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How athenahealth Listens to Customers with Surveys and Salesforce


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If you’re not integrating your survey program with Salesforce, you’re missing the chance to infuse key customer data into Salesforce and strengthen customer relationships. Join us as we showcase how leading brands are integrating their feedback programs with Salesforce to monitor key metrics like Net Promoter Score and customer satisfaction, improve customer experiences, and boost loyalty. We’ll be joined by Macy Howarth, a leader on athenahealth’s Customer Success team, to talk about how they structure their Voice of the Customer program and leverage customer feedback to create change in their organization. You will walk away with a blueprint for your own integrated feedback program.

Published in: Software
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How athenahealth Listens to Customers with Surveys and Salesforce

  1. 1. How athenahealth Listens to Customers with Surveys and Salesforce
  2. 2. Maura Rivera Director, Product Marketing Macy Howarth Executive Director, Customer Intelligence
  3. 3. of customers will stop doing business with a brand after one bad experience. 32% Customer experience (CX) is more important than ever Focusing on the customer experience may be the single most important investment a company can make. Source: Future of CX Report, PWC
  4. 4. $136.8 billion the amount of money companies lose per year because of poor CX
  5. 5. What if you knew the moment your customer had a poor experience?
  6. 6. What if you could immediately intervene and make things right?
  7. 7. An integrated, actionable feedback program is the foundation of a strong CX and the key to fighting churn
  8. 8. Traditional survey tools don’t work Surveys offer an outdated user experience and are delivered on the wrong channel and out of context. Plus data is siloed from your CRM, making it impossible to take action.
  9. 9. Introducing GetFeedback for Salesforce Capture the voice of the customer with sleek, omnichannel surveys. Put real-time CX data in Salesforce. Take immediate action on feedback.
  10. 10. Four steps to building an effective feedback program DESIGN DISTRIBUTE INTEGRATE ACT Craft sleek, personalized surveys that asks the right questions Build workflows and choose the channels that work for your customers Map real-time response data into Salesforce Analyze data and implement 1:1 and 1:many change Title Account Name CSAT Score Manager Apex Inc. 2 Account Owner Account Rollup CSAT Score Dan Harrison 4.3 Priority Case Number CSAT Score Medium 00001123 2 Name Related To Lauren Mitters 00489124 Thanks for contacting the Sun Basket support team! How was your experience?
  11. 11. DESIGN Greet customers with an effortless survey experience
  12. 12. DISTRIBUTE Distribute surveys across any channel
  13. 13. INTEGRATE Map real-time feedback into Salesforce Put feedback data where you need it in Salesforce and have a truly 360-degree view of the customer. Integrate
  14. 14. 1:1 ACTION Immediately follow up with at-risk accounts Alert stakeholders of at-risk accounts and create tasks to ensure prompt follow up. Turn any negative experience into a positive one and boost customer retention. 66% more likely to re-purchase if complaints are quickly addressed Source: Service America
  15. 15. 1:MANY ACTION Develop internal and external programs to influence change Scale your action plan by communicating feedback throughout your organization and building programs to convert detractors and nurture promoters. INTERNAL VOICE OF THE CUSTOMER PROGRAM: Communicate findings within company and adjust: ● Product roadmap ● Support channels ● Pricing DETRACTOR PLAN: Develop programs that will convert promoters: ● Quarterly business reviews ● White-glove customer support ● Discounting and promotions PROMOTER PLAN: Shine a spotlight on champions: ● 5-star reviews ● Customer stories ● Advisory council
  16. 16. 25% higher revenue Real-time CX data in Salesforce and a strong action plan directly impact CSAT. A modest improvement in CSAT can yield Source: The Temkin Group
  17. 17. SALES Give your sales team the power to close more deals with closed-lost insights. Use GetFeedback alongside any Salesforce product SERVICE Enhance your customer service and field service lightning platforms with real-time feedback. MARKETING Understand the customer journey and deliver more personalized experiences. PARDOT Bring the voice of the customer into Pardot and drive smarter marketing automation. COMMUNITIES Create an ongoing dialogue within your forums, portals, and knowledge articles. ANALYTICS Fuel your Einstein predictive engine with the most critical dataset: customer feedback.
  18. 18. Prospect visits website Customer makes a purchase Customer is onboarded Customer chats with support Customer renews product Measure the Voice of the Customer at key touchpoints in the customer journey
  19. 19. DEMO
  20. 20. Executive Director, Customer Intelligence MACY HOWARTH
  21. 21. 21 Measuring the Customer Experience Voice of the Customer Program Overview
  22. 22. 22 athenahealth lacked a central mechanism to measure our customers’ experience Call Center Agents identify trends from common customer complaints. Client feedback (from multiple touch points) is intentionally collected and surfaced to key decision makers. Feedback is prioritized and integrated into planning processes and aligned to key stages of the customer journey. 2013 – 2015 Focus on Reducing Call Volume 2016 Voice of the Customer Capability Piloted 2017/18 Voice of the Customer Capability Codified and Integrated Into the Planning Cycle Year Maturity
  23. 23. 23 The Voice of the Customer program is athena’s source of truth for customer satisfaction and a primary source for growth opportunities Our mission is for our customers to experience athena products and services that are informed by their voice. Gather feedback from our clients through multiple channels Deliver client feedback to product teams, operational teams, and Senior Leadership to drive changes in products and services that improve our customers’ experience Coordinate communications back to our clients to close the loop on upcoming enhancements and/or rationale for existing product functionality Company Facts: Provider of cloud-based services for medical practices and health systems. $300M Revenue (Q1’17) with over 520K users on the network (from over 1000 clients/buyers). NASDAQ: ATHN THREE-TIERED APPROACH Tip: This last step can often be an afterthought. Your customers and client facing teams are empowered by this feedback loop. 1 2 3
  24. 24. 24 Customer feedback forms the foundation of our program and guides the development of a quarterly set of customer success priorities Commercial Priorities Organized By Product, Platform, and Customer Service and Support Themes On a quarterly basis, we analyze and ID trends across a variety of direct/ indirect customer feedback data sources. QUARTERLY CUSTOMER FEEDBACK COLLECTION & ANALYSIS We prioritize trends using a weighted score based on the degree to which they show up in multiple sources. Support Cases Customer Churn Customer Surveys (NPS, Release Sentiment) Customer Proposed Product Idea Employee Provided Product Gaps Customer Escalations
  25. 25. 25 We needed a customer feedback platform and strategy that was integrated, intuitive, and scalable Lack of Integration We lacked the ability to optimize our survey data and correlate it to our other feedback on athena’s CRM (Salesforce) platform. Lack of Intuitive, User Friendly Survey Interfaces We lacked an easy and effortless customer feedback interface. Lack of Scalability Across Multiple Channels We relied too heavily on phone based survey administration (to drive up response rates) at the expense of email and in-application administration. Customer Feedback Survey Challenges...And Opportunities
  26. 26. 26 Today, our survey program collects meaningful, diagnostic feedback across our diverse customer base EXAMPLE 1 Client “Buyer” Net Promoter Score Survey OVERVIEW SURVEY Customer Loyalty Survey DISTRIBUTION All Clients Surveyed 2x/year via Email RESULTS HIGHER RESPONSE RATES 143% higher response rate after switching in 2017. We now consistently achieve over 40% response rate each month with follow-up for non-responders. SALESFORCE IMPACT As a result of the integration, we can marry the feedback data with other service and support data to better understand the holistic customer experience.
  27. 27. 27 We also surface a survey to all end users in our athenaNet application to collect and correlate relationship feedback EXAMPLE 2 User Net Promoter Score Survey OVERVIEW SURVEY Customer Loyalty Survey DISTRIBUTION All Users Surveyed Annually via In-App Lightbox VOLUME >5000 respondents per month RESULTS HIGHER RESPONSE RATES 400% uplift in response rates in 2017. In 2019 we’ve achieved a 28% response rate YTD with 1 follow-up email. SALESFORCE IMPACT We now can analyze the relationship between user experience and business metrics.
  28. 28. 28 Our post release surveys allow us to gauge customer sentiment at a critical “moment of truth“ in their lifecycle EXAMPLE 3 Release Sentiment Survey OVERVIEW SURVEY Release sentiment survey used to gauge feedback on the releases VOLUME 200k users surveyed per year via in-app lightbox RESULTS HIGHER RESPONSE RATES 29% uplift in response rates since 2017 SALESFORCE IMPACT We now can marry the feedback data with other service and support data to better understand the holistic customer experience.
  29. 29. Maura Rivera Director, Product Marketing Macy Howarth Executive Director, Customer Intelligence Q&A
  30. 30. Stop by our booth or sign up for a free trial to start bringing CX data into Salesforce today! |