Customer Relationship Program
- 1. Customer Relationship Program Gap Analysis & Recommendations
- 2. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 2 Customer Relationship Program Agenda Objectives Customer Lifecycle touchpoints Summary of Current State Social Media Feedback Management Customer Advisory Council User Groups/Social Business User Communities Voice of the Customer Voice of the Employee Recommendations Timeline
- 3. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 3 Customer Relationship Program Objectives: Develop and enhance customer relationships Assess the state of current customer-facing programs and efforts with basic gap analysis against best practices Revamp ongoing customer communications, including processes, vehicles and timing, with an eye toward reaching beyond IT to speak to users Integrate a Social Media and Good Community plan to better leverage the input and participation of various constituents “Programmatize” ongoing Customer Advisory Council interactions Track and channel App Store/ Marketplace feedback as well as social media and community activities
- 4. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 4 Customer Lifecycle Touchpoints - IT EvaluationWho is od? Legal / Professional Proof of conc ept Lead/Prospect Who is Good? Evaluation Proof of Concept First Purchase Knowledge Worker Deployment Enterprise Deployment Website Website download Website Website Website Website Brochures Admin Provisioning email Admin Provisioning email Admin Provisioning email Admin Provisioning email Admin Provisioning email Whitepapers End User download email End User download email End User download email End User download email End User download email Press Releases 15 days-trial expiring email Customer Reference Program if selected Customer Reference Program if selected Customer Reference Program if selected Videos Sales Engineer as required Sales Engineer as required Sales Engineer as required Sales Engineer as required Sales Engineer as required Sales Development Reps Customer Advisory Council if nominated Customer Advisory Council if nominated Customer Advisory Council if nominated Sales Reps (SAMS, Corporate Sales Reps & Annuity) Sales Reps (SAMS, Corporate Sales Reps) Sales Reps (SAMS, Corporate Sales Reps) Sales Reps (SAMS, Corporate Sales Reps) Sales Reps (SAMS, Corporate Sales Reps) Sales Reps (SAMS, Corporate Sales Reps) Marketing Campaigns Release notes if opted in Release notes if opted in Release notes if opted in Release notes if opted in Events Customer Care/Tech Support email support Customer Care/Tech Support Customer Care/Tech Support Customer Care/Tech Support Customer Care/Tech Support
- 5. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 5 Customer Lifecycle Touchpoints – System Admin EvaluationWho is od? Legal / Professional Proof of conc ept Lead/Prospect Who is Good? Evaluation Proof of Concept First Purchase Knowledge Worker Deployment Enterprise Deployment Website Website download Website Website Website Website Brochures Admin Provisioning emails Admin Provisioning emails Admin Provisioning emails Admin Provisioning emails Admin Provisioning emails Whitepapers End User download email End User download email End User download email End User download email End User download email Press Releases Sales/SE as required Sales/SE as required Sales/SE as required Sales/SE as required Sales/SE as required Videos 15 days-trial expiring email BeGood BeGood BeGood BeGood Marketing Campaigns Customer Care/Tech Support email support Customer Care/Tech Support Customer Care/Tech Support Customer Care/Tech Support Customer Care/Tech Support Release notes if opted in Release notes if opted in Release notes if opted in Release notes if opted in
- 6. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 6 Customer Lifecycle Touchpoints – End User EvaluationWho is od? Legal / Professional Proof of conc ept Who is Good? Evaluation Proof of Concept First Purchase Knowledge Worker Deployment Enterprise Deployment Website Website Website Website Website Website Brochures End User download email End User download email End User download email End User download email End User download email Whitepapers App Store/ Marketplace reviews App Store/ Marketplace reviews App Store/ Marketplace reviews App Store/ Marketplace reviews App Store/ Marketplace reviews Press Releases Customer Care Customer Care Customer Care Customer Care Customer Care Videos BeGood BeGood BeGood BeGood BeGood
- 7. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 7 No “True Record” of the customer; SFDC database content does not support current business needs Expedite clean-up & re-launch Validate CIO/CTO, IT Management & System Admin contact info for all accounts Create 2 step “email opt out” process to insure compliance Develop maintenance processes & enforce adherence Need to execute a customer analytics strategy Measure and optimize all marketing campaigns, across all media; multi-channel campaign management; direct, contact centers, web, email, social media & communities Summary of Current State
- 8. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 8 Disjointed efforts with touchpoints that are not effectively carrying on the company message due to silos Evaluation, Deployment, Customer Care, Technical Support, etc. all need to become part of the Customer Experience ecosystem Workflow processes are not documented resulting in “black holes” Ad hoc processes & content are wild west mix of quick-fixes rather than sustainability; not manageable nor scalable Crucial need for formal Feature Requests process stated by Customers, Sales, Engineering, Technical Support & Marketing Prioritize feature requests and create closed loop Document workflows including communications Summary of Current State
- 9. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 9 Tightly controlled ownership of the customer assets by Sales creates roadblocks to marketing initiatives Limits access to customers for customer visits and surveys Accurate contact database required to adopt “Tell don’t Ask” approach to customer contact Deployment lag time causes known but not quantified Product related - Scalability, Domino, HA/DR, lack of product feature Bought ahead of demand due to budget or discounted CALs Need help in IL/CL model strategy & policies Communication process amplifying problems (lack of communication, incorrect communication) Summary of Current State
- 10. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 10 Social Media Social Media can be effective across the entire customer lifecycle Listen to the Voice of the Customer Not only talking with your customers, they’re talking to each other Most companies following a strategy of "controlled experimentation” Open Social Media channels bring major restrictions in control, governance, and data ownership; use with care Recommended initial program organization is Hub & Spoke Hub in the organization sets guidelines & gives direction, participation takes place across the organization Develop brand advocacy program to create influencers using employees, advocates & agencies Embrace customer advocates Recruit them to work for you
- 11. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 11 Social Media Integrate Program with CRM Update CRM files from social media posts and tweets Coordinate media tracking and lead generation Build detailed profiles of customers/their needs Develop Success Metrics Vast amounts of unstructured, text-based data make it nearly impossible to measure except for effectiveness Key effectiveness metrics: willingness to repurchase, reluctance to switch, and likelihood to recommend Direct customers to post‐contact satisfaction survey Promote a link at the end of an interaction Post link on Facebook, Twitter, etc.
- 12. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 12 Customers interviewed that purchased Good for Security usually forbid Social Media at work, especially if regulated Mainstream customers more likely to allow participation Expand Social Media monitoring to include total online presence also searching industry keywords, competitor mentions Track what is being said and who is saying it on all social media; respond immediately to show you care Look for influencers with relevance Competitive intelligence Evaluate solution/service to perform monitoring & analysis Radian6 integrates with & was purchased by Salesforce.com Captures conversations across Facebook, Twitter, YouTube, LinkedIn, blogs & online communities Provides actionable insights real-time Social Media
- 13. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 13 Facebook not effective venue for Business Application efforts 90%-95% of people who click “like” never visit the Facebook page again Wikipedia is “Good” Facebook page; “written like an advertisement” with links to Cobaltblu & Intercastingcorp & should be rewritten LinkedIn Today news feed provides fresh information & is turning LinkedIn to a daily destination Join groups - focus on where your prospects, not peers, congregate Show subject matter expertise, market & thought leader , become top influencer Twitter users are the most active and involved online; response to customers real-time, most interactive Listen to Twitter to determine if customers, if yes they need to be engaged directly Promote brand, monitor trends, push announcements & whitepapers Social Media
- 14. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 14 Feedback Management Need to manage end-user ratings and reviews in App Store & Marketplace Short term – “seed” ratings with advocator reviews Mitigate negative reviews by establishing customer expectations before download Educate the end-user, explaining policies vs. feature functionality Provide Good deployment announcement email template to IT for push through to end-users, outlining benefit statements on security & policies Restate policies vs. functionality in “Welcome” email Circumvent App Store & Marketplace by providing an alternative that allows response Add value to review by enabling a conversation stream Provide link in “Welcome” email as part of download process or pop-up within Good application upon download
- 15. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 15 Feedback Management Push review requests at CIO, IT Management & System Admin levels (reviews at download are typically from end-users) Develop formal processes for obtaining customer input across all channels of communication Standardize customer satisfaction, loyalty or experience metrics across the enterprise Assay customer loyalty with “ultimate question”: “How likely are you to recommend our product?” 0-6 response = “detractor”; 7-8 = “passive”; 9-10 = “advocate” Integrate Feedback Management into CRM Greater response rates from personalized emails and from shorter surveys (shorter as many questions are populated by CRM data). Customer Care & Technical Support are in the process of shortening their customer surveys to one question to improve response rate- “Satisfied with the transaction?” Integrate customer feedback responses into CRM to provide attitudinal data
- 16. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 16 Customer Advisory Council Selecting participating customers Target companies that are representative of the type of businesses you wish to nurture or acquire Consider cultural fit as well - are the target corporations innovative, early adopters, collaborative? Consider key attributes of individuals to meet your strategic objectives Title, openness to new ideas, access to industry network, committee membership, ability to influence internally/externally, internal decision making power, budget authority, length of experience as a customer Consider council composition in terms of discipline and authority level – CIO/CTO or IT Director CAC; don’t mix authorities and disciplines Aim for 10-20 customers on council
- 17. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 17 Customer Advisory Council Participation Commitment Members are normally invited to participate for 1-3 years, Quarterly CAC meetings 1-2 In-person meetings; remaining interactive web meetings Second in-person meeting held alongside a major industry event Complete X number of surveys in between Monthly (at least) participation on online community Decisions on renewing memberships made annually Ideally always a mix of veterans and newbies in CAC Establish alumni program to provide process for retiring CAC members Keep them engaged & maintain loyalty through online community Acknowledge their contributions Flag them as an alumni and distinguished contributor
- 18. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 18 Customer Advisory Council Quarterly Meetings Face-to-face interactions yield the most results in the shortest period of time Video conferencing is an option for global meetings but lacks personal interaction required to become highly engaged Select topics of discussion that excite the customer community and provide insight into your business objectives Non-company industry thought leaders should be on agenda as often as possible Company should be listening 5 times more than speaking All presentations should be interactive & more conversational CAC members provide structured input/feedback/guidance on market requirements, tradeoffs, initiatives, top issues
- 19. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 19 Customer Advisory Council Online Community Near instant feedback from CAC with no physical limit on contributions Complete transcript of all interactions is always available Create one topic per month to discuss in the CAC community keep the conversation open online Encourage CAC members to provide feedback directly online to each other’s comments Moderate conversations to keep the online forum on topic Post media in the online community, podcasts, videos, audio etc., to educate CAC members and get their reactions online Continually push new content to the Community; at least weekly Execute on insights gathered, developing formal process, reporting status, ensuring follow-up on CAC recommendations .
- 20. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 20 Customer Advisory Council Reporting Develop metrics to measure CAC success at achieving strategic goals Monthly reports for closed loop on CAC recommendations Activity feedback reports detailing the status and outcome of key recommendations to prove their ideas are taken seriously Summarize session at the end of every meeting: “What we heard you say & our action items” Incorporate transcript into the regular CAC feedback reports Quarterly update of product / engineering / market initiatives and priorities; detail any tradeoffs or decision points for CAC update and/or input Present during quarterly meeting
- 21. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 21 User Groups 100% of customers interviewed would be interested in participating in User Group All prefer regional to vertical industry group Topics suggested by customers: Discuss security & compliance Hold technical sessions Best Practices webinars – IL strategy & policies, Deployment, GMA Create open National User Group; annual meeting to coincide with major event Quarterly regional meetings; in-person & live webinars Training & applications strategies at national & regional events Online Communities sub-divided for all levels Authority Level- C-level, IT Management, System Admin, VAR, ISV Product Industry
- 22. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 22 Social Business User Communities Develop Social Business User Communities for customers and partners; open to all customers & partners Separate customer community forums with different content, dependent on level of engagement with product IT Management, system admin, end-user Require company email address at enrollment & validate customer status Consider making end-user forum a completely open community as BeGood is now, dependent on content Separate partner communities & content, based product involvement VAR, SI, & ISV partners Relationship validation required at enrollment
- 23. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 23 Social Business User Communities Social Business Communities drive customer satisfaction & retention Removing bottlenecks, giving access to information Enabling broader collaboration between companies and clients in a protected, private setting Giving the customer a voice Direct access to experts & peers Online communities are causing a radical overhaul of customer service processes Filling the gaps between what the corporation is delivering in terms of sales support, post sales service, training etc. Especially for Mid-market & SB
- 24. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 24 Social Business User Communities From Corporate prospective, benefits online communities provide include: Customer Service Understanding customer’s needs & issues Product improvement Improving customer relations Generation of innovation Trend spotting Marketing Building reputation as an industry thought leader Facilitates collecting Feedback
- 25. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 25 Social Business User Communities Best Practices Put the needs of the community first If customers needs are put first, the value will quickly emerge Active community management is essential Requires active administration, management, and moderation Draw in the best new participants and contributions to ensure the community has a substantial foundation Engage influencers with relevance Moderate conversations to handle critics, complainers and creators to keep the conversations/online forum on topic Seeding the content/topics is a permanent ongoing process for many aspects of any community site Human resources need to be in place to respond and interact with the community for success
- 26. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 26 Social Business User Communities Best Practices - continued The more the business is integrated, the better the community will work Community members are your customers; they should be engaged directly Create the early critical mass to improve levels of participation Mutual ownership and control of communities enables trust and involvement Give up some of the control Essential for the community to thrive through open conversation, honesty, trust, and candor Connect the community with the other CRM-related aspects of the organization Have a mechanism in place for keeping customers in the loop Report status when you take action on their ideas and needs
- 27. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 27 Partner Relationship Management Relationship management paradigm for the next decade is Integrated Partner and Customer Relationship Management Social, CRM, and PRM strategies and systems converge around a central enterprise data repository Provisions need to be made for PRM methodologies and systems to manage the far more complex relationship with your partners Remember that indirect channel partners are independent entities and not a part of, and do not subscribe to, your CRM strategy Develop Partner Online Communities for ISVs & VARs Encourage (but not control) collaboration throughout the partner ecosystem Crowd sourcing of ideas & solutions Influence selling and buying behavior Track issues and trends
- 28. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 28 Customer Relationship Best Practices Centralized coordination of customer experience efforts headed by Chief Customer Officer or VP/Director Customer Experience Consistent, concise, collaborative, connected, customer-centric, communications Shift to an outside-in focus in business process re-engineering Define desired customer experience and backwards engineer business processes to achieve Proactively seek to delight customers & produce greater customer lifetime value Measure and reward customer-centric behavior in employees Review how data and analytics are consumed in and produced by business processes Align all touchpoints with customer needs Achieve Comprehensive understanding of social channels that empower customers Empowered customers are more deeply engaged
- 29. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 29 Voice of the Customer – Interviews Primary communications are status meetings with sales & engineers (if international , separate calls for US & Europe) & status technical status calls on open tickets Heavily regulated customers do not allow access to social media; technical & knowledgebase forums allowed Several customers unaware of BeGood Release notes not being received Need concise roadmap; communicate reasons when dates missed & give new target date No pre-notice of releases Lacking in whitepapers Set customer expectations instead of having to call Quarterly stakeholders status review Need closed loop on feature requests
- 30. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 30 Voice of the Customer – Interviews Scalability issues HTML very important (been promising delivery since 12/09) Need updates- MORE INFORMATION!! No communications on delays – be open! Not enough information on what’s being worked on & roadmap Customer Advisory Council was great; learned great deal from Roundtable Would like help in information to push to end-users at deployment Deployment whitepaper Need open communication on known issues Long term customer (used to do Beta testing; suggested “BeGood”)- ”Can’t talk to Rona anymore as he doesn’t have enough CALs” (Started with Palm, switched to BB in Motorola days & now moving to iOS & Android tablets)-”still loves company & product”
- 31. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 31 Voice of the Customer – Interviews “Haven’t heard from Good re: Windows 7 “ Received very generic email for renewals Should add a status column to known issues on Release Notes Remove resolved issues history in Release Notes, reflect only those resolved in current release Highlight new content (Admin notes & guides 209 pages); what’s new? Separate Release Notes for Exchange & Domino Need to be faster paced on resolving issues & better QA “Product not really Enterprise grade” “Good is excellent from Marketing perspective; support side lacking” No automated way to do failover; every update worry about file base Premier customer doesn’t feel treated like one until a reference needed “Good is very “hands on”; excellent partner”
- 32. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 32 Voice of Employees– Interviews Only 10-25% of contacts get marketing communications IT admins often not on contact list Need alerts to new content on web, especially download sites How to’s & policies should be on browser based management console; bundle with new video for end user or admin 80% of end user negatives are result of customer expectations Release notes are cryptic Lack of support on documentation updates on download sites; needed as result of release notes When bug is validated, get communications out Deployment should be “straight forward” not “easy”; sets wrong expectations Customer expectations are “instant download”
- 33. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 33 Voice of Employees– Interviews Bug tickets- discussions & when last touch should be hidden from customers Need controlled communications - incremental info on rhythm of progress Possibly new tabs within application for feedback & info re: policies vs functionality & user guides Track feature requests on self-serve portal with status updates Need process for custom develop if Product Management says no or low priority for general release Make GMC a customer “portal” for tips, reviews, etc. Currently only visited to delete, add, wipe devices so no reason to visit often. Creating content posted there would bring them back Pop up our own rating system within app itself; open a dialog to engage with user; policies are step in activation-pop dialog box; also know when policy changes & push-1 app can call another-invoke feedback, tutorials & get help
- 34. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 34 Voice of Employees– Interviews Early adopters & niche players that were highly regulated will put up with a lot from our product for security needs; how important is security in mainstream? Knowledge is low on problems that early adopters have experienced; haven’t maintained info on lessons learned Keep commitments on roadmap; currently no credibility Premium accounts provided a designated Technical Account Manager primarily due to bad processes “Black hole” of service requests (6 year old open requests found) Need to create solutions Knowledge Center tool for technical support & self-serve Most contracts state “zero access to information on customers “ Push back from customers on social media as it could share customer information
- 35. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 35 Voice of Employees – Interviews “Get info” Newsletters & press releases not pushed to customers or field people There is a layer between CIO & Admin that we need to target push communications; senior level VP or director No webinars on line- easiest to control; seed audience with smart questions- Educational webinars-10 top deployment best practices, Securing the corporate enterprise, 10 top items re: security for mobile devices Release notes- don’t list “Security Enhancements” without being specific. Security is what they bought, infers that there was vulnerability before Add benefit statement to feature enhancement free form on Good Portal creates garbage in Oracle Good portion of Corp Sales Rep time holding hand while going through eval
- 36. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 36 Voice of Employees – Interviews Doesn’t let customers call tech support alone; makes call in tandem Good’s practices often compared unfavorably to RIM/Blackberry- communications, technical documentation, sales communication, credibility in roadmap Need Product demo, FAQs, Quick Start Guides Manilla customer service is horrendous; on hold for hours Major accts contacted by 3rd party for renewals; don’t have right pricing per negotiated contracts Need to provide leadership & guidance in IL policies
- 37. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 37 • Create a Customer-Centric enterprise; literally organizing around the customer • Need to please an increasingly global, knowledgeable & powerful customer • Design & align with the focus on the customer life-cycle Think of Good as a portfolio of customers not products Manage this portfolio of customers to produce superior returns for stakeholders Enhance customer profitability & drive value by creating, communicating and executing competitively dominant customer value proposition Profitable or high potential customers are the most valuable intangible assets in the value of acquired companies Recommendations
- 38. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 38 Create a customer experience team to coordinate efforts, breaking down silos Develop a customer experience ecosystem; defining customer-centric communication touchpoints throughout customer life cycle Evaluation/Proof of Concept Phase 1-Create standardized “Welcome” packet to include prerequisite authorities for System Admin, pre-install checklist & clearly defined “next steps” Phase 2-Develop “Welcome Portal” to replace packet Technical “how-to” provision videos, Video snippets on setting up directories, permissions, etc. Establish Evaluation conversion metrics Recommendations
- 39. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 39 Use enterprise-wide voice of the customer and voice of the employee programs to understand the gaps between the ideal and today’s reality Schedule customer visits Listen to recorded Customer Care & Tech Support calls monthly Design processes so customer needs and feedback become key considerations in every decision Reward to reinforce customer-centric actions Establish metrics that reflect the new definition of “excellent” experiences. Recommendations
- 40. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 40 Describe the Customer & Technical Support experience you intend to deliver. Consistent with your overall brand Supportive of your company strategy Guide activities and processes to meet or exceed the expectations that you set with customers. Research functionality, budgetary pricing & potential ROI of Rating & Reviews, Feedback Management & Web Monitoring & Analysis solutions Recommendations
- 41. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 41 Create standardized “Welcome” packet for Evaluations Review necessity for the excessive amount of system generated emails sent upon order and explore reducing quantity Review content & rewrite all system(s) generated emails Reinforce customer-centric strategy & consistency with brand, voice & style; all need a Marketing touch Reformat to HTML Do not send from “no-reply” create rules that will send replies to appropriate parties to handle-don’t make the customer guess where to send Good Evaluation Confirmation email Add benefit statements Remove “highly recommend”; makes prerequisites sound optional Quick Wins
- 42. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 42 Order Confirmation email Obviously generic with all of the “if” statements (if this order included server, if you purchased from a partner) Download & provisioning email communications Determine if provisioning emails can be combined-(currently Exchange=2 emails per server, Domino 3 per server now (going to 2) 7 Domino servers=21 emails GMM & GMC) Properly set customer expectations of download & provisioning “straight forward” not “easy”; Clearly define next steps Set end-user expectations by outlining policies that may have been set to restrict application usability Add all applicable “how to communicate with Good” links to encourage “opt in” to communications Remove all non-working links & implement procedure to periodically check that all links continue to land where designed Quick Wins
- 43. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 43 Purchased Grants email? When I mention this term, Good employees ask me what they are; assuming CALs GMC Server Information (Multiples of this email are sent dependent on scale of order) Determine if emails can be combined into one GMM Server information (Multiples of this email are sent dependent on scale of order) Determine if emails can be combined into one Your Good.com Registration Information (Good Online Portal) Verify that tokens accepted are reported & result in Contact information stored in SFDC Welcome to Good Support Customer is instructed to provide designated contacts to Technical Support but not given Tech Support email address Quick Wins
- 44. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 44 End-User Welcome to Good email Customize system email(s) per policies If user has more than one device, currently receives identical emails for each; unable to determine which one is which Educates end-users on policies vs. perceived functionality deficiency “Tell Us about Your Recent Experience with Good Technical Support” Survey request email Current survey is too long; proposing to shorten to one question “are you satisfied?” Something in between would be better if you really want customer feedback and not just better response stats Rewrite Good Wikipedia article to reflect current information; this is also Good’s Facebook page Quick Wins
- 45. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 45 Q3 Q4 Q1 Q2 Review, reduce number of & rewrite all system generated emails Develop needs requirements & Research Rating & Reviews, Feedback Management & solutions Full launch CIO/ IT Exec Social Business User Community Soft-Launch, monitor & improve End- Users Social Business User Community Clean up & relaunch SFDC Clean up & relaunch SFDC CAC Webinar CAC meeting Begin improving Customer Contact information Launch, monitor & improve CAC Social Business User Community Soft-Launch, monitor & improve System Admin Social Business User Community Create Open National User Group plan Finalize Customer Advisory Council plan Soft launch CIO/ IT Exec Social Business User Community Full rollout System Admin Social Business User Community Develop process/communica tions review & continuous improvement plan Contact current CAC & recruit new members CAC Surveys CAC Surveys CAC Surveys Recommendations Timeline
- 46. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 46 Recommendations Timeline Q3 Q4 Q1 Q2 Research Rating & Reviews, Feedback Management & Web monitoring solutions Submit budget requests for solutions meeting function & ROI criteria Purchase solutions budgeted Implement solutions Develop Customer Experience Ecosystem communications plan (Eval, Deployment, Customer Care, Tech Support) Execute Customer Experience Ecosystem plan Monitor & improve Customer Experience Ecosystem plan Formalize Social Media plan & execute Create Newsletter & Release Notes Archives Create Social Business User Communities plan & design to implement CAC Meeting Begin to create content to “push” to Social Business User Communities
- 47. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 47 Notes
- 48. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 48 Customer newsletter – continue with plans to change from quarterly to bi- monthly Signed up for newsletter-no response-no previous issue Quarterly Customer Visits BeGood-many videos outdated; “Navigating Good email“ features Palm Treo with Cingular as carrier, also “Good introduction” “Email sorting & options” LinkedIn start discussion or participate-read from first to last comment on point; relevant to discussion. Build reputation for people to follow, link to blog posts or announcement for webinar on pain points voiced by others on group Review all knowledge base & FAQ Review all system generated communications - emails Assure all responses consistent with brand, voice, and style Tactical Notes
- 49. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 49 Email form rather than current free form would help in initial triage for Customer Care & feature requests List server for communicating maintenance schedules & Good notification- opt in only-can this be made automatic for all listed in online portal with opt out (with warnings of what they are opting out of; menu driven)instead of in?-Now when names are added, no feedback; A-list hosting; no reporting on tokens accepted-one reason mktg rls notes bad list Suggested opt out emails process- Send opt-out notifications to email distribution list Sales ops to tag the “email opt out” box for contact in SFDC Marketing to maintain master list; all emails campaign lists created will be run against this list to assure compliance Tactical Notes
- 50. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 50 If user adds 2 devices (phone & tablet) receive the same email; unable to determine which one is which (important as policies differ greatly on types of devices; need to tie policy info to welcome emails so you can tell which device you should set up with which provisioning email When customers place an order, they receive a multitude of emails- Exchange=2 per server, Domino 3 per server now (going to 2) 7 Domino servers=21 emails GMM & GMC - Combine order emails! “Purchased grants will be delivered” is confusing email; need to be concise & clear Same email whether purchased direct or through VAR; should add VAR All emails are plain text-NEED HTML All links within emails must be checked often; some links no longer valid Tactical Notes
- 51. ©2010 Good Technology, Inc. All Rights Reserved. Company Confidential 51 Review Good Online Portal for marketing placement opportunities include links in welcome emails to “follow” Good on Twitter include links in welcome emails to user communities Create Release Notes archive Good online portal for support has ownership problems; roles & responsibilities- fix & utilize as a repository of press releases, access to IT & admin online communities Tactical Notes
- 52. Customer Relationship Program Gap Analysis & Recommendations