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How to Institutionalize Feedback at Every Stage of Your Customer Journey Beyond Just Surveys

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What's the first word you think of when you hear the letters "CX?" Chances are it's "surveys." But a best-practice Customer Experience program is so much more than just surveys. There are a lot of ways to gather accurate, insightful feedback, but there's a right way and a wrong way to get that feedback. There are several advanced tactics that will enable you to bake in feedback across the lifecycle, synchronized to each touch point and interaction your customers have with your company. In this session, you'll get actionable advice to institutionalize this system in your organization.

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How to Institutionalize Feedback at Every Stage of Your Customer Journey Beyond Just Surveys

  1. 1. 201 8 Sarah Couch Manager, Global Customer Success Field Enablement How to Institutionalize Feedback at Every Stage of Your Customer Journey Beyond Just Surveys Nancy Bray CS Enablement Program Manager
  2. 2. 201 8 How to Institutionalize Feedback at Every Stage of Your Customer Journey Beyond Just Surveys
  3. 3. CO + CX = CS Customer Success Desired Outcomes Exceptional Experience Customer Success Combines Outcomes and Experience
  4. 4. Drive Growth and Advocate Renew but Don’t Expand Are at Risk for Churn Churn and Detract CX CO Truly Loyal Trapped Accessible High Risk Achieving Your Business Goals Requires Outcomes & Experience
  5. 5. Experience Health Improve Customer Experience by capturing and acting on Customer Feedback Solution: • Execute closed loop VoC programs by sending the right message at the right time and by taking action on feedback • Take proactive action on customer signals, such as support interactions or usage data, to improve CX before customers escalate directly • Deliver insights to prioritize improvements to interactions across the customer journey KPI: Retention, Advocacy Current Challenge: We don’t leverage our customer data to improve CX, resulting in reactive escalations and poor survey engagement Required: Insights & Actions Suggested Add-ons: Journey OrchestratorCx 3 Experienc e Health
  6. 6. Sarah Couch Manager, Global Customer Success Field Enablement Nancy Bray CS Enablement Program Manager
  7. 7. Session Agenda • How we Measure the Customer Experience • Closing the Loop with Customers • Case Study: Using Customer Feedback to Drive Outcomes
  8. 8. Employees Customer Service Fun Innovation Integrity Profitability Why Customer Feedback Matters
  9. 9. THE RESULTSatisfaction at 98%, 3rd year running 98% 97%98% 2014 2015 2016 98% 2017 Workday Confidential
  10. 10. Touchpoint Surveys Annual Surveys Informational Surveys Measuring the Customer Experience 600+ since 2015 14,000+ since 2012 150+ since 2017
  11. 11. Closed Loop Feedback Activities Survey Follow Up via CTA • Playbook in Gainsight • Reach out to customer to discuss feedback • Document discussion in CTA
  12. 12. Closed Loop Feedback Activities Create Action Plans for Company and Customers • Use consolidated customer feedback to create action plans to improve product or service offerings • CSM uses customer feedback to provide training and support Survey Follow Up via CTA • Playbook in Gainsight • Reach out to customer to discuss feedback • Document discussion in CTA
  13. 13. Closed Loop Feedback Activities Create Action Plans for Company and Customers Communicate Actions Back to Customers • Use consolidated customer feedback to create action plans to improve product or service offerings • CSM uses customer feedback to provide training and support • Satisfaction shared publicly by our CEO at our annual customer conference • Action plans interwoven into customer communications • CSMs discuss feedback directly with customers Survey Follow Up via CTA • Playbook in Gainsight • Reach out to customer to discuss feedback • Document discussion in CTA
  14. 14. Case Study: Using Customer Feedback to Drive Outcomes
  15. 15. Production Preparedness Workday Confidential Pillars of Success Videos Production Preparedness Review Meeting Production Preparedness Check-in Customer Success Introduction Plan Deploy Informal follow-up as needed Pillars of Success Videos Embrace Change Rolling Adoption Engagement Product Training by Role
  16. 16. Production Preparedness Assessment Embrace Change Rolling Adoption Engagement • Support Model (Roles & Responsibilities) • Governance • Change Management • Ongoing Training • Feature Release Cycle awareness • Planning for ongoing adoption • Workday Community • Regional, Product and Special Interest Groups • Workday Customer Enablement and Partner offerings
  17. 17. Feedback Loop Post Assessment Year 1 Initial Go Live Production Preparedness Post Go Live D E P L O Y M E N T Escalation Point of Contact Informal Check-in Annual Business Review Workday Confidential
  18. 18. Lessons Learned Create opportunities to listen to your customers Generate actions based on feedback Acknowledge feedback received and close the loop with customers

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