Customer Experience Trends from C3
Members of the Clicktools team have just participated in the CallidusCloud Connections (C3) 2014 conference, November 10-11 in London and we wanted to quickly report back on key findings and trends from the event. With a full day of learning, collaboration, training, product and technology sessions, customer panels, and hands-on demos, C3 provided plenty of real-life examples of how to drive more revenue, improve sales and marketing alignment, and increase organizational effectiveness.
As you know by now, Clicktools is a CallidusCloud company, so this was our first C3 as a part of the Callidus family. We presented an entire track with sessions from Product Director, Andrew Walker, on The New Era of Feedback in CRM and CEO, David Jackson, on why customer experience is your new best sales person. A big thank you to our customers who shared their Clicktools best practices, as well! Andy Louca, Head of CRM & Business Information for Thomson Reuters, presented Streamlining Customer Retention and Renewals with Clicktools, and Teresa Goebel, Senior Manager Sales Operations & CRM, Brainlab, offered a session on NPS into CRM using Clicktools. Thanks a million to both of you!
The conference also included keynotes from leading analysts such as Forrester, thought-leaders from various technology spaces, and breakout sessions from CallidusCloud customers from all industries such as Experian, Vodafone, and Kimberly-Clark. After taking it all in from these leading-edge thinkers and businesses, we came to these conclusions:
- Think buyer journey, not sales process. Many organizations still take an inside-out approach to sales, but this may not be the best experience for your customers. Just like other customer-facing interaction points, you’ll likely improve your sales process if you envisage it from the buyer’s perspective. How easy are you to do business with?
- Customer experience is a winning sales strategy. There is still a tendency to isolate sales processes from the broader customer experience strategy. This is a mistake. Consider the entire customer journey as a way to earn loyal customers who don’t just buy once, but repeatedly, and who sing your praises socially, thus generating additional word-of-mouth leads.
- Strive for lead to money to more money. Stemming from CallidusCloud’s Lead to Money model, companies see real profits when they can score not just a first sale, but a second and beyond. We’ve coined the term Lead to Money to Money (L2M2M) to remind sales and marketing management that the real goal is to win repeat sales. When this becomes the rule rather than the exception, you’ll see profits flow!
- Buyer context drives content strategy. The key to a successful content strategy is to consider where buyers are in their journey and to serve up the right pieces to urge them smoothly along. It’s a great exercise for your marketing team to walk through the process from an outside-in perspective and fill in the blanks where new or better content would deepen engagement.
All in all, it was a super event and we were thrilled to attend. If you’d like to discuss any of the points above or how customer feedback in CRM improves the buyer journey and overall customer experience, please request a Clicktools demo.
Lastly, if this sounds like your kind of event, you can still register to attend C3 on November 14th in Frankfurt. REGISTER NOW.