OUR CUSTOMERS, OUR HEROES - DRIVING CUSTOMER ENGAGEMENT TO IMPACT THE BOTTOM LINE
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Nicole Granucci Head of Global Customer Marketing, Genesys
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OUR CUSTOMERS, OUR HEROES - DRIVING CUSTOMER ENGAGEMENT TO IMPACT THE BOTTOM LINE
- 1. Nicole Granucci Head of Global Customer Marketing, Genesys 1
- 2. 2© 2016, Genesys Telecommunications Laboratories, Inc. All rights reserved. OUR CUSTOMERS, OUR HEROES DRIVING CUSTOMER ENGAGEMENT TO IMPACT THE BOTTOM LINE NICOLE GRANUCCI GLOBAL HEAD OF CUSTOMER MARKETING GENESYS
- 3. 3 A LITTLE ABOUT ME #advocacyadv
- 4. 4 THROWBACK TUESDAY: MY FIRST ADVOCACY MOMENTS
- 5. 5 THE TECH OF MY CAREER…EVOLUTION OF “WOM”
- 6. 666 GCAP: THE GENESYS CUSTOMER ADVOCACY PROGRAM #advocacyadv
- 7. 777 GCAP EVOLUTION 2014 2015 2016 2017 #advocacyadv
- 8. 888 WHY CUSTOMER ENGAGEMENT FOR GENESYS? #advocacyadv
- 9. 999 2014 – GCAP 2.0 • GCAP moved from manual excel spreadsheet to Reference Edge/ SFDC • Momentum was on enrollment 400 companies in 6 months • Reward centered around a golden ticket to our premier conference, G-Force • All advocacy asks went through the field – slow and limited commitments and long approval times • Manual point assignments in SFDC • Limited reward catalog and limited engagement Relaunch Results: Gaps/Opportunities: Influitive Identified as vendor #advocacyadv
- 10. 101010 2015 – GCAP HUB BETA: GCAP GAMIFIED • Enrollment • No way to track individual/persona engagement Wins:Concerns: Influitive Beta Launched 6/1/15 (50 people than full contact rollout) • Cross Functional Buy – In • Account to Contact Level • Leaderboard Pride Took Off ? ✓ 20% Hub Enrollment; 12% Engagement ✓ Only 10% Gift Card Redemption Rate ✓ Point of Reference Integration Begins #advocacyadv
- 11. 111111 2016 – GCAP 3.0 New Launch: ✓ Branding with Rewards Catalogue ✓ Reference Program Launch ✓ Ungated – Removal of Enrollment Barriers ✓ Internal training/buy-in success Wins: GCAP 3.0 Launch 3/1/16 Concerns: • Point valuation system: ✓ Equitable • Transparent • Integrated within legacy Platform • Hub enrollment barriers (double enrollment required) ? ✓ Integration ✓ New Point Valuation System #advocacyadv
- 12. 121212 2016 – KEY GCAP 3.0 RESULTS TO DATE ◉ 29% Member Engagement/Brand Influence (FROM HUB) ◉ 2,200 Acts of Advocacy Completed: Increased 32% from program inception (FROM HUB) ◉ 13% of total Genesys bookings have been driven by GCAP advocacy activities (FROM SFDC) Ability to Measure Member Engagement/Business Impact for the First Time #advocacyadv
- 14. 141414 FUN: MEET THE TEAM #advocacyadv
- 15. 151515 DRIVING BRAND HEALTH: G2 CROWD REVIEWS #advocacyadv
- 17. 171717 OUR CUSTOMERS LOVE THE NEW GCAP 1. It’s Fun! 1. It’s Competitive! 1. It’s Informative! 1. It has Real Value! 1. It’s Easy! “The activities are various and encourage competition between members of the hub” “It spreads your culture in a good way! Love it.” “Fast, simple, addictive” “It's fun and something different during a working day” “It keeps me engaged” ”Feedback survey are useful. Provides an insight of your customers needs.” #advocacyadv
- 18. 18 GENESYS LOVES THE NEW GCAP 1.Brand Building 2.Brand Amplification 3.Time Saved