summa customer engagement

CUSTOMER ENGAGEMENT

— Forrester, “The Customer Experience Index”

“80% of companies believe they deliver “superior” customer service, but only 8% of customers believe these same companies deliver “superior” customer service.”

A market shift

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Customers’ needs define the journey to which companies are invited through attract, sell and service

SellService

Attract

Customers’ needs define the journey to which companies are invited through attract, sell and service

SellService

Attract

Keep

Win

Find

How does this impact how companies are making investment decisions?

The way companies collaborate and relate to customers, co-workers and partners has changed.


Win

Find

+Power from the businesses to their customers +Budgets from CTOs to CMOs and other Business Execs+Investment from back office operational systems to front office

systems of engagement

To be effective, we need to change from a traditional IT project approach to a Human-Centered Design approach.

Shifts In…

8

Key Customer Engagement

Themes

Customer Journey Culture

Data Technology

What should you be doing?


Salesforce’s Agility Aligns with Your Customer Engagement Needs

Keep

Win

Find

+Customer-centric projects benefit greatly from an ability to allow users to touch a product quickly

+Investigate in the morning, demo in the afternoon+Sandboxes allow us to quickly and easily Etch a Sketch+Tools like Community Builder, Process Builder and the Lightning

Platform are taking us places faster+The POC can actually be the product, you don’t have to rebuild it for

scale

Customer Engagement Solution Examples

B2B B2C

Attract

Problem: Lack of mindshare from Sales Reps and Channel PartnersSolution: Make the joint sales experience a competitive differentiator

Salesforce Technology: Partner Community, Chatter, CPQ

Problem: Many market competitors, increased digital channels, and impersonal interactionsSolution: Proactive, context aware interactions and nurturing campaigns

Salesforce Technology: Pardot, Customer Community

Service

Problem: Customers want access to solutions faster – ability to askquestions of other customersSolution: Digital venue for customers to share solutions with each other,search for answers, and submit tickets if all else failsSalesforce Technology: Customer Community, Knowledge, Chatter

Sell

Problem: Disconnected experience working with different members of the sales teamSolution: An on-line, collaborative digital environment to share business, technical and economic attributes of the solution development processSalesforce Technology: Customer Community, Chatter, CPQ

Problem: Consumers want custom solutionsSolution: Interaction through Social channels and direct digital venues for product enhancement ideas and co-creation of new products

Salesforce Technology: Ideas, Customer Community, Marketing Cloud (Social)

Why act now?


— 2014 Call Center Executive Priorities Report

The customer experience will reign as a primary investment target as 68% of businesses plan to increase their customer management spend.


Where should you start?

— Forbes

According to a CEI Survey, 86% of buyers will pay more for a better customer experience, but only 1% of customers feel that vendors consistently meet their expectations.

16

PPG customers use this co-creation solution, on desktop computers and tablets, to upload a photo of their own room and rapidly mask multiple surface walls. Customers then apply colors, share projects via social, and make buying decisions.

PPG’s solution differentiates them from competitors who do not offer rapid surface masking for photos uploaded by customers but use generic photos.

PPGVOICE OF COLOR

17

The United Way of Allegheny County had traditionally interacted with donors through annual workplace giving campaigns. As donors’ habits change, the United Way took an “outside-in” approach to designing a platform for engaging its donors who use workplace giving campaigns less every year and expect greater visibility into the outcomes of their charitable contributions.

UNITED WAY ONLINE PLEDGING

Salesforce 2015 Partner Innovation

Award

Summa’s Approach


C2B Connector

Survey & analysis of your capabilities to engage your customers.

Insights Studio Playbook

Workshops & interviews with key stakeholders to review and prioritize capabilities, assets, and gaps.

Baseline strategy, roadmap, & project plan to make customer engagement a competitive differentiator.

What was your key takeaway?

What will you do new or differently tomorrow?
