Customer Satisfaction SurveysFeedback Drives Success

John Corrigan, Vovici, VP Business Development

Raj Parmar, ServePath, Director Services

Marketing I: Building the Funnel

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John Corrigan

VP Business Development & Alliances

jcorrigan@vovici.com

About Vovici

• INDUSTRY: SaaS Marketing Applications

• EMPLOYEES: 120

• GEOGRAPHY: Global – 3,300+ customers in 47 countries

• # USERS: 70+

• PRODUCT(S) USED: Sales, Service & Support, Marketing, Google AdWords

Vovici is the leading provider of Enterprise Feedback Management (EFM) solutions, a growing field that includes online survey software and research services that enable the collection and management of feedback from customers, partners, and employees to help shape organizational strategy.

Leaders in Customer Satisfaction Surveys

100,000,000+ feedback transactions processed annually

More than 50% of Vovici solutions deployed worldwide are

customer satisfaction surveys

AppExchange certified in 2006

New branding launched in 2007 – previously known as

WebSurveyor & Perseus

Agenda

Customer Satisfaction Surveys in Salesforce environments

Creating successful Customer Satisfaction Surveys

Case Study: ServePath & Vovici’s CRMSurveyor

Demonstration

The future of Customer Feedback

Customer Satisfaction Surveys Hot Topic for Salesforce Users

June 2006 Salesforce.com Customer Relationship Survey Customer Satisfaction Surveys among Top 10 ‘On-Demand Applications

of Most Interest to Salesforce.com Users’ in the next 12 to 18 months

June 2007 Salesforce.com Customer Relationship Survey Customer Satisfaction Surveys among Top 10 ‘On-Demand Applications

of Most Interest to Salesforce.com Users’ in the next 12 to 18 months

Why all this interest in Customer Satisfaction Surveys?

From Salesforce - Business Objectives Driving Executives To CRM

74% Improve customer data quality & mgt.

73% Improve sales pipeline visibility

54% Increase sales revenue

53% Improve customer service/support

47% Acquire new customers

43% Increase mkt. campaign effectiveness

38% Increase customer satisfaction

38% Increase customer retention

36% Enhance cross/up-sell opportunities

23% Increase customer loyalty

Revenue Enhancement

Customer Loyalty and Satisfaction

Key Drivers

Source: Salesforce.com July 2007 Customer Relationship Survey conducted by independent third-party. N=2622 worldwide respondents, randomly selected. Success Rate reflects respondents indicating “Definitely will” or “Probably will” continue to use salesforce.com.

How Executives are Achieving Objectives with Salesforce90% Improved customer data quality and Mgt.

89% Improved sales pipeline visibility

89% Improved customer service and support

79% Increased customer satisfaction

77% Acquired new customers

74% Increased marketing campaign effectiveness

73% Increased customer retention

73% Enhanced cross-sell and up-sell opportunities

70% Increased sales revenue

63% Increased customer loyalty

57% Increased profit margins

Revenue Enhancement

Key Drivers

Customer Loyalty and Satisfaction

Source: Salesforce.com July 2007 Customer Relationship Survey conducted by independent third-party. N=2622 worldwide respondents, randomly selected. Success Rate reflects respondents indicating “Definitely will” or “Probably will” continue to use salesforce.com.

Creating Successful Customer Satisfaction Surveys

Listening Brings Advantages

Customers

Partners

Employees

Prospects

Customer Satisfaction SurveysWhat are you trying to accomplish?

Satisfaction with what? With the product?

With the service?

With the employee?

With something else?

What are you trying to measure? Happiness with the overall experience?

The customer’s desire or intent?

The customer’s next steps?

Your company’s business objectives?

Customer Satisfaction SurveysSuccessful Measuring

Review surveying that has happened already Know what questions have already been asked

Avoid survey fatigue

Make the customer feel comfortable giving feedback Personalize the information & experience (data piping, logic)

Embedded images, links & video customize and enhance experience

Secure the data

Timing is everything Customer satisfaction surveys should not be annual event

Real-time feedback enables real-time action

It’s a continuous process – CRM & feedback are both dynamic

Customer Satisfaction Surveys Making Feedback Continuous

Customer Satisfaction SurveysGuidelines for Success

Ask the right questions

Manage the data Aggregation into a common source

User and security administration

Take (and provide) an enterprise view Integration

Reporting

Take action Alerts, triggers, checkboxes rather than ‘suggestion box’ text

View customer satisfaction survey data as an ASSET

ServePath & CRMSurveyor – Success Story

Raj Parmar

Director Services

raj@servepath.com

About ServePath

Leading provider of custom, dedicated server solutions & managed services

Provide scalable, internet infrastructure for over 2000 businesses worldwide

A team of multi-server experts

Keynote A+ rated network

Scalable, Grid-based internet hosted platform

10,000% Guaranteed® SLA

Microsoft Gold Certified partner

Co-location & Data Center in San Francisco

ServePath Customers

Customers in more than 100 countries

Target industries:-Web 2.0 & Start-Ups-SaaS companies-Small/Medium businesses-Consultants & Resellers

The Challenge

Moved to salesforce.com from another CRM package Chose SupportForce for 360 degree view of customer

Complex transition from old package

Missing some elements in support management toolbox

A trackable way to survey customers after Service contact

Went searching the AppExchange for a solution

The Solution

Found CRMSurveyor on the AppExchange

Trialed and implemented CRMSurveyor Helpful support staff from Vovici

Easy installation on Sandbox then migration to Production

Immediately started to extract the data we needed Customer experiences polled when a case is closed

Survey results

Problem tracking (from global view to individual customer interactions)

Had initial trending data in less than 24 hours

Created customized reports to track by person, group, problem &

customer

Survey questionnaire

Real-time Survey Dashboards

Better insight into Support Team effectiveness

Typical generated report

(Brief copy from Raj)

Demonstration

The Future of Customer Feedback

Customer Satisfaction SurveysThree Principles for the Future

1. Go online or go home +50% of Customer Satisfaction Surveys are still phone-based

Others conducting paper-based surveys via traditional mail

Online surveys have matured and your feedback partner should be

able to provide an advanced business solution to capture customer

satisfaction data

What to look for• Data aggregation & scalability

• Easy integration with business systems

• Usability

• Security

• Support

• Services

• Best practices

Customer Satisfaction SurveysThree Principles for the Future

2. Get interactive and real (-time) You own an online relationship, so take advantage of it!

When a transaction is complete, that is the best time to find out

what your customer is really thinking

Feedback of all kinds can and should be continuous – a

pulse, not an event

Immediate capture of customer reactions provides competitive

advantage• Rapid reporting

• Solving problems

• Recognizing trends

• Positioning as a leader

• Proprietary capture of emerging requirements

Customer Satisfaction SurveysThree Principles for the Future

3. Don’t forget about the world of Search – we are not alone Search is out there…and will not go away

Your customer’s satisfaction is increasingly out there,

whether or not you are managing the situation – so be

proactive!• Blogs

• Reviews

• Online postings

• Emerging forms of user-created content

• The new discipline of ‘managing buzz’ online

More Information

Vovici booth here at Dreamforce

Demos of AppExchange online feedback solutions

FREE trials of CRMSurveyor (AppExchange)

FREE trials of EFM Feedback at www.vovici.com (and soon on the

AppExchange)

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Thank You!

John Corrigan

jcorrigan@vovici.com

571.521.0530

Raj Parmar

raj@servepath.com