Want to learn about the latest Customer Experience research? Watch our webinar to hear what leading companies are doing to leverage and promote CX initiatives throughout their organizations.

1. Effective Strategies for
Exceptional CX
Programs
© Primary Intelligence, Inc.
2015

2. Connie Schlosberg
Digital Marketing Specialist
Primary Intelligence

3. Housekeeping
• This session will be available on our website
• All phone lines are muted
• Please ask questions using the Chat function
• #CXBestPractices

4. Carolyn Galvin
Director of Industry Insights
Primary Intelligence

5. Today’s Agenda
• Brief Overview of
Primary Intelligence
• Research Background
& Methodology
• Key Findings
• Conclusions &
Recommendations
• Q&A

6. Ken Allred
CEO & Founder

7. 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

8. 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

9. • 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

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

11. Key Findings
Embodied in Quotes

12. “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

13. 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

14. Unexpected Benefits of Customer Experience Programs
• Quantification of
customer feedback
• Benefits to broader
audience
• Benchmark against
competitors
• Understanding data
cleanliness

15. “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

16. 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)
Sales
management/leadership
Sales support/enablement
n = 43

17. • SharePoint
• Internal website
• Internal groups
• Online portals
• Discovery sessions
• In-person discussion session
Suggestions for Sharing CX Information Broadly

18. “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

19. 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, importance
rankings, etc.)
We collect both open-ended and
close-ended feedback
Unsure
n = 43

20. Customer Experience Open-Ended Feedback
2%
85%
59%
49%
0% 20% 40% 60% 80% 100%
Other
We gather open-ended feedback via an
electronic survey
We gather open-ended feedback via a phone
call
We gather open-ended feedback via an in-
person visit
n = 41

21. 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

22. “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

23. CX Data Sentiment
6%
2%
6%
0%
43%
44%
0% 10% 20% 30% 40% 50%
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
n = 54

24. 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

25. “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

26. 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

27. “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.)

28. 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