CX Demo

Author: Franz Malten Buemann

  • Build Your Customer-First Foundation, Align Your Team, and Unite the C-Suite with Data-Backed Insights

    As many of us continue to work from home and shift working styles due to the pandemic, I’ve been interviewing practitioners and thought leaders about how we can adapt and continue to show up as our best selves in our roles. To that end, I want to share with you my recent interview with Camille Harrison, the SVP & COO of Guidewell Commercial Market, and Guidewell Innovation. Guidewell is the parent company of Florida Blue. Camille shared with our audience her insights and advice for experience leaders in the healthcare and insurance industries.
    Some of the quotes have been lightly edited for clarity.

    Camille is in the insurance industry where she works with multiple customer segments, so there are a lot of moving parts to her work. During our conversation, Camille and I discuss the importance of not “boiling the ocean” when it comes to implementing change, and Camille shares some of the techniques she’s used to unite folks across her organization, including the C-Suite, in order to move the customer-first work forward.
    The Foundation of Your Work Will Give You the Opportunities to do the “Cool” Work Later on

    Camille explains that it’s important to focus on the foundation. She shares that she and her team started by pulling together all of their insights and analytics so they could have a solid place to build upon. She says that once you’ve got your foundation in place, you have to start sharing the deeper knowledge with your team so everyone can understand what’s happening.

    We spend a lot of time making sure that the whole organization can see the impact of their work, as opposed to being limited to the centralized group of people who are experts at it. So we spent a lot of time knowledge sharing, and really making sure people understood what was happening environmentally.

    We don’t just build an action plan in a vacuum. We go to the people who are actually responsible for that business process. And they help us understand our insights. Because our insights are just words on a page, but we bring them to life when talking to experts in that space. So you’re co-developing solutions, and then you bring in the customer and say, here’s what we think we heard, right? Will this work for you and your customers?”

    We spend a lot of time making sure that the whole organization can see the impact of their work, as opposed to being limited to the centralized group of people who are experts at it. —Camille Harrison, @_GuideWellClick To Tweet

    Create a Center of Excellence

    Camille shares that with the support of Guidewell’s new VP, her team was able to create a center of excellence:
    We spent a lot of time building foundational capabilities to really listen to customers […] I mean, that is how, frankly, we unite the C suite, right? Because data is uniting right? Insights are widening that people understand what’s driving satisfaction and not. And we’re able to build plans around that in order to drive the outcome of the change that we want.”
    She also shares this important message about their journey to being customer-focused:
    We found that we were building our business rules and practices around our business objectives rather than the customer’s journey and their expectation. So when we realized that, we took a step back, and we identified six priority journeys. […] Now we orchestrate our business process around the journey or the objectives they’re trying to meet. So it’s really just a pivot and how you’re looking at the same set of problems. But you’re thinking about it and you’re solving from the customer’s vantage point, and you’re leveraging your relationship with the customer to do it.”

    Now we orchestrate our business process around the (customer) journey or the objectives they’re trying to meet. —Camille Harrison, @_GuideWell Click To Tweet

    The Whole Organization Must be Aligned with the Expectations

    Camille shares that now that Guidewell has developed its customer-first focus, both the C-Suite and the organization are aligning with the expectations.
    When it comes to engaging the C-suite in order to get movement going, she shares the following:

    Come with data, come with information, not opinions, because you can opine all day long about what you think the issues and the opportunities are, but when you can bring very specific actionable items forward, you’re going to get an invitation to the Party every single time. Make sure that you have it in a way that’s consumable, repeatable, and sustainable.”
     
    You can’t bring one report and think that you’ve sold you know, your C suite that this is these are the action, there’s got to be consistent, a pattern of bringing information forward to be able to to really drive the results that you need. Make sure you’re having a conversation deeper in the organization where the work happens.”

    Have you been keeping up with me on my LinkedIn Live conversations? If not, what are you waiting for? I encourage you to follow me on LinkedIn so you can watch more interviews with industry top leaders, and if you don’t already follow my podcast, click on the link to get new episodes delivered right to your inbox!

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    The post Build Your Customer-First Foundation, Align Your Team, and Unite the C-Suite with Data-Backed Insights appeared first on Customer Bliss.

  • Introducing Campaign Home from Adobe Advertising Cloud – The Connection: Episode 5

  • 3 Ways To Evolve The Customer Experience For Midsize Companies

    Most people can appreciate how companies are pivoting quickly to meet current demands. But behind the scenes is data and the predictive analytics that provide the insights needed to help ensure customer experiences are perfectly aligned with customer value, preferences, and needs. What does a data-driven, medium-size company look like? Here are three potential scenarios that I believe are potentially transformational.
    Raising the personalization bar to meet customer expectations
    Everything revolves around the holistic view of the customer
    Freedom of choice brings experiences that customers trust
    Staying competitive against large companies requires medium-size businesses to create experiences driven by data. With the right technologies, that information can be translated into the convenient channels, fast delivery, and high-quality products and services that customers demand now and will expect in the years ahead. Full Article: https://www.forbes.com/sites/sap/2020/10/22/3-ways-to-evolve-the-customer-experience-for-midsize-companies/#59bdabbf4b28
    submitted by /u/vesuvitas [link] [comments]

  • [New feature] CRM Analytics Dashboard with deep view of contacts database, segmentation and conversion funnels.

     

     

    The beating heart of our CDP is the extensive base of contacts that you can perform many distinct actions on – after all, what’s the point of advanced marketing solutions if you don’t have a way to effectively analyze your contacts base in preparation to subject them to specific campaigns? For this reason, we’ve streamlined the CRM part of our system so that it includes all the contact information necessary for advanced campaign analytics, with all the contacts information right at your fingertips.

     

    The CRM Analytics Dashboard allows you to investigate the growth and health of your customer base and their activity over time, which tells you exactly which of your contacts remain active and which haven’t been active for a while. With it, you can clearly see the purchasing activity of your contacts, specific funnels they’ve been assigned to, and went through, and keep up with customers that have lapsed in their activity to plan special campaigns, and by using the eCommerce Funnel, you’ll be able to view the current transactional activity of your contacts and assess their sales potential. The Dashboard will display to you the most important segments of your userbase, the most numerous ones, the most active ones, the ones converting the leads most effectively, the kind that you should focus on while they’re showing great interest and activity.

     

    You can also take a far-out view of your database and see how your metrics changed over time as a result of your past and ongoing campaigns. This allows you to run more tests and establish which actions, performed on which segments of your user base, and at what time, were the most effective.

     

    In the new CRM Dashboard, you’ll be able to:

     

    Analyze the growth, health, and engagement of your contacts’ database in the transparent CRM Dashboard
    Use eCommerce Funnel chart to display the current transactional activity of your contacts and evaluate your sales potential
    Access the information on the customer segmentation based on the time since their last purchase  to track the number of active, expiring, old or inactive customers and the change of their quantities in time
    Display the list of the most numerous customer segments in your database
    Oversee the progress of leads transferred between different stages of your sales funnels
    Use a quick view of your hottest and newest contacts to check easily who you should contact in the first place.
    Compare how your contacts database changes in a specific time and analyze how you can improve your lead generation strategy.

     

    How to start using the CRM Dashboard

     

    This feature has been implemented as a core part of the CRM section of our system, meaning it is now available for all users of our system whenever you enter the CRM tab. It contains predefined charts containing a wide range of important values pertaining to your contacts base, which you can customize by specifying dates to see a wide picture of your campaigns or to focus on a short period of time to see exactly what happened there.

     

    These charts are intuitive and flexible, providing you with a wealth of information to review before you have to run advanced analysis to get detailed reports. They provide a great place to start and will immediately alert you both to the presence of potentially problematic spots or gaps in the activity of your contacts, as well as to moments of greatest campaigns’ effectiveness.

    marketing automation

    marketing automation

  • Salesforce Einstein Call Coaching Deeper Dive

    Einstein Call Coaching gives users insights and trends from sales calls – taking the rich fabric of a conversation and splicing it into key moments. Never before have sales managers and reps been able to analyse their conversations like this – at scale and at… Read More
    The post Salesforce Einstein Call Coaching Deeper Dive appeared first on Salesforce Ben.

  • What are Cross Filters in Salesforce Reporting?

    When filtering reports, sometimes you want to retrieve records with or without other related records, but have no need for the related objects fields or data. A typical use case is to identify a record WITHOUT another related record, sometimes described as an exception report.… Read More
    The post What are Cross Filters in Salesforce Reporting? appeared first on Salesforce Ben.

  • Education Cloud Consultant Certification Guide & Tips

    Mid-level 3 years Administrator 200 Table of Contents Education Cloud Consultant Introduction The Salesforce Education Cloud Consultant certification exam is one of the newer Salesforce certifications that specializes in a certain industry: Higher Education. The exam covers the Education Data Architecture (EDA), Salesforce Advisor Link,… Read More
    The post Education Cloud Consultant Certification Guide & Tips appeared first on Salesforce Ben.

  • 7 Different Ways You Can Use Customer Surveys

    Businesses thrive on customer insights. Our customers are our best resources for helping understand the experience we’re offering, in turn, illustrating what we can do better and how we can gain a competitive edge in our industry. Their insights also help us hone in on exactly what leads are looking for, producing lots of useful…
    The post 7 Different Ways You Can Use Customer Surveys appeared first on Benchmarkemail.

  • Customer Happiness | 4 Tips to Measure What Truly Matters

    Do you want happy customers? 
    Of course, you do. No business wants unhappy customers. But how do you know they’re happy? Repeat business isn’t necessarily a sign of happiness, as proved by the concept of customers as hostages (when customers don’t want to buy from you, but feel like they don’t have a choice.) 
    Is it, in fact, even possible to measure happiness? 
    Every year the United Nations publishes its World Happiness Report, ranking the planet’s countries in order of the happiness of its citizens. (The happiest nation is Finland, for the fourth year running.) 
    Sounds like a tough gig, but the metrics used by the UN are actually easy to understand and clearly relate to how happy people are: life expectancy, corruption, levels of anti-depressant use, and so on. 
    So what if we could do something similar with our customers, and create a marketing equivalent of the World Happiness Report to find out how happy they are with our services?
    1. Stop measuring the wrong things
    This would be distinct from, and hopefully more useful than, the traditional indicators of success. Metrics such as how many users visit your site, the conversion rate, and the basket size are important but they’re missing something.
    They can’t tell you how the customer is feeling. Because they’re all about your business, not the customer. 
    Instead, we need to think about engagement and satisfaction. Both are much talked about and sought after but rarely measured properly or even understood that well. Even when a brand has an active social media presence, making it easier to judge how engaged your audience is, marketers sometimes miss the point. 
    2. Engagement is about more than numbers
    It’s often assumed that a high number of followers automatically means you’re doing something right and, while that’s not untrue, it doesn’t mean you’re engaging people. Or that they’re satisfied. 
    You might have 500,000 followers but if most of them aren’t liking, sharing or commenting then they’re not engaged. Conversely, if you have 50,000 followers and half of them are engaging, they’re worth more. If they are engaged, chances are there is at least some interest in what you do, which is half the battle won.
    There is the question of assessing the sentiments behind engagement. Assessing if people are happy has a problem because people are more likely to express a negative sentiment than a positive one, so negativity tends to be over-represented. 
    Complaining about a bad experience seems easier than being complimentary about a good one. Complaining is an expression of frustration and a means of retaliating. But being nice? There’s not much in it for the customer. 
    3. Just ask what they’re thinking
    The best way of encouraging positive feedback is to just ask for it – or rather, ask for feedback. People need prompting to make the effort but it doesn’t need to be complicated – long surveys are arduous and boring for the customer – so keep it to something simple, like a post-purchase SMS. 
    And while the Net Promoter Score (NPS) is used everywhere, in an age when how people interact with and recommend brand has changed significantly since its inception in 2013, perhaps its days are numbered. Better to use questions that are specifically tailored to your business and customers, and less open to interpretation than NPS’s scale of 1-10. 
    Using a Customer Satisfaction Score (CSAT) is common practice, but its success is not just about finding out what a customer thinks. It’s about taking action if things aren’t right.  
    4. When things go wrong, fix them
    If there’s something wrong, follow it up. “How did we do today” messages are ubiquitous but they’re worthless if the responses are not followed up. Learning what a brand is doing wrong is as important as understanding what it’s doing right. 
    What makes someone happy is often perceived as being subjective, and therefore difficult to measure. But when it comes to customer experience, it’s not hard to work out what makes people happy. 
    Good service, complaint resolution, solving problems – they’re all a lot simpler to quantify than levels of corruption in society and anti-depressant use. If it’s possible to figure which is the happiest country on Earth, it’s possible to work out if your customers are happy.
    The post Customer Happiness | 4 Tips to Measure What Truly Matters appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

  • Customer Happiness | 4 Tips to Measure What Truly Matters

    Do you want happy customers? 
    Of course, you do. No business wants unhappy customers. But how do you know they’re happy? Repeat business isn’t necessarily a sign of happiness, as proved by the concept of customers as hostages (when customers don’t want to buy from you, but feel like they don’t have a choice.) 
    Is it, in fact, even possible to measure happiness? 
    Every year the United Nations publishes its World Happiness Report, ranking the planet’s countries in order of the happiness of its citizens. (The happiest nation is Finland, for the fourth year running.) 
    Sounds like a tough gig, but the metrics used by the UN are actually easy to understand and clearly relate to how happy people are: life expectancy, corruption, levels of anti-depressant use, and so on. 
    So what if we could do something similar with our customers, and create a marketing equivalent of the World Happiness Report to find out how happy they are with our services?
    1. Stop measuring the wrong things
    This would be distinct from, and hopefully more useful than, the traditional indicators of success. Metrics such as how many users visit your site, the conversion rate, and the basket size are important but they’re missing something.
    They can’t tell you how the customer is feeling. Because they’re all about your business, not the customer. 
    Instead, we need to think about engagement and satisfaction. Both are much talked about and sought after but rarely measured properly or even understood that well. Even when a brand has an active social media presence, making it easier to judge how engaged your audience is, marketers sometimes miss the point. 
    2. Engagement is about more than numbers
    It’s often assumed that a high number of followers automatically means you’re doing something right and, while that’s not untrue, it doesn’t mean you’re engaging people. Or that they’re satisfied. 
    You might have 500,000 followers but if most of them aren’t liking, sharing or commenting then they’re not engaged. Conversely, if you have 50,000 followers and half of them are engaging, they’re worth more. If they are engaged, chances are there is at least some interest in what you do, which is half the battle won.
    There is the question of assessing the sentiments behind engagement. Assessing if people are happy has a problem because people are more likely to express a negative sentiment than a positive one, so negativity tends to be over-represented. 
    Complaining about a bad experience seems easier than being complimentary about a good one. Complaining is an expression of frustration and a means of retaliating. But being nice? There’s not much in it for the customer. 
    3. Just ask what they’re thinking
    The best way of encouraging positive feedback is to just ask for it – or rather, ask for feedback. People need prompting to make the effort but it doesn’t need to be complicated – long surveys are arduous and boring for the customer – so keep it to something simple, like a post-purchase SMS. 
    And while the Net Promoter Score (NPS) is used everywhere, in an age when how people interact with and recommend brand has changed significantly since its inception in 2013, perhaps its days are numbered. Better to use questions that are specifically tailored to your business and customers, and less open to interpretation than NPS’s scale of 1-10. 
    Using a Customer Satisfaction Score (CSAT) is common practice, but its success is not just about finding out what a customer thinks. It’s about taking action if things aren’t right.  
    4. When things go wrong, fix them
    If there’s something wrong, follow it up. “How did we do today” messages are ubiquitous but they’re worthless if the responses are not followed up. Learning what a brand is doing wrong is as important as understanding what it’s doing right. 
    What makes someone happy is often perceived as being subjective, and therefore difficult to measure. But when it comes to customer experience, it’s not hard to work out what makes people happy. 
    Good service, complaint resolution, solving problems – they’re all a lot simpler to quantify than levels of corruption in society and anti-depressant use. If it’s possible to figure which is the happiest country on Earth, it’s possible to work out if your customers are happy.
    The post Customer Happiness | 4 Tips to Measure What Truly Matters appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.