Creating a Positive Customer Experience at a CRM Company
Background
A small, privately held CRM software company in the SaaS market space needed to put strategies in place to develop a positive customer experience across the organization, to increase wallet-share and retention and position itself to be a prime candidate for VC funding.
Problem
The company had an intense focus on marketing, sales, product and development, but had never found a way to integrate customer experience strategies, processes and tools into the organization. The company typically did not know about issues with the system or the product until customers phoned in; customer communications were reactive; issue handing was often comprised of one-off solutions or one-off interactions with membersof the executive team; the contact center had multiple channels that were not being used effectively; no one knew why customers were calling in; customer experiences were inconsistent and unpredictable; churn was not measured or managed; customer satisfaction and loyalty was not measured or managed; up-sell was not measured or effectively implemented. The hand-off from sales to service was not managed and expectations set during the sales process were not known by the service team; promises made during the sales process were difficult to fulfill on in any kind of scalable way. There were no mechanisms in place to gather feedback from customers on anything from the sales process to on-boarding to service to product. No one within the organization had a clear, comprehensive picture of the end-to-end customer experience. No one knew who owned customer satisfaction, loyalty or retention. [Read more →]
