3 CX Best Practices to

Keep Your Customers

Coming Back

© Primary Intelligence, Inc.

2015

Connie

Schlosberg Digital Marketing Specialist

Primary Intelligence

Housekeeping

• This session will be available on our website

• All phone lines are muted

• Please ask questions using the Chat function

• #CXBestPractices

Carolyn Galvin Director of Industry

Insights

Primary Intelligence

Today’s Agenda

• Brief Overview of Primary

Intelligence

• What is Customer Experience?

• 3 CX Best Practices

CX Case Studies

• Conclusions & Recommendations

• Q&A

Ken

Allred CEO & Founder

We analyze more than 3,000 deals and customer engagements annually

We evaluate more than $20 billion worth of purchase decisions

annually

We manage 568 customer experience and win loss

programs

We support more than 6,000 CX, sales, marketing, product, & CI leaders globally

We work with 6 of the Fortune 20

What is Customer

Experience Analysis?

Focus on benefits

customers receive

Goal is to

retain and

grow future

business

Highlights value

Customer Experience

Best Practices

#1 Be holistic

Customer Experience Best Practices

Use client feedback to

• Guide strategy

• Determine new markets

• Improve your products

• Provide better support

• Enable better sales training

Case Study: Financial Services Company

• Launched detailed

feedback review sessions

between sales

management & account

teams

• Reviewed feedback on

product, sales, & support

• Initiated personal outreach

to all unhappy customers

• Set up plan for continued

ongoing outreach to all

customers

Key Learning

• Customers generally

had a great experience

• But they complained

about:

• Employee turnover

• Lack of proactive

informational updates

• Identified and have worked

to correct root cause

issues for problem areas

• Prevented key customers

from defecting

• Maintained high overall CX

scores

Utilize CX holistically

throughout entire organization

Problem Solution Result

#1 Be holistic

Keep everyone on the same page

#2 Be cross-functional

Customer Experience Best Practices

Case Study: Technology Company

• Formed cross-functional

teams to look for

opportunities and make

necessary changes

• Focus on follow-up with

mid-level

managers/directors

• 90% renewal rate

• No product expansion

or growth in accounts

• Multiple & inconsistent

points of contact with

clients

• Used feedback to improve

effectiveness of product

• Increased customer

expansions by 31%

• Prevented one of their top

5 customers from defecting

Problem Solution Result

Key Learning

Ensure internal resources are

working collaboratively to

address CX issues

#1 Be holistic

#2 Be cross-functional

#3 Be vocal Tell everyone about CX efforts

Customer Experience Best Practices

Key Learning

Broadcast CX efforts internally,

consistently and

comprehensively

Case Study: Software Company

• Scheduled series of

recorded results

presentations with

consistent messages

about CX results

• Included targeted

information pertaining to

each group (Executives,

Sales, Marketing, etc.)

• Consistently excellent

CX scores

• However, issues with:

• Channel confusion

• Licensing complexity

• Perception: More

time spent with new

customers

• Entire company is focused

and excited about CX

efforts

• Every employee sees how

their actions impact

customers and company’s

bottom line

Problem Solution Result

Conclusions & Recommendations

• Use CX Analysis holistically, not just on a

department level

• Develop cross-functional teams to ensure everyone

stays on the “same page”

• Promote and communicate CX efforts throughout

your organization

• Determine customers’ current state of loyalty,

looking for barriers and promoters of value

• Participate in State of Customer Experience Survey!

MORE INFORMATION

• Participate in 2015 State of Customer Experience

http://bit.ly/1fCYh0a

• Industry Insights at Primary Intelligence http://bit.ly/1QG2uLB

• Industry Insights Mailing List http://bit.ly/1Mj3VhD

• Primary Intelligence http://www.primary-intel.com/

Questions?

Connect with us!

linkedin.com/company

/primary-intelligence

@PrimaryIntel primary-intel.com/blog

Thank you!