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Voice of the Customer: The Key to Winning In Tech Sales with N3, CallMiner and SiriusDecisions

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Join CallMiner, N3, and special guest SiriusDecisions as we explore Voice-of-the-Customer technologies that help you understand and quickly adjust to the rapidly changing marketplace dynamics. Through this webinar, you will learn how to:

-Gain a scientific understanding of your customers to help drive and optimize future conversations
-Develop a dynamic, customer-centric approach to gathering, mining, analyzing and interpreting customer input and
-Use customer insights and sentiments to sell more technology and beat your competition

Published in: Technology
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Voice of the Customer: The Key to Winning In Tech Sales with N3, CallMiner and SiriusDecisions

  1. 1. © No part or process to be used without permission. 2
  2. 2. © No part or process to be used without permission. 3
  3. 3. © No part or process to be used without permission. 4
  4. 4. © No part or process to be used without permission. 5
  5. 5. © No part or process to be used without permission. 6 ? ! ? !
  6. 6. © No part or process to be used without permission. 7 Sales Reps
  7. 7. © No part or process to be used without permission. 8 Action Insight Reaction Insight Action InsightReaction
  8. 8. © 2014 SiriusDecisions. All Rights Reserved 10 Toward The Golden Rule Of B-to-B Lead Development We recently asked an audience of marketing and sales professionals if they would prefer an email or a phone call as an intro from a new vendor. Nearly 80% said email. We have met the enemy and it is us.
  9. 9. © 2014 SiriusDecisions. All Rights Reserved 11 Only do unto others, the type of teleprospecting you would have done to yourself. Toward The Golden Rule Of B-to-B Lead Development
  10. 10. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 12 Management The Eight-Factor Model of Lead Development The most effective lead development organisations optimize around the eight key disciplines that comprise the function. Job Design Measurement DevelopmentSelection Culture TargetsExecution
  11. 11. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 13 The Eight-Factor Model of Lead Development To produce consistently excellent interactions, organizations must embed a culture of genuine connection in strong execution and measurement practices Measurement Culture Execution
  12. 12. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 14 The Eight-Factor Model of Lead Development To produce consistently excellent interactions, organizations must embed a culture of genuine connection in strong execution and measurement practices Execution How are representatives enabled to have great conversations – genuine dialogs – with prospects?
  13. 13. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 15 Execution – Call Quality Closely managing call quality is not about scripting or micro-managing, but about ensuring the execution of best practices as often as possible. Not cloning, but finding out what matters and doing that as well as possible Use what you learn from “Great Conversations” program
  14. 14. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 16 Prioritizing Call Quality Emphasis in call execution should be on working with gatekeepers and gaining permission to have a dialogue with the key players. 16 • Communicate value • Qualify opportunity • Position appropriate next stepHandle objections/questions Work with gatekeepers
  15. 15. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 17 The Eight-Factor Model of Lead Development To produce consistently excellent interactions, organizations must embed a culture of genuine connection in strong execution and measurement practices Culture Culture includes the organizational values, visions, norms, working language, systems, symbols, beliefs and habits. Do formal and informal recognition & reward systems encourage great customer experiences?
  16. 16. © 2014 SiriusDecisions. All Rights Reserved 18 What Is Culture (and why should I care)?
  17. 17. © 2014 SiriusDecisions. All Rights Reserved 19 What Is Culture (and why should I care)? Leaders Leader actions/ behaviors What leaders pay attention to What is rewarded/ punished Allocation of resources Culture
  18. 18. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 20 The Eight-Factor Model: Culture When an organization is entirely focused on its own, rather than its prospect’s goal, an adversarial relationship between LDR and prospect develops. Of LDRs are rewarded based on the quality of the conversation they have with prospects 86% LDR rewards are aligned to company value statements33%
  19. 19. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 21 Why Selfies Are A Problem Mostly what teleprospectors do is talk to prospects who are not going to become leads right now. Future prospects One and done 49.5% 45.1% 5.4%
  20. 20. © 2014 SiriusDecisions. All Rights Reserved 22 Problem Statement: Rep and Prospect Disengagement Problem 1: Most prospects do not buy right away, but our tele teams only recognize and reward immediate conversion. Problem 2: Focusing exclusively on conversions (at the expense of prospect relationships) results in a low success-rate, high burn-out job for teleprospectors.
  21. 21. © 2014 SiriusDecisions. All Rights Reserved 23 Culture: Mercenaries or Missionaries? v.
  22. 22. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 24 Culture Centered on Great Conversations Make sharing about great conversations central to the life of the team, then begin measuring with simple, easily understood reference points. “Who had a great conversation today?” “Tell me about it.” Look for connection and discovery, not outcome 1
  23. 23. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 25 The Eight-Factor Model: Culture The quality of LDR-prospect interactions is vital to both short- and long- term success and is strongly impacted simply by focus recognition on it. The call is consistent with company goals, mission, values. The call exemplifies how we would like our company to be perceived in the community. Would you be proud to play the call for family and friends? 1= Strongly Disagree 5 = Strongly Agree 1= Strongly Disagree 5 = Strongly Agree Would you be happy to play the call for the CEO?
  24. 24. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 26 The Eight-Factor Model: Culture The quality of LDR-prospect interactions is vital to both short- and long- term success and is strongly impacted simply by focus recognition on it. Would you be proud to play the call for family and friends? 1= Strongly Disagree 5 = Strongly Agree 1= Strongly Disagree 5 = Strongly Agree Would you be happy to play the call for the CEO? AskA ReportR CalibrateC
  25. 25. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 27 Culture Centered on Great Conversations Managing call quality need not be complex to dramatically improve the quality of the team’s prospect interactions. 2 Recordings are best; remote listening via telephony system is next best Listening Mode Focus on calls that last one to three minutes, and include your top performers Call Selection Score calls; notate practices that are especially effective or ineffective Score and Notate Calibrate Subject matter experts (SMEs) listen together, score separately, compare, discuss
  26. 26. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 28 The Eight-Factor Model of Lead Development To produce consistently excellent interactions, organizations must embed a culture of genuine connection in strong execution and measurement practices Measurement Do your metrics help you reliably distinguish top performers from others -- and provide direction for remediation?
  27. 27. © 2014 SiriusDecisions. All Rights Reserved 29 Performance Measurement As Communication Words Typed Monday 125 Tuesday 175 Wednesday 150 Thursday Friday If your job were measured like this….
  28. 28. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 30 Most of what makes LDRs effective is what they say after the phone has been answered on the other end. If you are actually doing this, you will have an elite team If you are here, your team should be highly effective If you are not measuring it, LDRs won’t really believe it matters If you are not measuring it, assume you are inflicting pain on prospects Say they don't focus on conversation quality as a key performance metric.15% Say conversation quality is important but do not formally measure it.30% Measure conversation quality but don't correlate it to performance.14% Measure conversation quality and correlate it to qualified lead productivity40% Execution: Spoiler Alert - It’s What They Say!
  29. 29. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 31 The Eight-Factor Model: Measurement Measurement should account for the key milestones along the path to producing the end result, focusing on conversations as the key intermediate goal. Attempts Blocks Conversations Genuine Dialogs TxL End Goal Calls longer than 3 minutes As % of Attempts As % of Conversations As % of Attempts, Conversations, Dialogs
  30. 30. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 32 Measurement: Activity Tracking Answers to a small set of questions allows managers to distinguish variations in LDR performance and to diagnose the nature of the variability. • What is the mix of contact attempts? • How often do LDRs reach a live person? • How often do LDRs reach a buyer persona (BP)? • When they reach a BP, how often are they able to engage the prospect in a genuine dialogue? • Of genuine dialogues, how many become TQL/ TQLs?
  31. 31. 34 “In order to get globally connected, companies must frequently monitor [customer] touchpoints and follow up with their customers by understanding their needs and wants for improving loyalty and experience” Customer Analytics and Experience Markets Poised for Rapid Growth article by Smart Customer Service.
  32. 32. 35 The Simple Value of Automated Interaction Analytics “"If you can't measure it, you can't improve it.“ Lord Kelvin
  33. 33. Customers can use each independently or together
  34. 34. 37 Transcription & acoustic measurements (redacted) Use case specific automated tagging (language patterning) Compliance, behavior & targeted coaching and marketing insight Use case specific Scoring, trending & tracking 100% Interactions Audio Values Metadata Values Agitation Chats Surveys Text Messages Emails Twitter Word Tempo Silence Agent Info IVR Details Caller Info CRM Data WFO Data Calls With metadata
  35. 35. 38 Compliance, behavior & targeted coaching insight Configurable automated scoring & tracking 100% Interactions With metadata Transcription & acoustic measurements (redacted) Use case specific automated tagging (language patterning) Automated categorization and tagging (language patterning) Proper Greeting Price Mention Value Statement Premium Plan Mention Dissatisfaction Competitor Mention PolitenessChurn Language Next Steps Language Good morning. This is Gabriel Nelson of ABC Company. How are you today? Fine though I already have your product. This tablet does not have much storage space. That is why I am calling you. We do have a fix for that. We can offer you our best 3 year Platinum Plan. Well, I know XYZ Company offers their plan for free. Why should I go with your 3 year plan? Fair question. Our plan is for 500 G’s while XYC is only 20 G’s free and then substantial up charges.
  36. 36. 39 understandability language Value statements escalations acoustic agitation overcame objections Next steps Tagging Applied to Scoring (language patterning and acoustics) Positive Conversation score AHT high silence compliments positive comments negative comments churn mentions
  37. 37. 40 Both within a contact and across the journey
  38. 38. 41
  39. 39. 42 before Large Energy Provider In/Outbound Contact Centers Multi-Channels Interactions after data conversions alex nick 2.5% 1.9% Keep it up! Do better. metadata speech - sales conversions - product holding - consent status - promotion - dissatisfaction - complaints promotion 60% 5% effectiveness 4.2% 38% opportunity 53% 51% results Let’s work on the way you promote. You’re good at promoting, you just need to do it more. Top 20% Promoters Top 20% Effectiveness Top 20% Conversion Promotion 30.7% 15.5% 18.1% Effectiveness 12.8% 44.9% 42.6% Conversion 3.9% 7.0% 7.7% AHT 730 536 579 30%conversions 50%data capture
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  41. 41. 44 Proper Greeting Right Party ID Offer Sequence Next Steps Call Closing Motivation through Gamification Leveraging IA Output in Gamification Platforms API
  42. 42. Proprietary and Confidential, CallMiner Inc. Configure and calibrate for specific language and behaviors Leverage Instant Insights for common metrics Build targeted scores Compare outcomes and pathways Identify opportunities for improvement Quickly find & flag coachable moments Score 100% of contacts automatically Agent/LDR’s Quality Analyst Supervisor Analysts configure your Interaction Analytics Engine to score agents/LDR’s according to your organization’s standards and business outcome objectives Insight and accuracy into the performance of your workforce Complete the performance feedback loop with meaningful, actionable insight that both coaches and LDR’s can use to optimize agent performance and customer experience API Output For External Reporting
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  44. 44. © No part or process to be used without permission. 47

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