience Data being Collected
100%
95%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
0%
We collect only open-ended
(qualitative) feedback
2%
We collect only close-ended
We collect both open-ended and
(quantitative) feedback (e.g.
close-ended feedback
performance ratings, importance
rankings, etc.)
2%
Unsure
n = 43
Customer Experience Open-Ended Feedback
We gather open-ended feedback via an inperson visit
49%
We gather open-ended feedback via a phone
call
59%
We gather open-ended feedback via an
electronic survey
85%
Other
2%
0%
20%
40%
60%
80%
100%
n = 41
Collection Methodologies Advantages and Disadvantages
Online Surveys
On-site Visits
Advantages
• Efficient
•
•
• Shows
•
customers you
care
•
Phone Interviews • Probing
Questions
• Recorded
•
•
Disadvantages
No probing
Responses can be
confusing,
contradictory
Conversations not
recorded
Account teams may be
defensive
Scheduling logistics
Cannot read body
language
Finding #4
“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
CX Data Sentiment
I have enough Customer Experience data
44%
I need more Customer Experience data
I have too much Customer Experience data
43%
0%
I don't have access to any Customer Experience data
6%
I don't need access to Customer Experience data
2%
I'm not sure if I have enough Customer Experience
data
6%
0%
10%
20%
30%
40%
50%
n = 54
CX Data Sentiment: Segmented
52%
I have enough Customer Experience data
10%
36%
I need more Customer Experience data
I have too much Customer Experience data
70%
0%
0%
2%
I don't have access to any Customer Experience data
I don't need access to Customer Experience data
I'm not sure if I have enough Customer Experience data
20%
2%
0%
7%
0%
0%
CX Program (n = 44)
10%
20%
30%
No CX Program/Unsure (n = 10)
40%
50%
60%
70%
80%
n = 54
Finding #5
“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
Annual Customer Retention Rate Improvements
60%
53%
50%
40%
30%
20%
27%
20%
10%
0%
0%
1-5 %
6-10%
11-20%
0%
0%
21-50%
More than 50%
Unsure
n = 15
Finding #5 (cont.)
“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
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
http://bit.ly/1PSZuhO
• 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!