Effective Strategies for

Exceptional CX

Programs

© 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

• Research Background & Methodology

• Key Findings

• 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

State of Customer Experience Research Background

• Goals:

• Understand how organizations perform Customer Experience Analysis and use CX data

• Understand impact of CX programs on company results

• 60-question online survey

• In-depth telephone interviews with 43% of survey respondents

• Outreach timing: June – October 2015

• Outreach to approximately 1,000 individuals

• Feedback from 54 respondents

State of Customer Experience Research Methodology

Poll: Do you have a CX Program in place today?

Key Findings Embodied in Quotes

“My CEO kind of jokes that, 'I just spent a lot of money for you to tell me

something I already knew.' I'm like, 'Yes, but you didn't have it—it wasn't

quantitative. You didn't have a number. You knew it in your gut and you

heard inklings of it, or whispers and, sometimes louder than whispers,

screams of it from different places in the organization. But now you have it

laid out in front of you.’ We know their pain points. We know, and we can

slice it and dice it in a number of different ways. So having the data now

and being able to tell a story [is incredibly helpful].”

—Senior Marketing Manager, Staffing Industry

Finding #1

Customer Experience Benefits Experienced

10%

21%

28%

28%

30%

33%

35%

35%

58%

63%

65%

70%

86%

0% 20% 40% 60% 80% 100%

Other

Improved industry experience

Improved marketing

Improved pricing strategy

Improved upsell/cross-sales process

Improved product innovation

Improved product management

Increased customer retention rates

Improved customer communications

Improved responsiveness

Identified best practices

Improved customer service/support

Improved understanding of cust needs

n = 43

Unexpected Benefits of Customer Experience Programs

• Quantification of customer feedback

• Benefits to broader audience

• Benchmark against competitors

• Understanding data cleanliness

“Probably one of the [best practices we believe

in] is being pretty open with any of the results

and feedback and, really, to provide that as

widely as possible within the company.”

– VP, Customer Operations, Technology Industry

Finding #2

Access to Customer Experience Information

28%

74%

60%

81%

65%

79%

49%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Other

Marketing

Product management

Executive management

Account Manager(s)

Salesmanagement/leadership

Sales support/enablement

n = 43

• SharePoint

• Internal website

• Internal groups

• Online portals

• Discovery sessions

• In-person discussion session

Suggestions for Sharing CX Information Broadly

“Surveys to me seem so overdone. I'm not

saying that they're not valuable, because they

are, and I even respond to them myself because

I think they are valuable. But in order for us to

get a real pulse of our customers and to

understand them, I'm starting on the qualitative

side.”

—Chief Experience Officer, Healthcare Industry

Finding #3

Customer Experience Data being Collected

0% 2%

95%

2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

We collect only open-ended(qualitative) feedback

We collect only close-ended(quantitative) feedback (e.g.

performance ratings, importancerankings, etc.)

We collect both open-ended andclose-ended feedback

Unsure

n = 43

Customer Experience Open-Ended Feedback

2%

85%

59%

49%

0% 20% 40% 60% 80% 100%

Other

We gather open-ended feedback via anelectronic survey

We gather open-ended feedback via a phonecall

We gather open-ended feedback via an in-person visit

n = 41

Collection Methodologies Advantages and Disadvantages

Advantages Disadvantages

Online Surveys • Efficient • No probing • Responses can be

confusing, contradictory

On-site Visits • Shows customers you care

• Conversations not recorded

• Account teams may be defensive

Phone Interviews • Probing Questions

• Recorded

• Scheduling logistics • Cannot read body

language

“I’m embracing every possible opportunity to get

in front of customers to get a better snapshot

than what we historically had.”

—Chief Experience Officer, Healthcare Industry

Finding #4

CX Data Sentiment

6%

2%

6%

0%

43%

44%

0% 10% 20% 30% 40% 50%

I'm not sure if I have enough Customer Experiencedata

I don't need access to Customer Experience data

I don't have access to any Customer Experience data

I have too much Customer Experience data

I need more Customer Experience data

I have enough Customer Experience data

n = 54

CX Data Sentiment: Segmented

0%

0%

20%

0%

70%

10%

7%

2%

2%

0%

36%

52%

0% 10% 20% 30% 40% 50% 60% 70% 80%

I'm not sure if I have enough Customer Experience data

I don't need access to Customer Experience data

I don't have access to any Customer Experience data

I have too much Customer Experience data

I need more Customer Experience data

I have enough Customer Experience data

CX Program (n = 44) No CX Program/Unsure (n = 10) n = 54

“In general, I think Customer Experience is hard.

When you have a traditional marketing

organization and they just want to do surveys,

it’s almost like they’re afraid to talk to customers

and they don’t have a relationship with

customers.”

—Chief Experience Officer, Healthcare Industry

Finding #5

Annual Customer Retention Rate Improvements

20%

0%

27%

0% 0%

53%

0%

10%

20%

30%

40%

50%

60%

1-5 % 6-10% 11-20% 21-50% More than 50% Unsure

n = 15

“In general, I think Customer Experience is hard.

When you have a traditional marketing

organization and they just want to do surveys,

it’s almost like they’re afraid to talk to

customers and they don’t have a relationship

with customers.”

—Chief Experience Officer, Healthcare Industry

Finding #5 (cont.)

Conclusions & Recommendations

• Get support from senior executives

• Engage employees

• Institute closed feedback loops

• Create repeatable processes for fast follow up

• Consider debriefing/discovery sessions

• Implement customer journey mapping

• Take incremental steps

• Don’t get “hung up” on numbers