How to run a successful CX program with Salesforce

Learn how to seamlessly integrate GetFeedback’s powerful analytics with Salesforce to optimize your customer experience program.

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Learn how to seamlessly integrate GetFeedback’s powerful analytics with Salesforce to optimize your customer experience program.

The importance of customer experience 

Customer experience (CX) is defined by how your customers perceive their interactions with your company. So, delivering great customer experience means meeting or exceeding the expectations of your customer during all interactions with your brand.

Why is CX so important? It determines whether you succeed or fail. 

Today’s customers anticipate that brands will always meet their needs and wants. So when bad customer experiences happen, the news of it spreads on social channels and by word-of-mouth. In fact, research has shown that 95% of customers have taken action as a result of one bad experience. 

On the other hand, if customers feel they have a good relationship with your brand, they’ll stick around. Satisfied customers don’t look elsewhere for services or products, and they will surely miss you if one day you suddenly disappear. 

Poor customer experience is costing U.S. companies $136.8 billion per year due to avoidable churn. So, put simply, great CX helps your company’s bottom line.  

Key elements of a CX program

A customer experience program lays out the plan for producing great customer experiences across the entire customer journey. The goal is to identify and analyze key CX improvement opportunities and establish long-term customer loyalty

Although CX programs vary by industry and a business’s particular goals, there are four elements that remain consistent.   

Voice of the Customer (VoC)

A Voice of the Customer (VoC) program, also known as customer voice and Voice of Customer, captures, analyzes and reports on all feedback (expectations, likes, and dislikes of your customers) associated with your brand. 

It gives you real-time insight into your customers’ experiences. From this feedback, you can identify trends and opportunities to improve customer experience. 

The VoC is the heartbeat of any customer experience program. That’s because the way a company gathers and responds to customer feedback reflects the CX maturity of the organization.

Be sure to check out our free guide on how to run a successful VoC program. It’ll teach you how to collect and use customer data as well as prove the ROI of your program.  

Customer journey map

A customer journey map summarizes the key interactions that a customer experiences with your brand. 

When it’s developed right and optimized, any employee should be able to understand the key touchpoints in the customer’s journey and what is related to their particular role in the CX program. 

This map will help you align your experience strategy across your company and identify areas of improvement.

CX leadership coalition

The Voice of the Customer program and customer journey map fuel a company’s CX program, while the employees are the engine—they take this data and act on it. 

Regardless of your company size, there must be a cross-functional group of leaders assigned the task to ensure your CX program is implemented properly. In order to be successful, this coalition should represent every major CX touchpoint across the customer journey.

Employee experience

Satisfied employees cultivate happy customers. Your employees should not only have a customer-centric mentality, but they should also believe in the brand that they represent. 

A big part of providing a positive work environment is providing the tools to empower employees to do their job well. 

As it relates to your customer experience strategy, it means streamlining customer insight across the organization, providing the right technology, and ensuring every employee can confidently talk to your CX program.

Why companies struggle with CX 

Most brands agree that delivering great CX is a necessity for business growth. So it’s surprising to see that only 49% of U.S. consumers say companies provide a good customer experience today. 

To be honest, we can’t begin to cover this topic in just one chapter—there are many different reasons why a CX program might be falling short—but we do know one sure way of failing is by not having a well-thought-out Voice of the Customer (VoC) program. 

As we mentioned before, a VoC program is the heartbeat of any CX program. If you were to pick just one element from the four listed in Chapter 2, we would recommend starting with VoC.

Think about it: you can’t improve CX if you don’t know how your customers feel about your brand. 

If done properly, a VoC program can prove to be very advantageous. In fact, research has found that companies with a top-notch VoC program have 55% higher customer retention rates

Why is VoC so important?

Only 1 out of 26 unhappy customers complain; the rest simply churn. Can you imagine the revenue growth if you put into place a plan to actually captures that missing feedback? 

Here’s more: 67% of customer churn could be avoided if the business resolved the customer’s issue during their first interaction. In other words, if you were able to gather feedback from unhappy customers and take action on it, you’d see a significant impact on brand experience.

A solid customer feedback program (aka Voice of the Customer) will also help you identify and fix the pain points across the customer journey. And maximizing satisfaction with customer journeys has the potential not only to increase customer satisfaction by 20% but also to lift revenue by up to 15% while lowering the cost of serving customers by as much as 20%. Who wouldn’t want that? 

Bottom line: Great CX starts with proactively collecting real-time feedback and taking immediate, intelligent action on it. The best way to do so is by integrating your customer feedback data with your customer data (aka CRM).

Seamlessly integrating feedback with Salesforce 

It goes without saying that Salesforce is the best CRM platform. We’ve always been big fans of Salesforce integration. To understand why you have to first know our story. 

Gather around kids—it’s storytime.  

In 2013, GetFeedback was founded because we were fed up with uninspiring surveys that looked like voter ballots. The reality was that no one enjoyed making them, and recipients definitely didn’t want to take them. (You know exactly what we’re talking about.) 

So we decided to take the matter into our own hands. We created our own version of a survey—beautiful, customizable and mobile-friendly—that would actually strengthen relationships with customers instead of hindering them. 

And because our founders were early Salesforce executives, it was only natural for us to marry the two—beautiful surveys and the world’s No. 1 CRM platform—so companies could quickly respond to customers’ needs. 

Which ended up being a good decision as we’re now the top-rated feedback solution for Salesforce. Our priority has always been to provide companies with the best customer feedback solution. So integrating with Salesforce made the most sense. 

OK, we promise this isn’t a sales pitch. We don’t mess around when it comes to getting CX right. Understanding our backstory will help you better understand what’s to come in this guide. 

How to run a successful CX program on Salesforce 

With GetFeedback for Salesforce, you can seamlessly connect CX data with CRM data for full visibility into the customer experience.

You’ll be able to pull more context into your surveys and push feedback into Salesforce so you can take intelligent action that drives business results.

Step 1: set clear goals

Before launching your program, it’s critical to determine clear goals and success metrics; otherwise, you won’t know what you want to accomplish and you can’t measure the impact of your efforts. 

Goals typically stem from organizational challenges that need to be repaired—like high churn rates or workflow inefficiencies. Key performance indicators, or KPIs, are quantifiable measurements commonly used to evaluate the success of your program. 

For example, your customers are upset and you don’t know why. When you launch your program, you can measure the present Customer Satisfaction Score (CSAT) to establish a baseline. Then, you can monitor your CSAT score over time to verify whether you’re driving positive change. 

Furthermore, you’ll also want to tie your CX program to revenue. In doing so, you’ll be able to track and prove its ROI. Using the example above, you can attach a CSAT score to customer revenue in Salesforce, which will identify at-risk revenue if action is not taken. 

Check out our CSAT calculator to learn more. You can also send your first CSAT survey today with our free survey templates.

If you’re not too familiar with CSAT or other customer loyalty metrics, check out our customer loyalty guide to help you get started. 

Step 2: integrate with Salesforce

The first thing you need to do is connect your CX data with your CRM data. At GetFeedback, we lovingly refer to this synergy as the bi-directional data tunnel

Essentially, it means taking your customer data and infusing it into your feedback program to:

  1. Personalize the survey experience with unique customer details. 

  2. Tie feedback data to the customer record in Salesforce so you always know where each account stands. 

Now, in the ideal CX and Salesforce world, what would this integration look like? 

We’ve asked ourselves this and below is what we’ve come up with. 

An API integration 

We’re a connected application that integrates with Salesforce through an application program interface (API). This means you can connect any survey to Salesforce by simply entering your login credentials and choosing the appropriate Salesforce instance. 

We also offer a managed package for customers who may be interested in that approach instead.

Managed Mappings

Our Managed Mappings provide an out-of-the-box capability, which allows you to easily push survey response data into your Salesforce instance. Responses are mapped to Salesforce records according to a pre-defined object structure dictated by GetFeedback. 

Custom Mappings

We also offer Custom Mappings that you can use to pipe feedback data to any object or field in your Salesforce instance. This option is completely customizable and is a key differentiator in the CX space. 

Merge fields

Lastly, you can use merge fields to pull data from Salesforce into your surveys to personalize the survey experience for your customers.

Step 3: tailor the survey experience  

Collecting customer feedback with surveys is the crux of your CX program. So, it’s important to design sleek, mobile-friendly surveys that ask the right questions. 

As we mentioned above, with a Salesforce integration, you can pull in unique customer data to personalize the survey experience, increase engagement rates, and capture smarter feedback.

We make this process easy in a number of ways.   

First, you can start building surveys today with Pre-Built Templates in our Survey Builder. We provide six template categories so you can easily create surveys across your entire company. And they’re designed to include best practices so you’re set up for success at the start. 

We also make it easy to customize your surveys so they match the brand and style of your organization with our Survey Themer. Plus, we offer a myriad of question types, which can be easily added into your surveys along the way.

Regardless of which survey template you choose, you’ll be able to use our Branching Logic, which enables you to take users down different paths based on their survey responses; this way you can customize the experience even further. 

Question Piping is also available to move a response from one question to a later question within the same survey. This helps users recall their previous answers.

Lastly, you can send surveys in the language that is most conducive for your global customers with our Multi-Language feature. 

Our tailored surveys feature is one of the reasons why Vena Solutions chose GetFeedback. Vena’s finance process management software accelerates and improves business by connecting people and enterprise data, resulting in better planning, better decision making, and an elevated role for finance.

Here’s what Shivam Shah from customer success operations at Vena Solutions, shared with us:

Setting up beautiful, tailored surveys is quick and painless with GetFeedback. Using their pre-built templates, we were able to launch our CSAT and NPS surveys in just a few days then started collecting feedback almost immediately. 

Step 4: automate your survey distribution 

Asking for feedback at the right time and in the right place is critical for a strong CX program. 

When sending your survey, you’ll want to use the channels that are most appropriate for your customers. This gives proper context to the user so you garner top-of-mind feedback, higher response rates, and higher quality data. 

Additionally, you’ll want to use Salesforce to automate your distribution rather than a batch-and-blast approach. This controls the cadence so surveys are timely and respondents don’t get fatigued. Plus, it’ll be easier for your internal teams to manage feedback data in small doses.

This is easy to get done with our robust distribution suite. 

For starters, our One-Touch Email lets you embed the first survey question inside an email invitation so feedback is just a click away. We found that doing so can significantly increase your response rate.

By sending surveys with One-Touch email, response rates have increased 120%. GetFeedback also allows us to automate our distribution and instantly pipe response data directly into Salesforce. This saves our team 20-30 hours of manual work each month and helps us to run more efficiently. It’s been a game-changer. —Shivam Shah, Vena Solutions

With our Visualforce Template you can export your survey from GetFeedback as VisualForce code and embed it directly in your VisualForce template builder.

Since 66% of consumers prefer to be reached by companies via SMS over any other distribution channel, we also recommend SMS as a distribution channel when appropriate. With SMS Invitations, you get to send one-way survey invitations over text message to reach customers who are on-the-go. 

Our Automated Email allows you to send survey invitations directly from GetFeedback using Salesforce as a trigger so all reporting is in one platform. 

If you want to collect customer information as they explore your website content, then you can use our Website Overlays feature to embed surveys and lead forms on your website. 

Another valuable channel for feedback is live chat—79% of businesses believe that implementing live chat has had a positive effect on sales, revenue, and customer loyalty. We’ve made it possible for you to distribute surveys directly in a live chat window with Salesforce Chat once a service exchange has ended to collect immediate feedback.

Use our Pardot Integration to seamlessly weave surveys into Pardot emails, get acquainted with leads and deliver personalized content.

With In-App, you can surface questions right inside your web app or mobile app to gather valuable user insights about your product and the user experience.

Lastly, with GetFeedback you can place surveys throughout your Communities and knowledgebase articles to collect feedback from your biggest advocates. 

Step 5: Analyze results and take action

Once you’ve started to collect feedback, you need to aggregate key customer metrics and trends to understand how customers feel about your brand. 

For maximum impact, we recommend mapping feedback data to Salesforce so your contact record is always up-to-date. 

Since all your feedback data is now in Salesforce, you can leverage Salesforce reports, dashboards and Einstein Analytics to get deeper insights on trends within your customer base.

We also recommend granting key stakeholders full access to the results, which gives clear value and visibility into your CX program. 

GetFeedback makes this easy for you. 

With GetFeedback Dashboards, you get real-time insights into your survey results so you can uncover trends and identify opportunities for improvement.

You can also distill customer comments with Text Analytics and understand sentiment through keyword analysis.

However, all of your hard work means nothing if you’re not taking action on your customer feedback.

GetFeedback Dashboards help us quickly analyze response data to spot patterns and trends. We’re able to identify organizational strengths as well as opportunities for improvement. —Shivam Shah, Vena Solutions

Consider your one:one strategy. Make sure each customer receives a response and their feedback is acknowledged as valuable to your business. 

With GetFeedback Actions, you can immediately surface time-sensitive feedback using custom Email Alerts or Salesforce Tasks. This then prompts quick action from internal teams to course-correct and respond as needed.

Since quick action can turn a bad customer experience into something positive, this will help strengthen customer relationships and boost loyalty.

Also consider your one:many strategy. How will you share your findings with stakeholders? How will your program resolve the problems you identified at the start and drive change for your business? 

Taking action on the data you’ve collected is perhaps the most important component of increasing the ROI of your CX program. 

GetFeedback helps us capture the insights we need to take intelligent action. We’ve made organizational changes—investing in operational efficiency—to improve both employee and customer happiness. As a result, our NPS score has stayed above +40 and our CSAT score has consistently remained above 85%. —Shivam Shah, Vena Solutions

Coupling this framework with the right technology will help manage your program across business units. Your customer data will be aggregated under a single platform and your teams will be equipped with the tools necessary to take action.

In conclusion

Integrating customer feedback with Salesforce through the right tools (ehm, like GetFeedback) you’re setting yourself up for a successful customer experience program. 

If you’re looking for more insight on launching a CX program, check out An Article on Customer Experience That Actually Makes Sense. For more CX-related resources in your inbox, sign up for our CX newsletter.  

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