How to build a customer journey based Voice of the Customer based feedback program.

1. Building a Customer
Journey Based
VoC Program
David Jackson
CEO

2. About Clicktools
CRM

3. Background
• VoC is part of our business
• Extensive Salesforce user
• Customer experience is a strategic priority

5. Establish design principles
• Be a positive experience for customers
• Provide a continuing customer perspective for decisions
• Reduce churn
• Minimise administrative effort
• Embody best practices

6. The context

7. Design scope
Survey content
Deployment
Reporting
Actions

8. Map customer journey

9. Design template

10. Determine survey suite
See
Try
Buy
Use
Event
X X
X
Training
X
X
Win/Loss
X
X
On-boarding
X
X
Project
X
Closed case
X
Relationship
X
Website
X
X
X
X

11. Basic process design

12. Create survey architecture
Hidden questions
- Survey type
- CRM ids
- Context
Event specific questions
Core questions
Differential exit text

13. Common questions

14. Email invitation
On-boarding survey

15. Survey

16. Build deployment mechanisms

17. Don’t forget social

18. Deployment
CRM Workflow
Clicktools
Event
Report: Campaign participants
Training
Report: Training entitlement
Win/Loss
Opportunity Status = Closed
Daily: Report Oppy= Won+60d
On-boarding
Record Type = New Biz
Project
Currently manual - awaiting PSA rollout
Closed case
Case Status = Closed
Relationship
Daily: Report Oppy=Won+180d
Website
User driven

19. Integration

20. Integration

21. Feedback into action

22. Feedback into action

23. Feedback into action
Trigger
Action
Email Mktg Team
Event
O/all sat < 6
CRM activity created
Email Training
Training
Trng will help me use CT < 6
CRM activity created
Understand needs OR easy to
Win/Loss
(Email Sales Ops Mgr)
do business with < 6
Email Acct Team
On-boarding
Up and running < 8
CRM activity created
Email Delivery Mgr
Project
Any factor < 6
(PSA activity created)
Email Support Mgr
Closed case
Issue resolved satisfactorily < 6
Case re-opened
O/all sat < 6
Email Acct Team / Prod Mgr
R/ship / Product
Product Functionality < 6
CRM activity created
Web site
TBD

24. Reporting

25. Reporting

26. Design reporting
• Who needs to know what to do what?
• Use demographic data to segment reports
• Automate report preparation
• Provide role relevant results
• Recognise that feedback is part of your MI architecture

27. Reporting
• Top 2 box, Spot & 3 month rolling average
• Event specific
• Journey comparison
• Key driver analysis
• Response rate (by survey)

28. How we use the results
• Follow-up individual customer feedback
• Customer at risk reporting
• Identify process improvements
• Contribute to product roadmap
• Exec dashboard
• Recognise great experiences: coach weaknesses

29. Results
• CXi mean score 9.45/10
• NPS TM 54
NPS is a registered trademark of Satmetrix, Bain & Co and Fred Reichheld

30. Connecting feedback and action
• User experience
• Online support
• Retained customer

31. Continued development
• Complete deployment automation
• Comment to Twitter
• Extend program
• In-app feedback
• Tweet to case
• Linkage analysis
• CXi:CLV
• Segmented results

32. Key lessons
• utside-in: journey, not process based
O
• hat matters to customers
W
• xtensive automation to free up time for action and insight
E
• eadership support makes a difference
L
• ave a vision but progress step-by-step
H
NATURAL AND REINFORCING PART OF OUR CULTURE

33. Thank you
Questions?