Sets out the case for customer experience, the role of feedback and the benefits of making feedback part of your CRM data set.

1. WHY SMART
COMPANIES INTEGRATE
FEEDBACK AND CRM
David Jackson
CEO

2. THANKS TO STEVE
AND THE TEAM AT
ENGAGE CUSTOMER
FOR MAKING THIS POSSIBLE
THANK YOU
#vocmeetscrm

3. Why is CX a smart strategy?
What is a winning CX?
How do we deliver it?
What’s the purpose of feedback?
Why does smart demand integration?
How do I integrate feedback and CRM?
AGENDA
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4. To deliver the financial benefits of
a winning customer experience
WHY?
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5. Why is CX a smart strategy?
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6. SMART BECAUSE CUSTOMERS ACT ON CX
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7. SMART BECAUSE IT PAYS
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8. SMART BECAUSE IT PAYS
Additional
purchases
Churn reduction Word of mouth Total impact
Hotels $495 $825 $44 $1,364
Wireless service providers $788 $450 $60 $1,297
Airlines $481 $44 $65 $590
Insurance providers $225 $203 $24 $452
Credit card providers $213 $83 $12 $307
Banks $150 $90 $12 $252
Investment firms $75 $15 $3 $93
Consumer electronics manufacturers $75 $8 $10 $92
TV service providers $56 $23 $8 $87
Health plans (medical insurers) $0 $4 $66 $70
Internet service providers $0 $32 $6 $38
Retailers $15 $14 $2 $31
Source: Forrester Research
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9. MIND THE C-SUITE GAP!
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10. WHAT IS A WINNING CX?
Meets a need
Personalized
Easy
Value for money
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11. WHAT CUSTOMERS WANT
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12. HOW DO WE DELIVER IT?
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13. WHAT’S THE PURPOSE OF FEEDBACK?
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14. PARTICIPATION AND LOYALTY
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H:H L:LL:H H:L

15. RICHNESS OF FEEDBACK
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16. Reduce costs
Increase VoC acceptance/adoption
Enable personalization
Improve insights
Support culture change
WHY SMART COMPANIES INTEGRATE FEEDBACK AND CRM
#vocmeetscrm

17. Where CRM is the master data record and vehicle for:
• Managing participation
• Automated deployment
• Holding & sharing feedback results
• Providing regular, role-relevant reporting
• Triggering and tracking closed-loop actions
• Linking feedback and other customer data
• Predictive customer analytics
SMART INTEGRATION
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18. WHAT IT LOOKS LIKE
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19. REDUCE COSTS
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Automate participation and deployment
Automate on-going reporting
Automate calls to action
Reduce platform costs

20. Feedback is:
• visible in a familiar system
• in context of the customer
• role-relevant
IMPROVE VoC ADOPTION
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21. Individual interactions
Segmented campaigns
Context rich surveys
ENABLE PERSONALIZATION
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22. FEEDBACK AND PERSONALIZATION
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23. Make everyone a customer
expert at every interaction
THE GOAL
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24. IMPACT OF VISIBILITY
“The entire PBBI organization is now in a
proactive versus reactive mode. Everyone is
thinking about the customer first. Clicktools
helped us create an overall cultural shift
when it comes to customer experience.”
Marilyn Otto
Pitney Bowes (Software)
Smart companies integrate feedback and CRM

25. CRM IS EFFECTIVE IN DELIVERING A WINNING CX
#vocmeetscrm

26. WELL SAID
“We want to design integrated customer
experiences using data as the thread that
weaves everything together.”
CMO NZ company
Smart companies integrate feedback and CRM
Source: IBM Global C Suite Study

27. SIX ‘HOW’ QUESTIONS
QUESTION DELIVERABLE
What are the key touch points on the customer
journey?
Feedback architecture
What matters most to the customer at each
touch point?
Designed experience
What feedback do we need to understand
customer perception of performance?
Feedback content
Who needs to know what to do what? Reporting and closed loop action design
What data structures and workflow do we need? Technical implementation spec

28. THANK YOU
www.clicktools.com
Twitter: @clicktools @tweetdavej