Introduction
Hey everyone, thank you so much for joining. We’re going to be talking about small changes, big impact today. So at a really high level, we’ll be talking about a 120-day plan for digital experience success and what that means when it comes to setting up your digital experience program. I’m joined here today with Jess. I’ll let her introduce herself in just a second. But my name’s Chris Rey. I’m a senior digital experience strategist with Medallia. I’ve been with the company for about five years, working on delivery roles, sales roles, and a few other things. But I’m looking forward to talking with you all today.
Working Together
Thanks, Chris. Best part about this webinar is that Chris and I used to work together for almost all of those five years. So we’ve seen the inside look from our customers working with some of the biggest brands in the world. Introducing myself, I’m Jess Gangemi. I’m the head of digital solutions here at Medallia, globally, and my team works with thousands of brands around the globe in helping them use our products to improve their digital channels.
Transforming Insights into Actions
A lot of the questions that we get from customers are something as simple as this. “I’ve launched a program, now how do I start seeing wins?” A lot of our customers get a little hung up on scores. They start to think about their NPS; they start to think about benchmarking. But what we want to talk about today is how do you transform real insights, verbatim feedback, the signals you’re getting from the behaviors of your customers into actions that add value for your program?
Setting Up a 120-Day Plan
So let’s look at what a 120-day plan may look like when setting up a program. And again, keep in mind these are guidelines, not hard and fast timelines. If you don’t meet these timelines, you’re not in a better or worse place. But we just want to clarify again that these are just general timelines that we see a lot of clients and recommend clients to shoot for.
First 30 to 60 Days
So at the first 30 to 60 days, you typically want to start off by aligning on your business goals. Now, you’ll have done this with your commercial teams when you’ve started becoming a Medallia client, and we’ll translate that to the professional services situation as well. But aligning on business goals, this means, what do you want to get out of your program? What are the outcomes that you’re looking for? What’s important to the business? The second part of that is building your program. It’s kind of the tactical part of question design. Where are you putting your surveys? Who’s responsible for reading the data and actioning it?
90-Day Mark
Now the second step here is at the 90-day mark, once you’ve got your program set up you know what you’re marching towards, what your goals are and you’ve got your surveys designed and launched, what do you want to start looking at is uncovering and acting on low-hanging fruit. I think there’s this notion with a lot of these CX programs that there’s going to be this big lightbulb moment and we’ll find something that is going to save us millions of dollars in the snap of the finger.
Uncovering Low-Hanging Fruit
When we say low-hanging fruit, it could be as something as simple as updating a button or changing some text or a page layout that could really help do something like increase conversions or even increase certain metrics and scores. So we don’t want you to always think that it has to be these big picture goals that help you achieve your business outcomes. It could be small things that add up over time.
Telling Your Story at 120 Days
Now finally, at the 120 days mark, what we’re going to talk about is telling your story across the org and showcasing your return on investment. Now, this part is really, really critical on an ongoing basis, but at 120 days is typically when you have, I would say, enough data to tell your story and really formulate a narrative. At a high level, what telling your story means is sharing this data across the organization and with key stakeholders so they understand what your customers are seeing so they can really empathize and potentially act with you as partners in your organization.
Uncovering Trends at 90 Days
(bright upbeat music)
So we’ve talked about 30, 60 days. Let’s talk about 90 days. That means your program’s live at this point. You’re collecting feedback, you’ve aligned to your business goals, you’ve got signals coming in, you’ve got comments coming in. Hopefully, you’ve got things like text analytics as well to break down your own structured text from your digital surveys.
Uncovering Low-Hanging Fruit at 90 Days
But in 90 days is when really you can start looking at taking small actions that could hopefully lead to big impact. So like we talked about at the beginning, while you always maybe want that home run find, I want to set expectations that uncovering the small, the single hits, the small little low-hanging fruit is totally valid thing to work for.
Uncovering Low-Hanging Fruit Strategies
So when we talk about uncovering low-hanging fruit, let’s talk about how clients may do that. And I know you’ve done this as well, working with other tools at previous jobs before Medallia, but how do we uncover these low-hanging fruits? What do clients usually do? And in my experience, and in your experience as well, they look at aggregate level trends. And so what I mean by that is dips or spikes in your aggregate-level metrics. So it could be OSAT, it could be NPS, it could be your customer effort score, but metrics aside, provided metrics from your customers, things like volumes, survey volumes as well is something you could look at, that could be an indicator of a problem or a challenge in certain journeys.
Understanding Longitudinal Data
So looking at data longitudinally and spiking in dips over time could help you understand did it coincide with the release? Did it coincide with the change that you had in your app or your website? So some things to keep in mind, but starting at a high level, aggregate trends, typically where you want to start around 90 days with your investigations.
Volume and Its Misconceptions
A lot of customers, they get so hung up on my volume here is not high enough, and they feel like they really need it to be high in order to make changes. And that’s really not true. And we really want to get out of that mindset. If your volume is what it is on a certain journey, what is that volume telling you just in itself? It could go two ways. You could actually have some feedback in there to uncover to say, “Oh, here’s trends that people are talking about. Even though I don’t have as much volume to validate it, we’re going to wait a little bit longer to see if this really becomes a trend or a pain point for our end users.” Or sometimes if your volume’s not there maybe it’s truly not an issue.
Passion Methodology and Thinking Small
Again, going back to that passion methodology I shared, if your customers aren’t passionate about, they’re not passionate about sharing that experience, sharing any experiences around that particular journey maybe you should look elsewhere for those aggregated trends because that’s actually a good thing. There’s nothing wrong with that. And then the other point here is don’t be afraid to think small. Similar to what I was saying, sometimes the biggest problems for your end users for 200 users, sometimes those problems are easy things to fix and they’re low-hanging opportunities for you to take action on.
Tracking Small Wins
Absolutely, could be as small as just fixing the color of a button or some things like this, and we’ll talk about an example in just a little bit here, but think small. Think small is your program, and one thing I also want to recommend and I’ve had clients do this, is they track their wins and the things that they find and everyone does it a little bit differently and I recommend doing this in your career, Jess, as we’ve talked about many times, you’ve coached me on how to track your small wins. But if you’re a program owner, you should be tracking these small wins. If you share any feedback with someone that leads to even a small change, eventually you’re going to need to report that to someone to show the value of the ROI when you have to tell your story at the next step. So something we can talk about more in just a minute here.
Strategies for Uncovering Low-Hanging Fruit
So we’ve talked about the strategies strong, covering low-hanging fruit, and how we’d recommend going about it, and what we see clients do. We talk about tracking wins, but let’s dive into a specific example of someone uncovering low-hanging fruit.
Healthcare Example: Reducing Operational Costs
So we’ve got a healthcare example with a client who was really focused on reducing operational costs. And I do want to talk a little bit about how they went about it. What about using the kind of framework from the previous step that they did?
Program Design for Digital Experience Enhancement
In this healthcare example, the first thing we’ll look at here is their program design. What this client was really focused on was enhancing their digital experience and like we’ve talked about, reducing operational costs, reducing contact center volumes specifically. Earlier we talked about digital experiences, driving calls quite a bit. How would contact center know that? How would digital channels know that? Well, this healthcare company was really focused in on that specific point. They really wanted to understand the key journey and the dropout, so they designed their program with a lot of abandonment surveys.
Tools for Insight: Abandonment Surveys and Digital Experience Analytics
Now, for those of you who are familiar, abandonment surveys, we briefly touched on this, but Medallia Digital has a way for customers to launch a survey that can stop someone from leaving a web experience to ask them a couple questions while they’re on their way out the door just to understand the why behind that. So that was the first thing that this healthcare company did. They launched abandonment surveys on self-service journeys around login and paying a bill, so that when someone does hit those pages and attempts to leave, they had that understanding of why that was happening. The second thing that they did was pairing survey responses with session replays and heat maps.
Tactical Approach: Role-Specific Alerts
Another tool that is in our digital suite, bag of tricks I’ll say, is digital experience analytics. And that allows us to not only capture session replays and heat maps, but it also allows us capture a whole list of behavioral analytics that we can pair with your survey data. So they deployed that as well. The last thing they did was they, we worked with them to design role-specific alerts for spikes in feedback drops in scores. So their critical metrics were in self-service journeys. So just to take a quick step back, it was survey design on abandonment. It was pairing survey data with digital experience analytics such as social replays, heat maps, and behavioral data. And then the third thing was role-specific alerts. So that was the very tactical, here’s how we’re going to listen, here’s how we’re going to understand, and then here’s how we’re going to make sure that we are getting alerted to critical points. Pretty succinct, pretty easy to do with Medallia’s Digital Suite.
Rapid Action and the Impact of Small Changes
The point here on how they activated the org, fix went out in under an hour. I’m hearing that a lot, that example of some of our clients saying, “Once we uncovered this, our development team executed it in one week or executed it in one hour and they had the framework in place,” and they were able to tell that story of how it’s impacting their bottom line to get that outcome. So that’s something to take note as well, that the small changes can lead to big impact. I don’t mean to put the whole plug of the webinar here but small changes also create a great relationship with your digital product owners and your web developers to get bigger fixes in later.
Small Steps for Big Outcomes
Yeah, absolutely. I like this philosophy of life too. If it’s anything around things like getting fit or losing weight, small steps in the right direction. True. You’re not going to get far unless you take small steps to start.
