Crucial Data to Drive YourCustomer Service & Success Efforts

Introduction: What you’ll learn in this guide ----------------------------3

Part 1: Investing in the Right Ideas --------------- 4

From “Big Data” to knowledge -------------------------------------------5

What do your customers really think? -----------------------------------6

Measuring customer satisfaction -----------------------------------------7

How to use NPS at key customer touchpoints -------------------------8

Using your NPS to measure success -------------------------------------9

Case study: How NPS helps startup companies stay relevant -------10

Part 2: Improving Your Customer Ops ----------- 11

Customers aren’t sold on your service ----------------------------------12

Incentivizing your customer support reps ------------------------------13

Engaged employees = happy customers -------------------------------14

Enhancing communication across teams -------------------------------15

Case study: Gaining crucial insights into customer satisfaction -----16

Part 3: Optimizing the Customer Experience ---17

Enhancing the customer experience with surveys -------------------18

Getting to know your customers ---------------------------------------19

Personalizing customer care --------------------------------------------20

Case study: Using surveys for more efficient service ---------------21

Ensure your customer success and service teams get it right -----22

Table of Contents

2Crucial Data for Customer Success |Email to a Colleague

Welcome!In today’s hyperconnected world, managing the customer experience (from improving customer service to building customer relationships) is more challenging than ever. That’s because customer feedback and performance data no longer come through a handful of tightly-controlled avenues like focus groups and customer service phone calls.

Now you’ve got data coming from your website, social channels, review sites, emails, and so much more. This swell of data may seem intimidating at first. But once you can focus on what data are important (and what aren’t) you’ll find a properly managed information overload is one of your business’ greatest advantages.

In this guide, you’ll learn how to cut through the noise and focus on the customer feedback that matters so you can:

1. Understand and track your overall customer satisfaction ratings to make sure you’re investing in the right ideas

2. Use surveys to incentivize your customer service reps, scale training, and encourage team communication

3. Optimize the customer journey, from improving customer satisfaction to identifying upsell opportunities

3 in 4 companies say their customers’ best interests are their #1 priority... but most customers disagree!

In a recent study we asked both customers and businesses who they think comes

first: customers or profits. What we learned doesn’t bode well for businesses who

think they’re providing an excellent customer experience.1

Which of the following statements best describes your company or organization?

Which of the following statements comes closer to your view?

My company’s priority is our customers’best interests, even if it means less profits

My company’s priority is making a profit,even if it means at the expense of customers

Most companies only care about making a profit, even if it means at the expense of customers

Most companies have their customers’ best interests in mind, even if it means less profits

77%

23%

81%

19%

1 “Businesses and Customers: A Tale of Unrequited Love?” February 2014: http://svy.mk/1HYB0xN

3Crucial Data for Customer Success |Email to a Colleague

Investing in the Right Ideas

“It’s really easy to be misled by anecdotal evidence into a false sense of customer knowledge. In fact, six months ago, a survey revealed an insight that got my whole company to rethink who we serve, and how we sell our product.”

- Alan Blank, VP of Operations and Marketing, Guidebook

Part 1:

4Crucial Data for Customer Success |Email to a Colleague

Before we get into how to use customer feedback to build your business

inside and out, let’s talk Big Data. A popular phrase that gets tossed around

in modern-day conversations, Big Data refers to the massive volume of data

that companies collect every day through many different channels, whether

they’re purchases made in a store, clicks on a website, or geolocation data, just

to name a few.

This influx of data on a day-to-day basis can be helpful to your company in

terms of keeping tabs on your successes (or failures). But you can only infer so

much from purchase behaviors and website engagement metrics. That’s where

actively collecting customer feedback comes in.

Today, the internet allows you to gather customer feedback at scale with a

variety of online platforms. Filling out an online survey, rating a business, liking

or following a brand on social media, reviewing a service—all of these actions

are contributing to the “Why?” behind customer behaviors.

But that’s still a lot of data coming your way. And even though there are many

customer touchpoints where you have opportunities to listen to your customers,

there are a few key places where the feedback you collect can help you build the

dynamic dataset your business needs to improve the overall customer experience.

From “Big Data” to knowledge

wCustomer touchpoint: Any time a customer (or potential customer) comes in contact with your brand—before, during, or after they purchase something from you

Traditional Big Data are implicit: Data that are observational—the WHAT, WHEN, WHERE, and HOW behind the data (e.g., revenue numbers, web analytics)

The data you can actively collect from customers are explicit: Data that are testimonial—the WHY behind the data (e.g., surveys, focus groups, online reviews)

5Crucial Data for Customer Success |Email to a Colleague

What do your customers really think?

If you work for a large company, you probably have entire teams dedicated to

customer success or customer experience management. And it’s likely your

customer service team is trained to make customers feel valued and supported.

So you may be surprised to learn just how many consumers aren’t willing to give

you the benefit of the doubt: 71% think that large companies don’t go out of

their way to make sure their customers have a great experience.

But if you’re a smaller company, you’re doing much better: 81% think that

most small companies go out of their way to create a great experience for

their customers.

If you’re a large company, how do you win back consumer trust? And if you’re

a small company, how do you live up to consumer expectations?

We surveyed 621 people aged 18 and older using SurveyMonkey Audience to

learn more about their interactions with customer service, their key pain points,

and their overall perceptions of the customer experience.

The people we surveyed represent a balanced sample of typical consumers

in the United States. Of the respondents who took the survey, 62% said they

contacted (or attempted to contact) a company for help with a product or

service they purchased in the past year.

To ensure the quality of our data, we disqualified those who said they had not

contacted a company in the past year from answering questions on customer

service. All of the respondents were asked about their general feelings on

customer loyalty and the customer experience.

When thinking about how large companies treat their customers, which of the following comes closer to your view?

When thinking about how smaller companies treat their customers, which of the following comes closer to your view?

Most large companies don't care about making sure their customers have a great experience

Most large companies go out of their way to make sure their customers have a great experience

Most small companies go out of their way to make sure their customers have a great experience

Most small companies don't care about making sure their customers have a great experience

71%

29%

81%

19%

Find Out What Consumers Think of You

SurveyMonkey Audience connects you with respondents in your target market. Choose from 30+ criteria.

Learn More

6Crucial Data for Customer Success |Email to a Colleague

What you need to know about measuring customer satisfaction

Customer satisfaction has a direct impact on your revenue. In another recent

study on consumer sentiments, we discovered that a whopping 97% of the

consumers we surveyed are likely to tell their friends, family, or coworkers

about a “very good” or “excellent” customer experience.2

If consumers are willing to tell others about their positive customer experience,

imagine how many people are willing to tell others about a bad one.

In order to make sure your customers are satisfied enough to stay loyal to

your company, you’ve got to learn what you’re doing wrong—and what you’re

doing right—before, during, and after they make a purchase from you.

A reliable predictor of success: NPS. To make it easier to measure and track customer

loyalty, the experts at Bain & Company created the Net Promoter® Score (NPS)

which has become the industry standard for understanding customer satisfaction.

Used by companies around the world, NPS has been the subject of numerous

customer experience studies—including those done by Harvard Business Review,

Bain & Company, and Satmetrix—which show that companies who have a high

NPS significantly outperform their peers. And on average, NPS leaders grow

at more than twice the rate of their competitors.3

31

How NPS works

NPS is based on asking customers a single question that has been shown to predict the likelihood of

both repurchase and referral: “How likely is it that you would recommend this company to a friend or

colleague?” First, customers give you a rating on a scale of 0 to 10. Then you classify the responses into

the following categories:

3 0 - 6 = Detractors: Unhappy customers who can hurt your brand through negative word-of-mouth

3 7 - 8 = Passives: Satisfied but indifferent customers who could be swayed by the competition

3 9 - 10 = Promoters: Loyal customers who will keep buying from you and refer others

Your final score is expressed as a whole number from -100 to +100 and indicates how well (or not-so-well)

you’re doing when it comes to customer loyalty and satisfaction. Learn more about NPS

2 “Definitive Proof Great Customer Service Pays Off.” September 2014: http://svy.mk/1GZLIqa3 “The One Number You Need to Grow.” December 2013: http://bit.ly/1EPQJ0I

NPS®, Net Promoter® & Net Promoter® Score are registered trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld.

7Crucial Data for Customer Success |Email to a Colleague

How to use NPS at key customer touchpoints

Even though NPS is just one number, it’s versatile because you’re not asking customers (or potential customers) for more than a few moments of their time. And you

can include an NPS survey at many different touchpoints, including on your website, in your online product, after a customer service or sales interaction, and more.

Inform your product roadmap

62% of the consumers we surveyed say the

number one reason they’re loyal to a specific

company or brand is the quality of the product or

service. Here’s how to use NPS to make targeted

improvements to your product.

After a consumer makes a purchase from your

company, follow up with a survey to find out how

likely they’d be to recommend your product to

others. And if you’re a Software as a Service (SaaS)

company, for example, you can introduce new

features to your product and immediately follow up

with customers to see if they’re reacting positively

(or negatively) to your changes.

Refine and improve your website

78% of the customers we surveyed for this guide

said an easy-to-use website makes them more likely

to shop with a company again. But clicks, time spent

on pages, and whether or not someone makes a

purchase from your site can only tell you so much

about your website’s strengths and weaknesses.

Trigger an NPS survey to pop up within your website

to get real-time feedback from your website visitors.

In addition to getting your NPS, you can also ask

them questions like, “How easy was it to find what

you were looking for on our website?” and “How

visually appealing is our website?” to understand

why they gave you that rating.

Improve your customer service

An even better way track customer success with

NPS is by seeing your ratings from individual

customers right in your Customer Relationship

Management (CRM) platform. This allows your

customer service reps to understand the customer

mindset and follow up accordingly.

For example, trigger automated follow-up emails

via your CRM by asking a customer to rate your

company after a purchase—or after interacting

with customer support or sales. Using NPS, you can

identify and engage those satisfied (or unsatisfied)

customers to either encourage them to be your

biggest brand advocates, or do damage control

by intervening before they leave you.

8Crucial Data for Customer Success |Email to a Colleague

See Your NPS and Salesforce Data Side by SideNow the #1 survey platform and the #1 CRM are integrated. See all of your customer feedback alongside your Salesforce data.

Learn More

Pro tip: Get the “Why?” behind your NPSFinding out your NPS is like taking your temperature—if you’ve got a fever of 101F, that’s good to know. But it’s also important to find out what’s making you sick so you can use the proper medicine to treat your illness. You can get at the “Why?” behind your NPS by asking follow-up questions specific to the rating a customer gives you.

If your customer gives you a poor rating, ask a follow-up question like, “What changes would our company have to make for you to give us a higher rating?”

And if a customer gives you a great rating, you should still ask a follow-up question like, “What does this company do really well?” to find out what you’re doing right so you can keep it up.

How to track your progress over time

An integral part of understanding your success is by repeating your customer

surveys throughout the year to see if you’re dipping above or below your initial

scores.

For example, if your NPS from an initial survey is 23, you’ll want to use the same

survey regularly to understand if the changes you’re making to your product

or service are helping (or hurting) your score.

But your own NPS rating can only tell you how your company is progressing.

To truly understand how well you’re doing, you need to get context for your

results. Namely, you should compare your score against average industry ratings

to see how you stack up against the competition.

Your improvement from a 23 to 35 may seem great, but if similar organizations

are routinely scoring 50 or above, you know you’ve got some work to do.

Learn more about getting NPS industry benchmarks

Using your NPS to measure success

9Crucial Data for Customer Success |Email to a Colleague

Nextdoor is a private social network for neighborhoods that lets people connect

with their neighbors to do things like organize a community crime watch or get

plumber recommendations.

Lindsey Buich, a Product Specialist on Nextdoor’s Neighborhood Operations

Team, leads Nextdoor’s efforts to track customer satisfaction.

“Nextdoor is committed to delighting our members,” says Buich. “Surveys are

the way we track whether we are meeting this commitment and a critical tool

for helping us understand how we can do better.”

Every week, Nextdoor sends an NPS survey to a portion of their user base. They

use the data in the survey to understand their member experience and inform

their product roadmap. Over time, they’ve been able to see the impact of a

feature update on their NPS.

“We learned a huge amount from our NPS survey—from understanding the

'critical mass point' at which Nextdoor becomes truly useful in a neighborhood

to learning how differently Nextdoor members are experiencing the product in

different cities. It’s been a goldmine for insights about the member experience

that is having a major impact on our product roadmap.”

Case study: How NPS helps startup companies stay relevant

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Improving Your Customer-Facing Operations

“We can’t just give people a stack of brand standards and say, ‘Here is how you act every day.’”

- Kerry Bodine, Customer Experience Expert

Part 2:

11Crucial Data for Customer Success |Email to a Colleague

We asked consumers about their biggest pain points when it comes to dealing

with customer service and found that customers’ experiences with service

teams leave a lot to be desired. Here are a few of the numbers that stand out:

3 Of people who contacted customer service in the past year, 46% said that their issue was resolved in a timely manner only about half of the time

3 94% said they were less likely to shop with a particular company if they were faced with unfriendly or rude customer service

3 But customers are more likely to shop with a company again if they receive friendly (89%) and fast (86%) customer service

With the hundreds, if not thousands, of interactions your customer service

representatives are having with customers each week, how can you make sure

that customers are receiving the care that will keep them loyal to your brand?

It’s all about streamlining employee performance management and training—

and making sure teams across the company are communicating customers’

biggest pain points.

Is your support team giving customers five-star service?

Customers aren’t sold on your service

Slow or unresponsive customer service

Unfriendly or rude customer service

They try to sell me something

Customer service doesn't understand my issue

Customer service doesn't resolve my issue to my satisfaction

I have to talk to too many people to resolve my issue

0% 20% 40%30%10%

In your opinion, what is the most frustrating issuewhen dealing with customer service?

1-5 minutes

6-10 minutes

11-20 minutes

21-30 minutes

31-45 minutes

More than 45 minutes

0% 20% 40%30%10%

How long are you willing to spend on the phone, live chat, or email exchanges with customer service?

12Crucial Data for Customer Success |Email to a Colleague

Incentivizing your customer support reps to deliver great service

Hold your customer service reps accountable and help them do an even better

job—without having to look over their shoulders—by sending surveys to each

customer via your CRM following their interaction with one of your service reps.

This is where the NPS question comes in handy. Each of your customer service

reps can have their own NPS so you can get a quick understanding of who

on your team is performing extremely well, and who may be struggling and

needs coaching.

To get at that “Why?” behind each customer service rep’s rating, you should include

specific questions on your customer service rep surveys. Here are few examples:

3 How well did our representative understand your questions and concerns?

3 How well did our representative address your questions and concerns?

3 How much time did it take our representative to address your questions and concerns?

3 Was your issue resolved to your satisfaction?

Scaling service strategy and training

Which of your customer service reps are getting the highest NPS ratings or most

positive feedback from customers? A great way to scale training is to identify

your top performers and ask them to lead by example.

To get a better understanding of what your top performers are doing well, make

sure to include an open-ended question in your customer service follow-up

survey: “Do you have any other questions, comments, or concerns about

your experience with our customer service?”

That way, in addition to finding which of your reps are earning high scores,

you can get feedback in a customer’s own words that highlight your rep’s

key strengths. (Were they polite? Resourceful? Fast?) Plus, you’ll begin to

understand what customers value most when it comes to service from your

company in particular.

13Crucial Data for Customer Success |Email to a Colleague

Engaged employees = happy customers

Numerous studies have shown that a dissatisfied employee is unlikely to provide good customer service or pass vital customer feedback up the chain. Unengaged employees can poison your customer relationships—and the overall customer experience.

In fact, employee disengagement is a bigger problem than most employers realize. One Gallup study found that 70% of American workers are either not engaged or actively disengaged with their jobs.4 Disengagement is a complex issue and can stem from many sources, such as an unclear career path, poor professional relationships, or an unpleasant work environment.

You can find out how engaged (or disengaged) your customer service reps are by collecting feedback with employee surveys. From there, it’s up to you to address these problems and provide employees with the morale and motivation they need to offer customers the best experience.

4“How Employee Engagement Can Improve the Customer Experience.” March 2014: http://svy.mk/1MRnFrW

Learn More

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Customer service knows what kinds of problems your customers encounter

and why they leave. But they also need help from teams across your company,

from product to marketing, to be able to deliver excellent customer support.

So how can you keep information flowing among departments? And how do

you prevent feedback from becoming siloed? Here are some suggestions.

Centralize customer service

This is critical not just for identifying product issues, but for keeping a pulse on

customer demand and expectations. Your customer support reps know which

features confuse users, which ones delight, and why.

Make sure to give your marketers, product managers, and just about anybody

else in the company access to your customer support team and your CRM so

they can take the pulse of customer issues, get product insights, and find out

where they can be making targeted improvements to the customer experience.

Give your customer service team support too

It’s one thing to measure your customer service team’s performance with surveys.

It’s another thing entirely to make sure that they’re up-to-date on your products

and messaging. Get the product and marketing teams to arm the frontlines with

adequate information, at the right frequency, to anticipate customer inquiries.

Product feedback and user research outcomes should be shared in weekly or

monthly syncs between teams to open up the lines of communication.

Enhancing communication across teams

Pro tip: Increase visibility with shadowing

In addition to encouraging your support team to communicate with product teams, you can create opportunities for different teams to observe your customer support reps while they’re on the job. Inevitably, everyone will learn something new—whether that’s gaining a unique perspective, communicating a new solution, finding a new way to sell your product, or discovering a newfound appreciation for someone else’s work.

Work Better Together

Communicate across teams to get the answers your organization needs to make even smarter business decisions.

Learn More

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Case study: Gaining crucial insights into customer satisfaction

Headquartered in Needham, Massachusetts, Enservio is a service that helps

property insurance companies price policies and settle claims. Their customers—

the insurance adjusters themselves—have a choice in service providers. So it’s

important that Enservio stays on top of the satisfaction of adjusters to keep

them coming back.

Dave Pecorella, Senior Product Manager at Enservio, is responsible for making

sure the company’s services are meeting market expectations. Faced with few

resources, he would use proxy information such as cycle time and anecdotal

feedback to understand customer sentiment. “Without focusing on data, our

process sparked debates on what factors were most important, and failed to

indicate if issues were representative of a broader problem,” Pecorella says.

Prior to the release of SurveyMonkey for Salesforce, Enservio’s SurveyMonkey

account was for internal purposes only, and its Salesforce account served

as a contact manager. But after integrating SurveyMonkey with Salesforce,

Enservio can see every contact next to a measurement that indicates how

the quality of services change over time. Pecorella triggers a survey 48 hours

after a customer interaction (with limits in place to avoid survey fatigue). The

survey sticks to three simple questions to encourage high response rates.

Response rates exceed expectations, reaching 14–20% with a third of respondents

completing the open-ended question. “We’re surprised by the results so far,” says

Pecorella. “My assumption was that more people would opt out of the email,

response rates would be below 10%, and most people wouldn’t leave comments.”

Their survey feedback identifies areas for improvement. “We learned that some

adjusters care about cycle time while others would rather wait to get more

accurate valuations,” comments Pecorella. “Faster isn’t better for everyone.”

With regards to technology, “some adjusters are comfortable with the online

platform for sending and receiving information while others prefer fax or email.”

Pecorella and his team now have a direct way to measure the quality of service

and track it over time. To encourage communication and learning across the

organization, he shares the findings with the management and customer

experience teams on a weekly basis to show how the market is receiving the

products. In the future, he plans on having sales and marketing leverage the

survey data in Salesforce to better segment their customer base.

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Optimizing the Customer Experience

“Most unhappy customers generally do not call to complain. They just don’t come back.”

- Dave Pecorella, Senior Product Manager, Enservio

Part 3:

17Crucial Data for Customer Success |Email to a Colleague

You know there’s much more to ensuring a great customer experience than good customer service. The friendliest customer support rep in the world can’t help

you retain your customer base—especially if only a small portion of your customers care enough to call in...or are even able to do so:

You can get feedback on the customer journey at scale. Pay attention to a few

key places to ensure you’re giving customers the attention and care they need—

and then follow up with those customers whether they’re just looking, talking

to sales, interacting with your service reps, or purchasing your product online.

That’s because once you have a customer’s email address, you can send them

surveys via your CRM on any number of topics. All of the feedback you collect

will show up right alongside their profile so your customer-facing ops can add

a personal touch to their service and sales efforts.

Enhancing the customer experience with surveys

In general, how easy or difficult do most companies make it for you to contact their customer service team?

0% 20% 40%30%10%

Very easy

Somewhat easy

Neither easynor difficult

Somewhatdifficult

Very difficult

18Crucial Data for Customer Success |Email to a Colleague

Whether you’re a B2C or B2B business, the sooner you know more about your

customers, the better. This gives context to all of your customer interactions

and gives you the opportunity to upsell when appropriate.

Here are some different types of questions you can ask that’ll inform how your

marketing, customer support, sales, and product teams respond in their efforts

to make the customer experience better:

3 Demographics: These include questions on income, gender, race, education level, age, and marital status.

3 Firmographics: Ask people who work for a business to answer questions like company size, location, and budget, just to name a few. And make sure to find out the person’s job title, company name, and function.

3 Psychographics: Divide your customers into groups based on their lifestyle: their attitudes, values, habits, and opinions.

3 Behavioral: Find out how customers are interacting with your product or service. Ask how often they buy your product, where they make their purchase, and when. Is your product a daily necessity or a luxury for them?

Give your customers a voice

In another study we ran, 40% of consumers said they think organizations pay

only a moderate amount of attention to their feedback.5 We also found:

3 2 out of 3 say they complete at least half the surveys they receive

3 91% prefer to give customer feedback online

3 94% say they give honest feedback very or extremely often

Show customers you’re listening—and give them a way to reach you easily—by

posting feedback surveys to your online channels, emailing customers after they

interact with customer support, posting feedback surveys to your website, and

just surveying periodically to see what you can do to improve.

Getting to know your customers

5 “5 Ways to Get the Survey Data You Want.” March 2014: http://svy.mk/1lifsS6

19Crucial Data for Customer Success |Email to a Colleague

Personalizing customer care

82% of customers say they’re more likely to do business with a company if they

receive personalized customer care. Yes—you read that right. Lots of consumers

will swoon if you add a human touch to your customer service efforts. But it’s

tough to give customers the attention they deserve. That’s why you should be

using surveys to scale how you offer individualized customer service.

Individualize customer care and response

When you integrate your surveys with your CRM, you can get a list of customers

who have very recently given you good or bad satisfaction scores. Your customer

service reps can follow up with the happy customers to get testimonials or

use as case studies. Or get in touch with unhappy customers to turn around

their experience by understanding their issues and providing extra attention.

Automate customer engagement

Have your customer service reps proactively schedule the same satisfaction

survey to be sent to customers every 3 months. And make sure they keep an

eye on the results. (This is where NPS comes in handy—your reps can get a

quick understanding of whether or not a customer’s NPS rating goes up or

down so they can prioritize who they follow up with in their efforts to keep

customers engaged.)

Keep customers current

Have your reps take a look at a customer’s purchase history in your CRM

alongside their feedback. If they notice that a customer’s annual plan is ending

soon, and that they’re generally happy with your product or service, your reps

can use this as a conversation starter, setting your sales team up for success.

Stay on top of upsell opportunities

If a customer is happy with your product and the support they’re receiving,

turn them into a power user. Your reps can offer more robust plans or suggest

that customers talk to sales to upgrade to a more powerful feature. Keeping

a customer happy is one thing. But keeping your customers engaged—and

finding opportunities to upsell just based on feedback—will help you reduce

churn and build a loyal customer base.

Pro tip: Asking increases satisfaction

Research published in the Harvard Business Review found that the act of just asking for customer feedback—in and of itself—is enough to help keep customers satisfied and coming back for more.6 No matter where you’re collecting feedback, make a public effort to reveal key results and show your customers you are making improvements based on their feedback.

6 “Asking for Customer Feedback Improves Customer Retention.” April 2014: http://svy.mk/1iDXqXX

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Case study: Using surveys for more efficient service

GolfNow is a distribution channel that helps more than 8,000 golf courses in North

America, the UK, and Ireland manage bookings for more than 2 million golfers.

A dedicated support team helps the golf courses with a variety of issues like software

installations. Michael Barnes, Director of Salesforce Administration at GolfNow,

oversees Salesforce for the company and looks for opportunities to empower

teams with productivity tools, including SurveyMonkey, for customer feedback.

Before the SurveyMonkey for Salesforce integration, Barnes and his team

were unable to link anonymous surveys with originating cases. “If a customer

didn’t identify himself or herself, we had no way of knowing who completed

which survey. If we received negative feedback, we couldn’t target it to fix a

specific problem. We were left guessing as to where we failed,” says Barnes.

“SurveyMonkey for Salesforce helps us connect two pieces of disparate

databases,” adds “Barnes. “Now we can get intelligence we were never able

to get before, as well as direct information on how our team is performing.”

With SurveyMonkey for Salesforce, GolfNow can quickly share feedback with

agents and address negative feedback. “We know exactly the case it’s related

to, and can reference the call notes to see what happened,” comments Barnes.

“This lets us provide additional follow-up to customers, something we likely

would not have been able to do before.” The company is seeing fast results

from the integration. “We noticed a significant drop in the number of cases

that are left open overnight—down by 85%. It’s a piece of the total puzzle that

tells us how we’re doing overall.”

Tying survey feedback to Salesforce data helps GolfNow see the bigger picture

as well. “We can not only track how we’re performing in individual cases but

also aggregate results to see how agents are performing,” says Barnes. Results

show that agents do great work overall, but when there are shortfalls, the level

of visibility lets management make a difference and tackle issues immediately.

The effects of combining surveys with their CRM are felt across the company,

with more teams looking to use the tool to solve business needs. “Our customer

service branding is now ‘GolfNow Cares,’ adds Barnes. “We want customers

to know we’ll go above and beyond to ensure they have not just a positive

but a great experience.”

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Ensure your customer success and service teams get it right

Now that you know how to pay attention to (and use) the customer data that’s crucial to your business, make your customer success efforts count.

More than 20 million people worldwide and 99% of the Fortune 500 trust SurveyMonkey to help them make better decisions.

Join the successful businesses who are using customer surveys to drive their business strategy and manage customer relationships the smart way.

The Key to Customer Success: Surveys + Your CRM

Now the world’s #1 survey platform and the #1 CRM have joined forces to form

one powerful integration.

Get a complete understanding of your customer experience from start to

finish with SurveyMonkey for Salesforce.

3 Schedule, send, and analyze surveys directly from Salesforce

3 See survey and Salesforce data side by side

3 Track Net Promoter® Score, customer satisfaction—and more!

Learn more about SurveyMonkey for Salesforce

22Crucial Data for Customer Success |Email to a Colleague