Customer Journey (ie CX) The end-to-end experience by which a customer adopts the cloud service. Suspect Awareness Lead Activation User Loyalty Discovery Prospect Purchase Customer Usage + support Advocate
General Thinking: SMB Purchase Decisions 1-19 Employees SMB PURCHASE DECISION DRIVERS 20-99 Employees 100-249 Employees 90% 80% 70% 60% 50% 40% 30% 20% 10% Scalability TCOD Regulatory Compliance Formal Purchase Process Known Brand Name Price IT Fits w/business Strategy Dealer knows our business Cutting Edge /Latest IT Best of Breed Over One Stop Scalability Regulatory Compliance Formal Purchase Process TCOD Price Dealer knows our business IT Fits w/business Strategy Known Brand Name Best of Breed Over One- Stop Cutting Edge /Latest IT Scalability TCOD Formal Purchase Process IT Fits Dealer knows w/business our business Strategy Regulatory Best of Breed Compliance Known Over One- Stop Brand Name Price Cutting Edge /Latest IT Business Owner/Partner/CEO CIO/Dir/Mgr. of IT Business Owner/CEO *TCOD total cost of operating/deploying
CX Impact on Referrals and Reviews Increased use of peer social networking/research
TREND Growing Social Ecosystem Influence Social Media is poised to surpass traditional media as a leading influencer of SMB technology purchasing decisions 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 36% 49% 29% 32% Mass media ads Traditional Media 61% 60% 56% 53% Ads & articles in IT pubs/ websites 42% Email or direct mail 79% 60% 37% White papers 48% 45% 26% Reviews seen on social media New Media 70% 61% 68% 1-19 Employees 20-99 Employees 100-249 Employees Search engines 63% 34% 49% Blogs by industry experts Social Media increasingly being used for business purposes Advertising/promotion Keeping in touch with customers Sales/marketing Keeping in touch with business associates Uses of Social Media 18% 31% 28% 37%
Identification of best practices through each step of the journey
How we identify best practices Secret shopping across multiple partners Put ourselves in the customer s shoes with a persona that matches the target audience Observe how partners address the key customer considerations business and/or technical Baseline and ongoing tracking of each step in the journey to drive continuous improvement
Score Tracking with a CX Journey Map (sample) 160 140 120 100 80 60 40 20 0 Pain points well captured in landing page Great introductory video presentation Knowledgeable Sales Agent No customer testimonials No answers for top move to cloud questions Terms and Services were displayed before ordering Excellent plan and pricing content purchase path No battle cards Prompt Welcome Email Value Proposition does not include setup simplification Very intuitive Control Panel UI Smooth onboarding experience Awesome domain No glitches in ordering integration process Well advertised support number Logical and efficient No Migration help/tools Phone support was not very responsive No product menu in support site Agent Knowledge - not very impressive Caution Items
Score Comparing CX to Identify Best Practices Partner A Partner B Partner C Partner D 85 96 82 82 89 88 79 94 80 93 71 73 50 54 50 53 40 NA NA NA Discovery Awareness Purchase Activation Support Customer Stage
Focus: Awareness Experience Partner 1 Specialized Cloud Desk Google Apps Comparison Partner 2 Crystal Clear Pricing and Plans Prospects Pain in Landing Page Partner 3 Why Us? Value Proposition Platform Details Security & Trust
Discovery/Awareness CX Best Practices App Marketplace dedicated Cloud Desk Attach to core services purchase path Customer video testimonials industry specific
Awareness CX go-do s Simple value proposition for your audience Simple packages good / better / best Attach to core services purchase path Differentiate yourself Support with customer evidence
Focus: Purchase Experience Partner 1 Value add for price difference compared to MS Up-sell / Cross-sell Partner 2 Easy online purchase path Offer attach with core services Partner 3 Flexible payment options Presentation of terms of service & cancellation up front
Purchase CX Best Practices Amplify the value add Up-sell / Cross-sell: Attach additional services to core sales motions
Purchase CX Best Practices Easy Configurable Purchase Process Mix and Match Plans Consolidated Welcome Email with CTA to get started
Purchase CX go-do s Offer ability to purchase 24X7 phone or online/chat Pre-select / recommend a hero package Always up-sell or cross-sell relevant services Offer flexible payment options Clearly set expectations: terms of service or cancellation policy Send consolidated welcome email & CTA to activate
Focus: Activation Experience Partner 1 Integrated migration tools Dedicated onboarding team Partner 2 Intuitive control panel Integrated billing info Partner 3 DNS update documentation for top domain registrars Device activation guides
Activation CX Best Practices The CareFree Cloud Difference Getting Started Tool Generates Documentation based on user configuration -assess customer environment and prepare for the migration process Integrated Migration for email, calendar and contacts Branded Onboarding & support via dedicated team
Activation CX Best Practices WHY Discovery proves the WHY Match customers with the right solutions TRY BUY Just get to TRY Free trials are positioned to test the process, not to kick the tires on the product Journey doesn't end with the BUY Great customer care leads to high retention, increased ARPU
Activation CX go-do s Simplify onboarding customers to cloud - key differentiator Consider productizing/branding your on-boarding engine Offer ability to activate 24X7 On demand DIY migration tool or white glove Set up activation appointment at time of BUY Reinforce compelling value to activate now reduce churn Offer step-by-step guides for common required tasks DNS entries, add mobile devices, etc
The Customer s Experience Partner 1 Live Chat for Admins, 24X7 Support Knowledge Center, API Docs, Community Discussion Partner 2 Clear market differentiation around support Full set of engagement layer assets in support portal Partner 3 Post-sale lifecycle communications to drive adoption Cloud Education, Case Studies
Usage and Support CX Best Practices Fanatical Support Help for architecture, management and troubleshooting Knowledge Center, Community Discussion, API Docs, Blog, Cloud Education and Case Studies
Usage and Support CX Best Practices Emergency Support, Live Chat for Admins Searchable Knowledgebase with popular articles, Remote Assistance, 30 day trial for all services, 24x7 Email/Phone Support Lifecycle communications to drive adoption & usage
Usage & Support CX go-do s Continue to communicate with your customers after the sale to reinforce benefits and drive adoption Consolidate your engagement layer assets in one place guides, API docs, blogs, case studies Span of support extend to planning process Get creative i.e. branded emergency support
End to end: consider these best practices Keep offer & value simple and targeted Leverage cross-sell, up-sell Customer evidence
Go-do s 1. Ensure you have an owner of the end-toend customer experience and optimize for market differentiation 2. Consider secret shopping as an ongoing feedback loop to improve your customer experience