USE CASE Support clearly has a major impact on customer experience, which is why it s a starting point for many Clicktools implementations. This document outlines an example solution for a closed case/ticket survey. TWO DEPLOYMENT APPROACHES Salesforce Workflow Pros: Deployed immediately (literally the second the case is closed) The basic activity flow goes like this: - A case is closed in Salesforce. - An automatic email goes out asking for feedback. - The recipient completes the survey. - Survey results are passed directly into CRM. - Support and Account Managers are alerted to any low scores to quickly recover from service failures. - Overall results and KPIs are used to drive ongoing improvements to the entire support process. Let s look at this process in a little more detail. Collect Case is closed in Salesforce Once a case has been resolved, the first stage in our journey is to ask for feedback. Best practice, research, and common sense dictate that if we are going to ask for feedback, then we should do this as soon as possible after the event. The clearest, most meaningful input will come when an interaction is fresh in your customer s mind. If you are using Salesforce Enterprise Edition (and above), then you can automate this process using Workflow. If you are using Salesforce Professional Edition or cannot access the information you need using Workflow, then Clicktools Deploy capability will be ideal. Cons: Multi-language emails require different workflow rules May not be possible to get all the information you want into the email or survey Limiting survey invites to individuals requires code Requires CRM Admin access to set-up and maintain Clicktools Deployment Pros: Works with custom Salesforce reports no Admin access or workflow required De-dupes contacts to ensure individual only gets one email per run (across runs requires code) Can automatically detect and deploy multi-language emails Cons: May not be immediate (could be up to one hour depending on settings) Irrespective of the edition or approach, you can use some simple rules to throttle when surveys are sent (e.g. send a survey once in every X cases), based for example on pure volumes or sampling, only wanting to request feedback for relevant products or to certain countries. 1
Once your deployment is setup, you will need to define the email you send to the person who raised the case. An example is shown below: Whatever your content, there are some standard themes and best practices to consider: Keep it SMART You (or rather your Marketing team) spend time and money on your brand. Using templates like Spring Flowers or Summer Meadows just doesn t do it. Keep your company image strong and consistent by branding your survey using Clicktools flexible tools to control look and feel. Keep it PERSONAL - Make it clear that you know the recipient by using personalization and letting them know why you are asking for feedback and how their input is relevant. In this email, we have personalized the content, making it clear what case we are asking for feedback on. We have also provided the ability for the customer to opt-out of receiving any surveys and provided some funky smiley faces to begin their survey response. This makes the email a little more engaging and let s face it (pun intended), who doesn t like an emoticon? When the user clicks one of the smiley faces, they are taken to the survey with the appropriate question answered. Typically, you would put your most important question in the email, so that even if the person abandons the process at this point, you still have a response to your best question. The debate about whether you should actually include those responses in your overall scores is an entirely separate one and one far too large for this document! Obviously, the content of your survey will depend on your exact support process, but Clicktools includes some examples and can even provide a fully working example with Salesforce integration and extension for you to deploy, if you don t have any content. Ask about our Clicktools ReportCard! We provide awesome sample surveys. Keep it SHORT Research shows that the shorter the survey, the higher the response rate. Also, longer surveys don t show any greater correlation to satisfaction or loyalty. Fewer than 10 questions is preferred. Keep it SPECIFIC - Ask only about things that you can positively affect and are relevant to the customer. Keep it MEANINGFUL - Include some common loyalty/csat questions so you can highlight which points along the customer journey really drive Satisfaction and Loyalty. Compare responses across the whole of your experience; note that this could be a step two for some organizations who have no overall survey program. After all, there is no point collecting feedback unless you are going to use it to improve! 2
Centralize Once surveys are completed, the next step is to get the information in to Salesforce. The most common question we are asked regarding this is where should we put it? In terms of closed case surveys there are several options; we ll begin by looking at the least sensible and move through to our recommended approach Against the Account? Er, no. Bad idea. An Account is likely to have more than one Contact and a Contact is likely to have more than one case over time. So, if you store the survey response against an Account, you can realistically only store one response. You should link the survey response to the Account, so you can report on the survey results at an Account level and, if you take the recommended Custom Object approach, then making the Account the master of the object will enable you to build roll-up summary formula fields as shown in the example to follow. Against the Contact? No. Again, not a great idea for the same reason as the Account. It s likely that a Contact will have more than one case over time, so storing the information against the Contact restricts what information you can see. As with the Account, you should link the survey response to the Contact and, if you are more of a consumer business, then using the Contact as the master of a custom object is an equally good approach. Against the Case? This can be a good approach as you will probably only get one piece of feedback per case, but it can be a little limiting. One, it hides the feedback a little. That is, it s difficult to see a quick summary at the Account and/or Contact level, as you are limited to the amount of information. Two, from a big picture perspective, as soon as you collect any other feedback, the solution breaks, which leads us to the next approach. How many responses do I need? The research approach. The short answer is that it depends. Statistically speaking, you can rely on research to know whether your survey accurately gauges the mindset of your total population. The table below shows how many survey responses you need to collect to be pretty confident (95%) that the results you get are representative of all the cases (within +/- 1% and 5% if you want to get technical). Simply, fewer responses means less certainty and more responses means more certainty, at least until you get to around the 664 or 384 mark. At that point, you can add unlimited numbers and your responses will be representative. Number of cases per day Number of responses required per day to be confident within 1% Number of responses required per day to be confident within 5% 10 10 10 100 87 80 1,000 399 278 10,000 622 370 25,000 646 378 50,000 655 381 75,000 658 382 100,000 + 659 383 How many responses do I need? The experience approach. In simple terms, the answer is ask everyone, all the time. The research approach is based on the premise of a population. One could argue that, in terms of a specific support experience, the population is one, meaning that each support experience is unique. This means that each experience is potentially different and to get a realistic view of your support process, you should ask everyone to complete a survey for every case. We recommend this approach for several reasons. One, it means you give the customer a chance to give you feedback when they choose not when you decide. The randomness of the research approach means you could ask for feedback when you deliver an excellent experience but not a poor one. Two, Clicktools doesn t charge for survey responses, so what is stopping you? We joke that sampling was invented by other providers to justify charging for additional responses, but the math is a little older than that. Remember: Whatever your approach, give people the option to opt-out. 3
In a custom object? YES! Clicktools recommended approach is to build a custom object that is used for all your survey responses. While you may begin with closed case surveys, you may well find that you grow the program to collect other types of feedback (e.g. general customer sat, win/loss, event, etc.). You don t lose anything by putting this information into a custom object (when compared to putting the results into the Case), but you gain the ability to grow your survey program without a huge overhead and to maximize the visibility of feedback within your organization. Let s look at details of the recommended approach. Put all survey results into a custom object: o Make the custom object a Detail of the Account or Contact record, enabling the ability to build roll-up summary formula fields. o Users of Enterprise Edition (and above) can use Record Types to differentiate layouts and views for different types of survey. Link the feedback to other related information that is core to the Case: o Case o Account o Contact Put useful information into other objects: o Are you including some suggestions from the customer? Then, if you are using Ideas, push this information here. o Are you using Chatter? Then, report positive/negative comments in the Account and/or Contact Chatter feed. What does this look like in Salesforce? Let s turn the words into something real and see how this appears, once it s implemented in Salesforce. CASE CONTACT CHATTER FEED IDEA CUSTOM SURVEY OBJECT ACCOUNT 4
Let s start at the Case: Here, the custom object (ReportCard) is shown as a related list against the case. The same graphics are used to provide a quick and easy summary, while any suggestions from the customer are fed into Ideas, seamlessly feeding them into your internal processes. Take a look at the object in detail: When we focus on the object, you can see all the other information to which the survey is linked (Account and Contact), as well as graphics for all the questions in the survey. We have also included a link to the survey, if anyone wants to see it as it was entered. 5
Now, let s roll up to the Contact: When we click the Contact, we see ALL responses in a related list. We can see the same when we look at the Account. Finally, here s a look at the Account: Here, we can not only see all the survey responses from all Contacts in the Account, but also because we have used the Master-Detail capability in Salesforce, we can see a summary of the Account scores. 6
Act Everything written in this document from asking for feedback as quickly as possible through to storage approach and maximizing visibility within Salesforce and the organization is geared to this end point. It s critical to act strategically, quickly, and appropriately on the information, once you have it. The only reason to ask customers for feedback is so that you can improve as an organization. The responses should be available and used at all levels of the organization. When closed case feedback is received, the Agent and/or Support Manager can use the feedback to recover from service failures. Action or follow-up may not be taken for every bad score, but the integration with CRM enables you to highlight accounts that are most profitable and/or most important. You could extend the mapping further, for example, to create an internal case, if a score does not meet a certain level (e.g. overall sat is less than five). Similarly, highlighting the information at the Contact and Account level informs Account Managers about the state of their account. Is Daisy a satisfied customer or when the Account Manager next calls is Daisy likely to be less than happy about the relationship with your business? If so, it may not be a great time to mention the end of month special for additional products. Knowing which Accounts may be at risk is invaluable knowledge to a sales team and this information is only available through the integration of feedback with CRM. When looking at the results as a whole, the Support Manager will be able to understand what drives good and bad scores, and identify how the support process can be improved. This will help you understand the factors that correlate to high satisfaction and word-ofmouth recommendations, enabling you to prioritize improvement spending. Finally, at a strategic level, executives can immediately see how profitability and customer revenue link to feedback, as well as seeing effectiveness and performance across the whole customer lifecycle. For example, it could be that Support is one of the stronger performers across the customer experience. Again, this can help to prioritize budgetary spend, allowing the organization to focus on improving the areas that most affect customers or areas that have the most impact on profitability or customer loyalty. Now, It s Your Turn. We hope this information gives you good insight into how you d benefit from implementing a closed case process using Clicktools and CRM. We hope you get started as soon as possible. When in doubt, remember this core principle; when you strategically collect, centralize, and act on customer interactions, you will dramatically improve customer relationships. It s just a matter of integrating Clicktools with your existing CRM solution, which once you get the hang of it, is one of the most powerful ways to positively affect your business. And the best part we are here to help every step of the way! WEB: www.clicktools.com EMAIL: sales@clicktools.com TEL: 1.800.774.4065 7