The Pursuit of Objectivity. Tim Pickard CMO

Transcription

1 The Pursuit of Objectivity Tim Pickard CMO

2 The problem Virtually every company around the world deals with the voice channel poorly, regardless of spend The result is reduced sales and lost customers, who then share their bad experiences with the world Improving Customer Experience is now the number 1 priority for CEO s across the world in 2012* *Gartner CEO Report

3 Voice is still the channel 80%+ of UK/US consumers select voice as their preferred channel for communications with businesses 70% of online consumers had phoned a call centre over the previous eight weeks Between 80%-90% of global consumers prefer to use the phone as the way to resolve problems with an organisation 48% of consumers call contact centres to seek advice after they ve looked things up online or tried serving themselves AVAYA/BT CONSUMER RESEARCH 2011 AVAYA/BT CONSUMER RESEARCH 2011 AMEX GLOBAL CUSTOMER SERVICE BAROMETER 2010 AVAYA/BT CONSUMER RESEARCH % of EMEA consumers prefer to use the phone to interact with customer service centres 60% of UK consumers were dissatisfied with their phone interaction with a customer service centre. Phone traffic represents 80% of all inbound traffic in UK & US call centres 70% of US consumers used the phone as a means of accessing customer support over the last 12 months FORRESTER - CONSUMER PREFERENCE REPORT 2011 GENESYS GLOBAL SURVEY 2009 CONTACTBABEL TRENDS IN MULTI-CHANNEL CONTACT 2012 FORRESTER - HOW TO CREATE A SOCIAL CUSTOMER SERVICE STRATEGY 2010

4 Our mission We enable our customers to radically improve the Customer Experience they deliver, quickly, simply & cost effectively We do this wrapping the world s only true cloud contact centre around the exploding amounts of Cloud based customer data

5 NewVoiceMedia Quick Facts Company ContactWorld platform launched 2006 Customer retention rate 97% since launch, 100% in 2011 Company Structure UK based sales, marketing, service delivery and development teams Trust Site - Performance, availability, security are in our operational DNA Customer base 140+ customers 300 Call centres in 14 countries 5,000+ Agents 100m minutes billed in FY 2011

6 Customer engagement Present More informed Greater choice Individual power Marketing Brand and outbound demand generation Sales Field sales, customer engagement Customer Service Maximise customer enquiries, minimise cost

7 What we needed

8 Marketing Background Accelerating business with low levels of prospect engagement Increased resource focused on marketing, particularly to drive inbound inquiries Telemarketing team investment Process and infrastructure required to drive activity levels, track performance and measure results Forecast

9 Strong Positioning and Content Why should customers engage with NewVoiceMedia How will they engage White papers Webinars Success stories Analyst material/ endorsement Web Tradeshows Datasheets Pricing Commercially in Confidence

10 What we needed Outbound marketing tool that would: Track metrics Responses Activity Give insights to lead behaviour from , web, webinars Track customer journey Allow analysis of key activities and marketing pieces Prioritise and focus on hot leads Understand the value of interactions with the customer over time Commercially in Confidence

11 Commercially in Confidence How we did it

12 The lead generation process MKTO List Campaigns Legend: Lead Status Lead Source Nurture Lost/Cancelled/ Qualified Out 14 day s Inbound/ Campaign NEW 2 days TM 14 days Qual. Opp/Mtg Sales Ready Opportunity Won 14 days 14 days (if P ner) Qual. Out NEW MKTO Convert P ner/ Self. Gen

13 When Demographic, Firmographic and Behaviour combined score > 100, lead is passed to Tele-Marketing for Qualification If Lead is Qualified, the additional points from lead quality enable Sales prioritisation Lead Scoring Demographic Firmographic Behaviour Lead Quality Action Points Action Points Action Points Action Points Job Title contains: Industry is: Visits Key Web Page: Seats is: Salesforce +5 Retail +10 Pricing +25 Under 5-25 CRM +5 Insurance +10 Trust Call Centre +5 Loss Adjustors +10 Product Contact Centre +5 Finance +10 Blog Customer +5 Outsourced Call Centre +10 Customers +5 Over Support +5 Business Servces Pages +30 Nature of Call Centre is: Service +5 Professional Services +10 Webinar (ADD PER PROGRAM) All Inbound +25 Services +5 IT +10 Registers +10 Mainly Inbound +20 Chief +5 Travel +10 Attends / Operations +5 Government +10 Watches Replay +50 Mainly Outbound +10 IT +5 Public Services +10 In Cloud +5 All Outbound +5 Business Development +5 Fire -25 Project Timescale added for webinars Project Timescale is: Student -25 Police -25 Events (ADD PER PROGRAM) Within 3 months +50 Research -25 Ambulance -25 Visits Show mths +25 Job -25 Coastguard -25 Visits Stand mths 0 Consultant -25 Size is: Sees Presentation mths -15 Recruitment -25 Under 10 Employees -25 "Sales Hot" +100 CRM is: Social Media -25 Salesforce +10 Chat -25 Clicks Link +10 Lead Source is: Clicks "Sales" Link +25 Inbound Call +100 Web Interest Web +10 Requests Demo +100 External +10 Requests Quote +100 Other: Downloads Case Study +40 Budget in place +10 Downloads Whitepaper +40 Decision Maker +25 Downloads Datasheet +40 Decision Influencer +10

14 Visibility Reporting is the key to Objectivity Commercially in Confidence

15 The lead generation process Visibility: Volume Value Mkto Value - Re-engaged Campaign/Me ssage MKTO List Campaigns Nurture 14 day s Visibility: Timing Conversion Ratios Activity sales accepted Closed Legend: Lost/Cancelled/ Qualified Out Lead Status Lead Source Inbound/ Campaign NEW 2 days TM 14 days Qual. Opp/Mtg Sales Ready Opportunity Won 14 days 14 days (if P ner) Qual. Out NEW MKTO Convert P ner/ Self. Gen Commercially in Confidence

16 Objective Visibility - Visibility Mailed Bounced Opened Clicked Test and compare different templates Web Traffic Which s drive most traffic to web site (use Google URL Builder)

17 Marketo Performance Reports Lead Source Number of leads entered into Marketo. Performance activity data. Web Landing Page Views and conversion stats for key landing pages. Base level of new leads added from any source. Customer vs. Prospect s and results Which pages contribute the most new leads?

18 Objective Visibility - Web Visibility Which pages and content did customers engage with most often, before becoming customers e.g. pricing, trust? Identify prospects showing interest in these pages Prioritise follow up for these prospects Covered by lead scoring, setting up alerts for lead owners and creating dedicated campaigns for TM follow up.

19 Objective Visibility Telemarketing Visibility Interesting moments e.g. trade show, webinar web/ activity Detailed web pages visited Score s sent/opened Provides TM team with strong background pre-call

20 Objective Visibility Customer Journey Visibility What did customers do pre-opportunity, during the sales cycle and after they became customers? Which content/marketing worked and should be repeated? Who are the key individuals in the prospect account?

21 Landing Page and A/B Testing Landing page conversions equal new leads or re-engaged leads and present a new opportunity to open dialogue with a lead or prospect. Landing page content affects conversion; Simple content Simple form Clear call to action Test, Test and Test.

22 Visibility of Activity Not just about Marketo! We monitor our tele-marketing activity throughout the month in line with all our marketing efforts e.g. trade show attendance, new leads, PR results, web and activity. ContactWorld for Salesforce can directly report on the activity of agents and can cross-reference to show our hottest leads are being contacted at the right time. For example have all our leads with a score of over 200, who have visited the website in the last week, been contacted in the last 48 hours? And if not, which ones are they and who owns them? Conversion rate to sales, value, close rate Commercially in Confidence

23 Results Ease of use: Time to create has gone down Create your own from templates Identify which contacts in accounts are more active and deserve more attention Returning visitors are prioritised in telemarketing Focus on lead score in outbound telemarketing Hot leads are prioritised Inbound call routing based on lead score and activity Early to give specific ROI, but we estimate 5:1 Commercially in Confidence

24 The Pursuit of Objectivity Questions Commercially in Confidence