voice of the customer: the key to winning in tech sales with n3, callminer and siriusdecisions

© No part or process to be used without permission.

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Tim KillenbergSVP, Sales + Marketing

Kerry CunninghamSenior Research

DirectorBrian LaRoche

Product Marketing Manager

Today’s Speakers

Outsourced Inside Sales for technology + software

Conversational analytics solutions for improving agent

performance across all contact channels

Global b-to-b research and advisory firm


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• This session will be recorded.

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Quick Notes About Today’s Session


4The Technology + Software Landscape Is Constantly Changing


5As Technology Innovation Accelerates, So Does Innovation In How Technology Is Marketed + Sold


6The Difference Between Selling vs. Solving

? ! ? !


7Voice Of The Customer Is More Than Metrics

Sales Reps


8Voice Of The Customer Enable Sales Approaches Driven By Insights, Not Hindsight

Action Insight Reaction Insight

Action

InsightReaction

Engaging Your Prospects In Genuine Conversations

© 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.


Only do unto others, the type of teleprospecting you would have done to yourself.

Toward The Golden Rule Of B-to-B Lead Development

SiriusPerspective:


Management

The Eight-Factor Model of Lead DevelopmentThe most effective lead development organisations optimize

around the eight key disciplines that comprise the function.

Job Design

Measurement

Development Selection

Culture

Targets Execution

SiriusPerspective:


The Eight-Factor Model of Lead DevelopmentTo produce consistently excellent interactions, organizations

must embed a culture of genuine connection in strong execution and measurement practices

Measurement

Culture

Execution

SiriusPerspective:




Execution

How are representatives enabled to have great conversations – genuine dialogs – with prospects?

SiriusPerspective:


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

possibleUse what you learn

from “Great Conversations”

program

SiriusPerspective:


Prioritizing Call QualityEmphasis in call execution should be on working with

gatekeepers and gaining permission to have a dialogue with the key players.

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• Communicate value• Qualify opportunity• Position appropriate next stepHandle objections/questions

Work with gatekeepers

SiriusPerspective:




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?


What Is Culture (and why should I care)?


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

SiriusPerspective:


The Eight-Factor Model: CultureWhen 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 prospects86%LDR rewards are aligned to company value statements

33%

SiriusPerspective:


Why Selfies Are A ProblemMostly 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%


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.


Culture: Mercenaries or Missionaries?

v.

SiriusPerspective:


Culture Centered on Great ConversationsMake 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

SiriusPerspective:


The Eight-Factor Model: CultureThe 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


Would you be happy to play the call for the CEO?

SiriusPerspective:


The Eight-Factor Model: CultureThe 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?



Would you be happy to play the call for the CEO?

AskA

ReportR

CalibrateC

SiriusPerspective:


Culture Centered on Great ConversationsManaging 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

SiriusPerspective:




Measurement

Do your metrics help you reliably distinguish top performers from others -- and provide direction for remediation?


Performance Measurement As Communication

Words Typed

Monday 125Tuesday 175Wednesday150ThursdayFriday

If your job were measured like this….

SiriusPerspective:


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 productivity

40%

Execution: Spoiler Alert - It’s What They Say!

SiriusPerspective:


The Eight-Factor Model: MeasurementMeasurement 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 ConversationsAs % of Attempts, Conversations, Dialogs

SiriusPerspective:


Measurement: Activity TrackingAnswers 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?

Automated Listening — How Interaction Analytics works

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Understanding Optimal Customer Contact Preferences

“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.

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The Simple Value of Automated Interaction Analytics

“"If you can't measure it, you can't improve it.“

Lord Kelvin

Post Contact Analytics

Agent performance evaluation

Trend tracking/analysis Ad hoc search,

investigation Root cause analysis Omni-channel, journey

analytics Predictive modeling

Monitoring, alerting Next-best-action

guidance Supervisor shadowing Escalation, call

intervention

Real-time Analytics

Customers can use each independently or together

Measuring 100% of Inside Sales Interactions

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Transcription & acoustic measurements

(redacted)

Use case specificautomated tagging(language patterning)

Compliance, behavior & targeted coaching and

marketing insight

Use case specific Scoring, trending

& tracking

100%Interactions

AudioValues

MetadataValues

AgitationChats

Surveys

Text MessagesEmails

Twitter

Word TempoSilence

Agent InfoIVR DetailsCaller InfoCRM DataWFO Data

Calls

With metadata

Interaction Analytics - Explained

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Compliance, behavior & targeted coaching

insight

Configurable automated scoring & tracking

100%Interactions

With metadata

Transcription & acoustic measurements

(redacted)

Use case specificautomated tagging

(language patterning)

Automated categorization and

tagging(language patterning)

Proper Greeting

Price Mention

Value Statement

Premium PlanMention

Dissatisfaction Competitor Mention

PolitenessChurnLanguage

Next StepsLanguage

How Speech Analytics Works

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.

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Measuring Positive Conversation Outcomes Quality (example)

Interaction Analytics evaluates and score key trends and metrics such as customer sentiment and inside rep behavior

understandability

languageValue

statements

escalations

acoustic agitationovercameobjections

Next steps

Tagging Applied to Scoring

(language patterningand acoustics)

Positive Conversation

score

AHT

high silence

compliments

positive comments

negative comments

churn mentions

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The Power of Interaction Analytics in the Quest for Optimal Relationship Outcomes

Identifying the optimal paths to ideal contact outcomes

Both within a contact and across the journey

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Measurements should go beyond resultsResults alone are not always indicative of optimal outcomes

Measure on all aspects of the interaction How many attempts were made? Were all attempts appropriate? Was response appropriate to situation? Did representative “settle” for smaller sale? Which “pitch” did you use 1st? 2nd? How long did it take? Effective closing statements? Were all compliance statements made? How “sticky” will the sale be? Did pitch impact CSAT or NPS?

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before

Large Energy ProviderIn/Outbound Contact CentersMulti-Channels Interactions

after

dataconversions

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% Effectivene

ssTop 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%conversions50%data capture

Insights for Outbound Sales Effectiveness

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What is the Right AHT that produces highest contact outcomes?

Let your analytics reveal the ideal interaction, protocols and processes to identify what, when and where lie the optimal paths to ideal customer engagement outcomes. Sometimes it is longer than you think!

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Proper Greeting

Right Party ID

Offer Sequenc

eNext StepsCall

Closing

Motivation through Gamification

Leveraging IA Output in Gamification Platforms

API

Proprietary and Confidential, CallMiner Inc.

Integrating Interaction Analytics Into Sales Organizations

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 OutputFor External Reporting

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Leveraging Interaction Analytics toDrive Optimal Contact Outcomes

1. Track customer journey over multi-channels of communication

2. Measure language, acoustics and metadata to identify root cause analysis for contact drivers

3. Provide actionable insights to LDR and coaches to improve inside representative performance, CSAT and operational efficiency

4. Identify opportunities for systematic improvements and self-service opportunities

5. Alerts for opportunities to rescue “at risk” customer interactions

6. Evaluate and score key trends and metrics such as customer sentiment, AHT, and agent behavior


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Tim KillenbergSVP, Sales + Marketing

Kerry CunninghamSenior Research

DirectorBrian LaRoche

Product Marketing Manager

Thank you for attending. Time for Q+A

Outsourced Inside Sales for technology + software

Conversational analytics solutions for improving agent

performance across all contact channels

Global b-to-b research and advisory firm