Dynamics 365 - Introduction to Voice of the Customer

Editor's Notes

• #6: Survey tool to allow you to design and execute surveys which can be distributed to customers from Dynamics CRM. Closed loop marketing – directly linking responses back to customers All results come back as CRM records, allowing you to analyse results using standard CRM functionality, like dashboards Why do we want to show you this?
• #7: Works in your CRM system, which most other products don’t – easier, simpler, less error prone Your traditional transactional data + customer opinion data = customer insight Customer experience is a key differentiator between you and your competitors
• #8: Getting started – creating a new survey Basic survey setup Survey designer Go through survey then PREVIEW Edit question Publishing a survey How VoC works behind the scenes – NEXT SLIDE Distributing the survey – NEXT SLIDE x 2 Phones at the ready!
• #9: Because responses take a few minutes to come in, we’ll come back to results later
• #10: Security: the survey is public facing, so don’t publish sensitive customer information Data residency – check Trust Centre and with Microsoft Responses come back in on a regular basis – up to 15 mins
• #11: Start with the end in mind For each question you should be able to answer “what will I do when I have the answer?”. Be really strict to separate the truly insightful from the merely interesting; this will help keep your questionnaire from being too long. Having research capability built in to your CRM mean that you can source demographic and transactional data directly from within CRM itself rather than having to discover these via a questionnaire. Be impartial Be balanced and non-judgmental in how you phrase your questions; don’t “lead the witness”, for instance “Some people think CRMUGUK is the best CRM conference, what do you think?” is not an impartial question, instead ask “What do you think of the CRMUGUK conference?”, or “In your experience how does the CRMUGUK conference compare to other CRM conferences”. Make it easy to respond People should be allowed to respond to your question with an answer that represents their opinion. Consider all the possible answers, not just the most common responses, not forgetting responses such as “I don’t know” or “I don’t want to answer”.  And ask open questions such as “why do you say that?”.  While such open-ended responses are harder to translate into percentages or charts it will ensure that you have the breadth of opinion. Responses to open questions will reveal opinions you have not previously considered and are therefore a great help in designing the available responses for your next survey. Odd or even scale Where you have a question with a scaled response, such as a Bad-Good, Sad-Happy, etc then you need to decide whether an odd or even number of response categories is more appropriate. Odd numbers are good when respondents could be truly neutral or indifferent, although this may encourage lazy neutral responses instead of directing the responder to consider whether they’re slightly more positive or negative towards the statement in the question. Even numbers are required if you want to eliminate that kind of fence sitting. Keep it simple A weakness of conducting research without an interviewer is that questions are more likely to be misinterpreted. Plain and unambiguous language is important, as we need to minimise that occurring. If the question is misinterpreted then responses aren’t useful.
• #12: Reason Start with the end in mind Questions Unambiguous, unbiased language How many questions? What’s minimum to get the information that you need? Order, drop-out rate Answers Make it easy to respond - cover all the bases Pre-defined answers easier to answer, and analyse (avoid free text) Odd or even scale – no sitting on the fence Ask open questions – why do you feel that way?
• #13: It is worth spending time planning the survey to avoid re-work (e.g. routing rules) and make sure you get the answers you’re looking for More difficult to make changes to the response routing in surveys later
• #14: Many different question types Themes, logos Think - where piped data would improve the survey experience Don’t ask for data you already know – if using personal surveys
• #16: Interested in feedback on hotels people are staying at at Summit. Refer back to ‘what do you want find out / start with the end in mind’ Attendees: We’re interested in their hotel experience. Good experience, leave a review Hotel manager: Wants to know of any problems so he/she can resolve them CRMUG: Big Tony wants to know about particularly poor experience so he can help resolve and possibly not recommend the hotel in future
• #17: Back to planning – work out on paper what to do first Pink boxes – client side routing, takes immediate effect Blue boxes – server side routing, happens behind the scenes (USING WORKFLOW) DEMO RESPONSE ROUTING IN CRM
• #18: Benchmark ‘good’ score: 5-10 average across industry sectors The best performers in your industry will have 70+ scores The worst have negative values (e.g mobile phone operators) Think about the maths – to get a good score, you need to be consistently AMAZING e.g majority of people scoring you 9 or 10, the others scoring 7 or 8
• #19: Look at survey basics – e.g. theme Look at the designer and question set, refer back to NPS Explain response routing, client and server Emphasise – try different question types, use Preview to test What about long-running surveys? Terminology: ‘responses’ vs ‘feedback’ Responses – standard survey responses Feedback – responses stored in a custom entity for a survey Consider feedback for Surveys that don’t change often Surveys where the answers are reportable rather than text Example: surveying guests after staying at a hotel
• #21: Demo – email link and snippets. Explain that CRM substitutes the snippet on the way out for the proper bespoke link for the customer Optional: show email template with survey 'Please fill in our hotel survey'
• #22: SHOW RESPONSES: emails sent out, ‘Tony’s dashboard’ showing tasks to follow up on for bad customer scores, overall NPS scroes for hotels RESULTS: SHOW CAT VS DOG, OOTB dashboards and reports, then hotel results, then any type of analysis is available – Excel, Power BI, Data Warehouse etc etc Need to have prepared the surveys – cat vs dog and hotel survey ASAP and fill in some answers for the dashboards Responses are CRM records – analyse as you would any other records – dashboards, Excel templates (next door) etc VoC dashboard
• #23: So for our example, you could look at average NPS hotel trends and follow-up actions could result - e.g. Mr Hotel Manager, what are you doing to address this? Think about ongoing analysis you want to do to discover trends / patterns Show OOTB dashboards, mention how to enable them Show OOTB NPS report
• #24: What are you trying to do, and what is your business ABLE to do. We’ve organised follow-up actions We know how our customer feel, and why Now ‘enact change’ What’s Tony going to do about hotel selection, what is the hotel going to do about bad feedback? Publish testimonials on hotel website, brochures, use the positive feedback VoC surveys can be used as part of an overall business change programme. VoC actually fits into a normal campaign process in CRM, so use campaigns and campaign activities, or project service to organise the ‘voice of the customer’ campaign and respond to feedback. Using even more Microsoft D365 functionality to manage your feedback process. Monitor – keep it up! Response rates, drop-out rates, tweaking surveys as a result Without action, results are ‘just interesting’
• #25: Just scratching the surface. Much more functionality to explore. I’ve found, the more I’ve looked, the more I’ve found. Example: After Summit send survey to hotel managers to find out what their action plan is? What did you think of the Summit delegates? Was it worth your while?
• #27: ANDY then SIMON
• #28: FREE INCLUDED WITH LICENCE
• #29: Anybody NOW interested in VOC?