Medallia for B2B 5 Practices to Engage and Delight your Customers Jennifer K. Schmitt, Solution Principal Vertical Markets
Business-to-business (B2B) companies recognize customer experience is critical to growth and a competitive differentiator. Yet, fewer than 25 percent of them excel at doing it right. Source: Accenture "Managing the B2B Customer Experience" 2
Common Challenges for B2B CX Practitioners Lack of C-level engagement Score watching and gaming Poor response rates Metric focused Poor data Several teams touching the client Not knowing where to start
How to set your Program up for Success
Start with the end in mind Business Goals Customers retain, grow and attract Empower employees to delight customers Innovate products, services and process Gain Market Share differentiating on CX Programmatic Goals Identify customers that are at risk and leverage opportunities for cross/upsell Real time actionable insights across the customer s journey (360 degree view), coach and manage performance Know where to focus resources and investments to improve and innovate Align the organization around one source of truth and integrate operational and financial data Medallia Copyright 2016. Confidential. Engage customer in a on-going dialogue to grow the health of the Medallia business Copyright 2017.
B2B Best Practice Solution
5 Practices for Success Democratize Feedback Across Your Organization Customers Sales & Operations Management CX Insights Executives 1. Engage Customers in a meaningful, ongoing and relevant way 2. Act On feedback to drive customer value 3. Build highperforming teams Coach teams, prioritize resources and asses risk 4. Actionable Insights Identify root causes, align VOC to company goals, manage program health and adoption 5. Drive Engagement and adoption and assess opportunities to Innovate products, solutions, services and processes Grow, compete and differentiate through CX
#1 Engage Customers in a meaningful, ongoing and relevant way I want to provide feedback. I hope the process is easy and someone will act on it Customers Value my time and act on my feedback.
Best Practice Sampling & Invitations Mitigate risk and provide customers with a great experience QUICK START INVITE Prioritize your key metric Mobile Optimized Easy to provide feedback OPTIMIZED SUBJECT LINES Improve click-through rates BRANDING Reflect your brand NPS/OSAT/CE METRICS Get actionable VOC data OPT-OUT MANAGEMENT Avoid customer frustrations 9
Best Practice Sampling & Invitations Mitigate risk and provide customers with a great experience SMART SAMPLING Representative feedback EMAIL BLOCKING Minimize biased feedback SPAM AVOIDANCE Bypass spam filters REMINDERS & EXPIRATIONS Quality, timely feedback 10
#2 Act Leverage Customer Feedback Daily I will know instantly the health of my accounts and can manage my portfolio effectively and on the go Sales & Account Manager Help me sell smarter, easily close the loop with my customers and understand the overall health of my accounts
#2 Act Leverage Customer Feedback Daily I know the key opportunities in my area to drive improved customer experiences & operational efficiencies Operations Manager Help me understand opportunities to improve, easily close the loop and manage margin health of my account portfolio
#3 Build High Performing Teams Coach Teams, Prioritize Resources and Manage Risk I know what accounts to pay close attention to and exactly how to coach my Team Management Help me understand what is at risk, manage my portfolio of customers and coach my team through our customer s voice
Proven Closed-Loop Workflows Drive action and continuous improvement DISTRIBUTED CLF Route alerts to the frontline ALERT TYPES Use alerts to drive action ALERT WORKFLOWS Manage alert options RAPID RESPONSE TEMPLATES Consistent, timely follow-up CASE MANAGEMENT Track root cause and actions taken ACCOUNT FOLLOW-UP Set automated notifications to execute next steps 14
Closed Loop System: Mobilize Everyone Identify common customer pain points that matter the most Fix broken processes and create operational efficiencies by identifying root cause Identify emerging customer preferences, continuously innovate and test Communicate improvements back to customers (product, solution, service, process) specific
#4 Actionable Insights Align VOC to Company Goals and Advocate for Customers What is the overall health of our CX program. I know what to tell my executives to focus on and why CX Insights Help me manage the companies CX program and share actionable insights with employees and executives that will delight our customers.
Best In Class Capabilities Surface compelling insights in a frictionless way INSIGHTS SUITE Uncover impactful insights HEALTH CHECK Monitor your CX program USER MANAGEMENT Manage user settings ASK NOW Test and validate ideas OPERATIONAL DATA Tie all data together ORGSYNC Real-time org updates 17
#5 Drive Adoption and Engagement, Assess Opportunities to Innovate I know exactly where to focus time and resources to make the biggest impact to our employees, customers and business Executives Help me Focus the organization on top priorities that impact our customers and strategy
Bringing it all together
Democratize Feedback Customer Feel valued & buy more Sales & Account Management Sell smarter & close the loop Management Manage risk & performance CX Insights Identify & prioritize root causes Executives Assess overall performance Employees Innovate at Scale
Create One Source of the Truth Relevant Reliable Comparable Comprehensive Capture and recover at the key moment(s) of the journey Organization-wide acceptance of the data Across channel, market, business, product, journey, team, etc. Focus on experience, coaching, training to drive business and operational performance
Set up the right program team Key Checklist Align a governance model for the program across the organization Provide training to front-line users especially closed-loop soft-skills training Plan for extensive communication & reinforcement Plan for evolving level of impact: early wins through transformation Plan to track financial impact
Q & A