What's the first word you think of when you hear the letters "CX?" Chances are it's "surveys." But a best-practice Customer Experience program is so much more than just surveys. There are a lot of ways to gather accurate, insightful feedback, but there's a right way and a wrong way to get that feedback. There are several advanced tactics that will enable you to bake in feedback across the lifecycle, synchronized to each touch point and interaction your customers have with your company. In this session, you'll get actionable advice to institutionalize this system in your organization.

1. 201
8
Sarah Couch
Manager, Global Customer
Success Field Enablement
How to Institutionalize Feedback at
Every Stage of Your Customer
Journey Beyond Just Surveys
Nancy Bray
CS Enablement Program Manager

2. 201
8
How to Institutionalize Feedback at Every Stage of
Your Customer Journey Beyond Just Surveys

3. CO + CX = CS
Customer
Success
Desired
Outcomes
Exceptional
Experience
Customer Success Combines Outcomes and Experience

4. Drive Growth
and Advocate
Renew but
Don’t Expand
Are at Risk
for Churn
Churn and
Detract
CX
CO
Truly Loyal
Trapped
Accessible
High Risk
Achieving Your Business Goals Requires Outcomes & Experience

5. Experience Health
Improve Customer Experience by capturing and acting on Customer
Feedback
Solution:
• Execute closed loop VoC programs by
sending the right message at the right
time and by taking action on feedback
• Take proactive action on customer
signals, such as support interactions or
usage data, to improve CX before
customers escalate directly
• Deliver insights to prioritize
improvements to interactions across
the customer journey
KPI: Retention, Advocacy
Current Challenge:
We don’t leverage our customer data to
improve CX, resulting in reactive
escalations and poor survey engagement
Required: Insights &
Actions
Suggested Add-ons:
Journey OrchestratorCx
3
Experienc
e
Health

6. Sarah Couch
Manager, Global Customer Success
Field Enablement
Nancy Bray
CS Enablement Program Manager

7. Session Agenda
• How we Measure the Customer Experience
• Closing the Loop with Customers
• Case Study: Using Customer Feedback to Drive Outcomes

8. Employees Customer
Service
Fun
Innovation Integrity Profitability
Why Customer Feedback Matters

9. THE RESULTSatisfaction at 98%, 3rd year running
98% 97%98%
2014 2015 2016
98%
2017
Workday Confidential

10. Touchpoint Surveys Annual Surveys
Informational
Surveys
Measuring the Customer Experience
600+
since 2015
14,000+
since 2012
150+
since 2017

11. Closed Loop Feedback Activities
Survey Follow Up
via CTA
• Playbook in Gainsight
• Reach out to customer to discuss feedback
• Document discussion in CTA

12. Closed Loop Feedback Activities
Create Action Plans
for Company and
Customers
• Use consolidated customer feedback to create action plans
to improve product or service offerings
• CSM uses customer feedback to provide training and
support
Survey Follow Up
via CTA
• Playbook in Gainsight
• Reach out to customer to discuss feedback
• Document discussion in CTA

13. Closed Loop Feedback Activities
Create Action Plans
for Company and
Customers
Communicate Actions
Back to Customers
• Use consolidated customer feedback to create action plans
to improve product or service offerings
• CSM uses customer feedback to provide training and
support
• Satisfaction shared publicly by our CEO at our annual
customer conference
• Action plans interwoven into customer communications
• CSMs discuss feedback directly with customers
Survey Follow Up
via CTA
• Playbook in Gainsight
• Reach out to customer to discuss feedback
• Document discussion in CTA

14. Case Study: Using Customer Feedback
to Drive Outcomes

15. Production Preparedness
Workday Confidential
Pillars of
Success
Videos
Production
Preparedness
Review
Meeting
Production
Preparedness
Check-in
Customer
Success
Introduction
Plan Deploy
Informal
follow-up as
needed
Pillars of Success Videos
Embrace Change Rolling Adoption Engagement
Product Training by Role

16. Production Preparedness Assessment
Embrace Change
Rolling Adoption
Engagement
• Support Model (Roles & Responsibilities)
• Governance
• Change Management
• Ongoing Training
• Feature Release Cycle awareness
• Planning for ongoing adoption
• Workday Community
• Regional, Product and Special Interest Groups
• Workday Customer Enablement and Partner offerings

17. Feedback Loop Post Assessment
Year 1
Initial
Go Live
Production
Preparedness
Post
Go Live
D E P L O Y M E N T
Escalation Point of Contact
Informal Check-in
Annual
Business
Review
Workday Confidential

18. Lessons Learned
Create opportunities to listen to your customers
Generate actions based on feedback
Acknowledge feedback received and close the loop
with customers