TRANSFORMING CUSTOMER EXPERIENCE WITH CRM:How modern tools and smart implementation can build stronger relationships with your customers

Organizations that consider themselves

“very advanced” at customer experience (CX) are almost 3x more likely than their peers to have significantly exceeded their top 2018 business goal.

Source: Adobe

DELIVERING A VALUABLE PRODUCT IS NO LONGER ENOUGH

There was a time, not so long ago, when a company's pathway to success was simply to offer a good product that consumers wanted. Economic viability was based on the “what” of a business's offerings. Today, consumers can get the “what” anywhere. To differentiate your business, you must focus on the “how”.

Today’s customers don’t just want a transaction — they want an experience. A product can be judged on its own merits, but a company’s reputation is built on every interaction between brand and buyer. This reputation is, like everything else in business, competitive: the experience your company provides is constantly compared to those of your competitors.

Building a beneficial customer experience is no longer the cherry on top of existing business practices. It’s become a foundation, a competitive edge that cannot be ignored. While failure here can be disastrous, success can spell a major boon for businesses.

Happy, fulfilled customers spend more time with a company — and a lot more cash. In fact, according to Motistsa, emotionally connected customers spend 2.5x as much annually and remain loyal 50% longer than customers who are only “satisfied” with a brand.

The impact doesn’t stop at sales: An assessment from Forrester found that experience-led businesses also have noticeable increases in brand awareness, employee satisfaction, customer retention, average order value, return on spend, and customer satisfaction.

To say that customer experience is important would be an understatement. It’s a major benefit to companies that do it well and a competitive disadvantage to those who don’t give it the attention it deserves. It’s the difference between transactions and customer lifetime value, the bridge from satisfaction to emotional connection. It’s a necessity — but how do you do it?

1

TO CRAFT OUTSTANDING CUSTOMER EXPERIENCE, YOU NEED TO MANAGE AN ECOSYSTEM

If genuine, enjoyable customer experience (CX) is the destination, then genuine, enjoyable employee experience is the journey. A workforce that’s enabled, empowered, and engaged through culture and data has more capability to cater an experience to a customer — and more desire to do right by the client. It boils down to a simple concept: Treat your employees right, and they’ll do the same to your customers.

Thus, the customer experience is a lifecycle — a system that begins at the most internal levels and works its way out to every touchpoint a customer sees. When mapped out, it looks a little like this:

2

Empowered WorkforceGiving employees ongoing training and support to put those tools and their knowledge to use

Engaged WorkforceHaving the right employees in place (people who care about your business as much as you do)

Enabled WorkforceHaving the right tools in place for employees to do their jobs effectively and efficiently

CX-Focused CulturePutting goals and values in place that drive home the importance of every customer interaction

Empowered CustomersCustomers know and trust your processes

and employees — they can count on you every step

of the way

Post-Sales SupportProviding employee and

customer-initiated platforms for solving issues

and communicating post-sale

Loyal Customers Brand advocates who will

provide repeat business and word-of-mouth advertising

for your business

Pre-Sales NurturingPersonalized interactions

every step of the way, from first contact through sale

THEORGANIZATIONAL

ECOSYSTEM

3

THIS ECOSYSTEM RUNS ON DATAWhen talking to a friend, you want them to remember little things about you — your birthday, your interests, what you talked about last time you saw them. Building a good customer experience is much the same. Customers want to give their information once and never again. It’s the feeling of being a regular at your local coffee shop; they already know you and what you need.

This is why it’s essential to have a single, unified information core when you take a data-driven approach to CX. Any employee that may interact with a customer should know that specific person’s entire history with the company — every purchase, every support call, every aspect of their relationship to your company.

How does a company develop this central information repository? Fortunately, it’s easier than you might think. You don’t need dozens of data-entry specialists and coders. You just need properly-integrated CRM software.

When implemented with a business’ specific operations in mind, modern CRM systems give customer-facing employees visibility into a customer’s entire lifecycle, allowing them to tailor their approach to that specific customer’s needs. Gone are the days of re-verifying your information when you’re transferred to the call center supervisor. Anyone who needs to know the situation now can with just a few clicks.

Even better, this expanded capability doesn’t make for complicated workflows. Properly integrated CRM is tailored to the employees using it, so it’s simple to understand. Processes are clearly laid out, and there are no hidden menus or buried options to confuse new users.

Higher utilization and more consistent data input makes reaching business goals even easier. Clear information leads to intelligent analytics, which in turn creates new metrics for employees to strive towards. A business that tracks goals and metrics is a business that’s prepared to succeed in a CX-driven world.

THREE COMMON BARRIERS

Many companies find themselves unable to transform their CX with CRM. Those companies are generally running into one of three key sticking points:

SALESFORCE CRM MITIGATES THESE ISSUES

When properly integrated into a company's existing systems, Salesforce CRM can soothe these pain points. By centralizing data in one place, CRM gives employees the information they need to be empowered in the workplace. When employees are empowered and informed, they have every opportunity to create a customer experience that builds brand loyalty and increases retention.

Centralized information and dataSales Cloud puts customer information in one place, provides insight into customers, and creates intelligent alerts about the best leads.

A single, scalable platformSalesforce CRM combines Service Cloud, Sales Cloud, Marketing Cloud, and Community Cloud into one cohesive whole, allowing employees to focus on getting the real work done.

Bridging the sales and service gapService Cloud and Sales Cloud together enable seamless integration between sales and service organizations to empower employees. Everyone has a 360-degree view of every customer and their interactions with the company. And with this knowledge, the company gains the competitive advantage of delivering faster, smarter, more personalized service.

4

Siloed dataInsights don't come from individual data points. Without a holistic approach to data, you can't have a unified customer experience.

Fragmented toolsA patchwork quilt of employee dashboards can't provide a cohesive view of the customer.

Disconnects between service and salesA team only sees a customer from one angle. When teams can work together, they get a viewpoint that's greater than the sum of its parts.

5

THE VALUE: simple centralized data

Enables marketing team to easily deploy email nurture campaigns through drag-and-drop template functionality, out-of-the-box form setup, lead scoring how-to-do recommendations, and automation rule best practices.

Increases attributional ROI transparency through lead form tracking.

Elevates customer experience through refined targeting and messaging.

Decreases redundancy and frees up time and resources from manual marketing admin tasks.

THE RESULTS: powerful lead generation strategyThrough a tailored Pardot form integration, Resco now has the ability to develop and leverage a controlled lead scoring model embedded within the design of their new website, allowing marketing reps to receive real-time notifications with each form submission and work with sales team counterparts more efficiently. This highly focused lead conversion response process, along with a newly refined reporting dashboard, makes customer profile information readily accessible and transparent for all team members. Additionally, Pardot form integration consistently ensures leads are truly leads and are responded to by sales reps in a timely manner.

BRINGING DISPARATE INFORMATION TOGETHER

Streamlined marketing processes for more effective lead managementResco is the refractory industry’s leading solution provider. The leadership team at Resco discovered the need to introduce automation into their day-to-day marketing processes in order to create more efficient sales workflows and to develop a profitable lead generation source.

THE CHALLENGE: disjointed sales and marketing activitiesResco’s one-man marketing team needed to develop and implement a new website within a short timeframe (between four and six weeks to create and launch) and was tasked with form integration in order to eliminate redundant (or zero) lead outreach between account executives.

THE PROCESS: Salesforce Pardot implementationCanpango facilitated a discovery meeting with Resco to prioritize and outline their unique business needs. After walking through the nuts and bolts of Pardot’s data storage and email template and landing page creation capabilities, Canpango facilitated dashboard design and technical setup guidance for segmentation and automation rule etiquette.

CASE STUDY

6

THE VALUE: a more accurate sales flow

Elevated responsiveness to channel partners will ensure SLA requirements are met.

Improved lead generation relationships through better channel partner and customer experiences.

Enhanced visibility into pipeline activity and prioritization.

THE RESULTS: a scalable sales process that will grow alongside the businessAP Intego can now leverage a streamlined sales process. This allows sales reps to quickly underwrite the increasing classes of insurance policies with ease while maintaining their standards for providing superior service to every client. This new process, along with newly refined reporting, allowed 26 sales representatives to nurture 15,000 leads in just one month. Additionally, the sales team’s day-to-day leadmanagement customization opportunities areexpanded due to increased flexibility and CRM data.

A SINGLE SALESFORCE IMPLEMENTATION FOR ANY SCALE

Automating sales processes for stronger operational controlAs a small business insurance innovator, AP Intego identified the need to arm their sales team with the proper resources to improve their lead and opportunity management and meet the demands of their evolving business model.

THE CHALLENGE: disjointed sales activityAP Intego’s exponential growth led them beyond the capacity of their legacy lead management tool, a third-party platform without full CRM capabilities. As a result of the system’s shortcomings, AP Intego was left with inefficient day-to-day lead, opportunity and sales management processes.

THE PROCESS: operational deep diveCanpango facilitated multiple in-depth discovery sessions to uncover AP Intego’s unique business needs. With a solid grasp on the organization’s long-term goals, the Canpango team identified the proper path for designing more precise, tailored sales processes. This was created through a proof-of-concept solution that involved configuring AP Intego’s Salesforce organization to support a multi-channel lead flow from various APIs, phone calls and emails, in order to automate the daily turnaround of 100+ insurance quotes.

CASE STUDY

7

THE VALUE: unified processes

Increased visibility and robust reporting for users and managers.

Enhanced visibility into plant operations through case management workflow and automation.

Full access to all customers and prospects in one Salesforce org.

Company-wide pipeline and SLA management.

Mobile access and image storing through Salesforce Mobile.

Improved experience for customer and employees.

THE RESULT: total transparencyNordco now has consistent sales and support processes that their employees, managers and customers can count on. And by switching from tracking metrics on spreadsheets to analyzing built-in dashboards and reports, Nordco can continue to close business and keep customers happy.

FOSTERING CONNECTIONS BETWEEN SALES AND SERVICE

Improving sales & support processes for a better customer experienceAs the industry leader in the design and production of new and rebuilt roadway work equipment, Nordco needed to properly equip their sales and customer service teams through a powerful new solution.

THE CHALLENGE: limited visibilityAs sales and support processes evolved, Nordco realized they had low visibility into their pipeline, sales activities and customer support metrics, resulting in inconsistent client response times and poor customer experiences. Nordco selected Canpango’s Salesforce implementation and consulting services to build a solution that would optimize their sales and support processes, increase reporting capabilities and provide a consistent, well-rounded experience for every customer.

THE PROCESS: optimizing sales lifecyclesAfter a deep dive into Nordco’s business, Canpango was able to fully assess their needs and identify the best avenue for implementing an end-to-end sales process, including easy-to-follow sales stages, detailed case management capabilities, and reports and dashboards for both sales users and managers. Canpango also provided a 90-day support SLA with integrated metrics and a streamlined support process with repeatable stages to allow for maximum reporting and customer satisfaction.

CASE STUDY

8

THE VALUE OF AN IMPLEMENTATION PARTNER RELATIONSHIP

CRM is important, powerful, and game-changing. It has the power to revolutionize how companies interact with customers. So why do only 45% of businesses use it to store their lead and customer data?

Simple: They haven’t implemented it right.

As powerful as CRM is, the software alone isn’t enough to change how you do business. Organizational inertia won’t allow it. No company is willing to restructure how they operate just to fit an out-of-the-box software suite’s workflows. It’s not feasible, yet every year more and more companies try to make it work.

They don’t just need a CRM. They need a CRM platform built for them.

CRM relies on custom design, proper integration, and strategic integration. It may seem like trying to fit a square peg in a round hole, but that peg is malleable — you just need to know how to work with it. An integration partner is key to shaping your CRM implementation to best benefit your business.

This is where Canpango comes in. As a Salesforce Gold consulting partner, it is our duty to tailor CRM to your business’ exact needs. We specialize in understanding your needs, challenges, and goals so that we can build and maintain a system that fits your company perfectly.

ABOUT CANPANGO

Canpango was built on the idea that businesses become better when their goals are in sync with their technologies and processes. Our consultants document this relationship in order to help your organization uncover the root of your primary business challenges. Then, we work side by side to design and implement a solution that addresses your immediate and long-term needs.

As a long-standing Salesforce Gold Consulting Partner, the Canpango team has earned a reputation for bringing dynamic and inventive ideas to the table for every client through a balance of collaboration, proven expertise, thoughtful planning and knowledge drawn from past projects.

Our multifaceted approach allows us to propel highly personalized solutions to market at maximum velocity and efficiency.

LEARN MORE

Call Canpango at 844.921.2550 or contact us via email at sales@canpango.com to determine the best CRM implementation for your business needs. For more information,visit www.canpango.com.

9

KEY TAKEAWAYS

Modern customers demand a modern customer experience

This customer experience begins on the inside, with your organization's employees.

Employees need to be empowered with the proper tools

Powerful software alone isn’t enough, it needs to be catered to your business’ needs