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
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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
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