CX Matters

Dakota VanOs – September 2, 2020

Customer service makes up a large, undervalued, gap in business offerings. Technology can help companies create a phenomenal customer experience, and reap documented benefits, by paying close attention to the human experience surrounding their digital experience. Simple optimizations and upgrades can lead to big changes in your business’s customer satisfaction metrics.

The stepping stones to creating big changes in your customer experience start with small, incremental changes and upgrades to your old system-- these can be powered by Salesforce.

Customer experience isn’t a new concept, but the way customers react to what companies provide them has more of an impact than it ever has before. Customers now share their experiences with the world via social media, whether it's good or bad. Now is the time to make your processes’ seamless and adjust to what customers are demanding.

We feel that the jury is in and they have returned with stats:

  • 73% of people say that customer experience is an important factor in their purchasing decisions. [1]
  • 43% of all consumers will pay more for greater convenience.[1]
  • 80% of American consumers point to speed, convenience, and knowledgeable employees as important elements of a positive CX experience.[1]
  • 1 in 3 customers will walk away from a brand they love after just one bad experience.[1]

An optimized customer experience can lead to real saving of face and savings in the bank for companies who invest in technology for the long-term-- especially on the service side. Customers want their time back and it’s our job to make that happen. A modern Salesforce implementation can be a game changer for many companies.

What is CX anyway?

Maybe it’s not at the front of your mind, but customer experience is at the heart of almost everything we do. With Salesforce in our front pocket, we’ll help you help bring your customers the experience they want. The organizations that take customer experience seriously are who stand out from the noise and win loyal customers over.

A large company in the Financial Services industry approached us with a problem. They had been using Salesforce for a number of years, but things were getting slow because they were still using Salesforce Classic. This led to their CSA’s spending too much time on calls with customers, and the experience that customers were having wasn't optimal anymore. They needed an upgrade.

The client had been working with another big name consulting firm for a few years, but they were wrapped up and around the axle of the hierarchy of the big firm. Most of their time and money was spent in meetings talking about things that should get done and were promised to be completed sometime. But the worst part? Those “things” were moving at a snail pace because of the endless meetings and a structure where many actors could say, "no", but no one could say, "yes".

We understand, eventually any technology in place is going to go out of date. When technology ages it impacts the business and your customers. When competitors are launching service and products that you could not on your current stack, companies know it is time to upgrade.

Of course you will want this upgrade to happen seamlessly and fast while operations are still running. If the team that you’ve been paying olympic prices for has been giving you JV squad results, where do you go next?

Build more, Talk Less

One thing is for sure, in order to deliver a positive experience you have to know your customers and what they expect from you.

The client we began working with engaged our team at Digital Mass to deliver a complete view of their customers to their CSA’s and speed up their overall processes. Digital Mass delivered this by updating their internal system from SF classic to SF Lightning (our specialty) + an implementation of Service Cloud.

Throughout this engagement our client really appreciated that we respected their time. We didn’t fill their teams calendars with meetings 5 days a week, no one needed to bring their laptop charger to the meetings we did have, and things moved along quickly.

A Better Experience

By updating the client's old system to Lightning and implementing Service Cloud into their org it allowed their CSA’s to have a well rounded view of their customers. Not only did this update improve the quality of work-life for their CSA’s who are spending their days in the system, it has cut the call times by 37%. We like to call that a win-win-win situation.

Our client has said that the shorter call times make life easier for their representatives and their customers really appreciate that they don’t have to spend as much time on the phone going over tedious information.

In addition to a well-rounded view of the customer, service representatives have actionable insights through the implementation of Service Cloud. These insights show the representatives what the next best follow up action is and has been a direct contributor to internal efficiency.

The first release of updates went live in 2018 but we were only getting started. In 2020, the good work continues with DM spearheading the CX Focused augmentation of their Service and Sales Clouds.

Our relationship with this client has continued to evolve and we will continue to partner with their teams to understand and influence their path forward.

[1]https://www.pwc.com/us/en/advisory-services/publications/consumer-intelligence-series/pwc-consumer-intelligence-series-customer-experience.pdf