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Medallia © Copyright 2017.
Medallia for B2B
5 Practices to Engage and Delight your Customers
Jennifer K. Schmitt, Solution Principal Vertical Markets
Medallia © Copyright 2017.
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2
Source: Accenture "Managing the B2B Customer Experience"
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.
Medallia © Copyright 2017.
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
Medallia © Copyright 2017. Medallia©Copyright2016.Confidential.
Business Goals Programmatic Goals
Engage customer in a on-going dialogue to grow the health of the business
Start with the end in mind
• Customers retain, grow and attract
• Empower employees to delight customers
• Innovate products, services and process
• Gain Market Share differentiating on CX
• 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 2017.
Democratize Feedback Across Your Organization
5 Practices for Success
Grow, compete and differentiate through CX
2. ActOn feedback to drive
customer value
Sales & Operations
1. Engage Customers in a
meaningful, ongoing and relevant way
Customers
3. Build high-performing teams
Coach teams, prioritize resources and asses
risk
Management
5. DriveEngagement and
adoption and assess opportunities to
Innovate products, solutions, services and
processes
Executives
4. Actionable InsightsIdentify root causes,
align VOC to company goals, manage program
health and adoption
CX Insights
Medallia © Copyright 2017.
Customers in a meaningful, ongoing and relevant way
#1 Engage
CustomersValue my time and act
on my feedback.
“I want to provide feedback. I hope the process is easy and
someone will act on it”
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Best Practice Sampling & InvitationsMitigate risk and provide customers with a great experience
QUICK START INVITEPrioritize your key metric
NPS/OSAT/CE METRICSGet actionable VOC data
BRANDINGReflect your brand
Mobile OptimizedEasy to provide feedback
OPTIMIZED SUBJECT LINES
Improve click-through rates
OPT-OUT MANAGEMENTAvoid customer frustrations
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Best Practice Sampling & InvitationsMitigate risk and provide customers with a great experience
SMART SAMPLINGRepresentative feedback
EMAIL BLOCKINGMinimize biased feedback
SPAM AVOIDANCEBypass spam filters
REMINDERS & EXPIRATIONS
Quality, timely feedback
Medallia © Copyright 2017.
Leverage Customer Feedback Daily#2 Act
Sales & Account Manager
Help me sell smarter, easily close the loop with my customers and understand the overall health of
my accounts
“I will know instantly the health of my accounts and can manage my portfolio
effectively and on the go”
Medallia © Copyright 2017.
Leverage Customer Feedback Daily#2 Act
Operations Manager
Help me understand opportunities to improve, easily close the loop
and manage margin health of my account portfolio
“I know the key opportunities in my area to drive improved customer
experiences & operational efficiencies”
Medallia © Copyright 2017.
Coach Teams, Prioritize Resources and Manage Risk#3 Build High Performing Teams
“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
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Proven Closed-Loop WorkflowsDrive action and continuous improvement
DISTRIBUTED CLFRoute alerts to the frontline
ALERT TYPESUse alerts to drive action
ALERT WORKFLOWSManage alert options
RAPID RESPONSE TEMPLATES
Consistent, timely follow-up
CASE MANAGEMENTTrack root cause and actions
taken
ACCOUNT FOLLOW-UPSet automated notifications to
execute next steps
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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
Medallia © Copyright 2017.
Align VOC to Company Goals and Advocate for Customers#4 Actionable Insights
CX Insights
“What is the overall health of our CX program. I know what to tell my executives to focus on and why”
Help me manage the companies CX program and share actionable insights with employees and executives that will delight
our customers.
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Best In Class CapabilitiesSurface compelling insights in a frictionless way
INSIGHTS SUITEUncover impactful insights
ASK NOWTest and validate ideas
HEALTH CHECKMonitor your CX program
ORGSYNCReal-time org updates
USER MANAGEMENTManage user settings
OPERATIONAL DATATie all data together
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Adoption and Engagement, Assess Opportunities to Innovate#5 Drive
Executives
“I know exactly where to focus time and resources to make the biggest impact to our employees,
customers and business”
Help me Focus the organization on top priorities that impact our
customers and strategy
Medallia © Copyright 2017.
ExecutivesAssess overall performance
EmployeesInnovate at Scale
ManagementManage risk & performance
Democratize Feedback Customer
Feel valued & buy moreSales & Account
ManagementSell smarter & close the loop
CX InsightsIdentify & prioritize root causes
Medallia © Copyright 2017.
Create One Source of the Truth
ReliableOrganization-wide
acceptance of the data
ComprehensiveFocus on experience,
coaching, training to drive business and operational
performance
ComparableAcross channel, market,
business, product, journey, team, etc.
RelevantCapture and recover at the
key moment(s) of the journey
Medallia © Copyright 2017. Medallia © Copyright 2017.
Key Checklist
✓Set up the right program team
✓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