This is the 7th in a series discussing Customer Experience Indexing (CEITM) as a way to measure, plan and act on customer feedback. (#1) (#2) (#3) (#4) (#5) (#6)
Here is the outline we’ve been following:
- CEI Initiative Planning
- Optimizing the flow of both loyalty and satisfaction feedback
- Analysis of feedback and calculation of actionable CEI metrics
- Using the data for short, mid and long term account plans for retention and growth
- Using the data to plan and deliver action plans aimed at reshaping customer attitudes and opinions
- (We are here) Using the data to locate new prospects using rule based company profiling and role-based targeting
So far we’ve gathered then used CEI response data for scoring to examine three existing customer scenarios as examples:
- An expanded Net Promoter-type way to calculate and measure satisfaction + prompted + unprompted customer advocacy
- Applying CEI-metrics for better account-by-account management planning
- Building CEI-lenses for better strategies and tactics for up-selling, cross-selling and renewals.
Next on the list is to take a look at using CEI response data to help locate, target and engage with net-New prospects.
Reference Account Management
The most obvious and useful way CEI scoring benefits the new sales process is the buttoned down way it sorts advocacy dynamics and pinpoints which current customers would make the best references based on data analysis, not on someone’s opinion. There is nothing more powerful from a news sales perspective than having a well stocked supply of sales ready references. It happens every day across the world, thousands of times a day ― a sales person bursts into the marketing or account manager’s office needing three references to connect with their prospect. Not only is the list of needed attributes arms length, but it all needs to happen before tomorrow afternoon. Sound familiar? Yes it does.
This scenario takes us back to the first exercise we did for determining what a customer’s advocacy rating is. Remember it’s a matter of reading how a customer feels about their entire experience with your company using a scoring schema that takes metrics from both qualitative (loyalty) and quantitative (satisfaction) feedback into account. So if asked to produce recommendations about what customers should be the best sales-ready references we’d produce response scores rendered from a two-step lens build that would look something like this:
Step 1 Top 10 Sales Ready Reference Accounts
Once each row on the customer list has an assigned CEI Advocacy Score, simply sort this column in descending order and in combination with the column for customer response time to your survey plus overall satisfaction scores, plus Key Weight. This (if you remember back to the 1st and 2nd posts in this series) is because the survey invitations were sent as an integrated campaign, i.e. first an email, then another, then a phone call reminder from the account manager, then another from an executive, then perhaps another email, etc., thus determining how quick to respond each survey taker was. It stands to reason that someone who responded quickly in combination with high scores from Advocacy, Satisfaction and Key Weight are going to be a good sales ready reference account.
Step 2 Top 10 Sales Ready Reference Accounts
So the above mentioned sort produces a top 10 list based on:
Next week we’ll cover ways to build rules-based profiles of your most successful customers and your relationships with them and then use the data to score how well new company targets match the rules.
