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Get the “Trifecta View” of the SaaS Customer Journey using CX Surveys in Salesforce

Congratulations! Another customer is starting their journey with your company.

They’ll go through the various stages in the sales funnel, across departments from marketing to sales to product to customer success and customer service. All of these departments will be using your company’s system of record, perhaps Salesforce, as the one common source of truth. They’ll document each interaction with this customer, each touch point, and then pass the customer along to continue the journey.

The Three Touchpoints and Their Matching CX Surveys

Among the touchpoints in your customer’s journey, there are three vital ones that warrant focus: Onboarding completion, support interactions, and renewal. 

Gathering CX feedback at the right time gives you a pulse on customer happiness along the journey. You can act on this insight and boost your ability to retain customers.

Wootric customer, MindTouch, has implemented the Trifecta View.

See how they do it.

Benefits of Collecting Customer Experience Feedback in Salesforce

Your CRM is the best system to trigger journey point surveys because it knows where your customer is at. When feedback resides in CRM records, it is easy for Sales, Support and Customer Success to follow up and take action. It can also be a morale boost when customers sing praises after an interaction.

Most importantly, having feedback recorded in your CRM after these three touch points creates a holistic, birds-eye, trifecta view of the customer experience that is measurable and tracked over time. This is vital business intelligence that will better prepare Success for QBRs and prepare Sales for renewal conversations. 

An Account Level Report Provides the Trifecta View

Use an account level report to get a holistic view of your customers’ journey, with each survey score reflecting different parts of the entire journey. Account level NPS, for example, is valuable intel for the Sales team. See how better training for Support can boost CSAT scores, or watch your churn numbers go down as Success team members reach out to customers with poor NPS before the renewal is up. Wootric offers account level survey data in Salesforce, by month and quarter.

The Trifecta View can reveal your strengths and weaknesses, as they exist, across the entire customer journey. Drilling into each journey point’s feedback can guide decisions to improve the weak spots, smoothing out the entire customer experience from a roller coaster to a gentle upward journey into Customer Nirvana.

“Trifecta view”: term coined by Aric Martinez, Director of Sales at InMoment, for the customer intelligence view that enterprise SaaS companies are seeking in Salesforce. Contact Sales to learn more.

Here, we’ll show you how the Wootric-Salesforce two-way integration can help you trigger a feedback survey using workflows. Responses loop back into your contact and account records to create this view of your customer experience.

#1 Onboarding Completion: Customer Effort Score Survey (CES)

Post-onboarding is a prime time to get customer feedback on that process. This is the critical first phase of the SaaS relationship. The customer’s emotions and first impressions of your company are fresh in their minds.

You can get valuable insight into how easy the process of onboarding is by triggering a Customer Effort Score survey (CES). You may learn about how helpful documentation and Customer Success team members were in teaching your users how to use your product, or you may expose aspects of your product with a high learning curve.

Overall, you will learn what makes the process of learning your product as easy as possible, getting your relationship with the customer started on the right foot.

To automatically gather feedback on the onboarding process, Wootric’s Salesforce integration enables companies to set up a workflow to trigger a CES survey 90 days (or any time period) after an Opportunity is closed.

#2 Support Interaction: Customer Satisfaction Survey (CSAT)

Now that you’ve made your first impressions, and your customers have gotten to know your company and product a bit better, there are bound to be times when they will need your Support team. After the case has been addressed, triggering a Customer Satisfaction (CSAT) survey will get you important feedback about their interactions with Support.

Having CSAT feedback can inform the training and organization of your Support teams and help you better understand your customer’s expectations of interactions with the Support team. It can help you identify any gaps in your support coverage. CSAT feedback at this journey point may even reveal potential new services and offerings when there are multiple similar feature or service requests. It may also reveal bugs that were undetected.

When CSAT scores are recorded in Salesforce, it pairs with other meaningful factors, like account age or company size, to create more context for you as you analyze this journey point. 

Wootric’s Salesforce integration enables companies to automatically gather feedback on Support interactions by setting up a workflow to trigger a CSAT survey after a Case is closed.

Bonus: You might choose to trigger a new case to open for Support or Success when a poor CSAT score comes in, or assign a task of follow up to specific individuals. This will show your customers that you are actively listening to their feedback and value it, making it more likely for them to continue giving it to you. It can also clear up any potential miscommunication that may have occurred during the original interaction.

#3 Renewal Conversation: Net Promoter Score Survey (NPS)

As the year passes and your customer has more experience working with your company and product, inevitably, the time for the renewal conversation comes. You’ve got an idea of how things are going, based on the CSAT scores coming in, but that mostly tells you how satisfied they are with the Support team, rather than your company overall. Arm yourself with more relevant feedback before you talk renewal by triggering an NPS survey 90 days in advance of the renewal date.

Leverage workflow rules by having poor NPS scores trigger a task assigned for a CSM to reach out and talk to detractors to try to prevent them from churning. The feedback from your customers can be brought up during the renewal conversation to show them you take their feedback to heart. Bringing up the comments they’ve left you my open up opportunities to show product or service improvement, provide additional training and for upselling or cross-selling. It may also prevent customers who churn from being resentful of your company. If you’ve listened to them and tried to work with them, most customers will appreciate that effort, even if they choose not to renew.

By creating a Salesforce workflow based on the Opportunity or Account object, Wootric customers can trigger an NPS survey in advance of account renewal date.

Get Creative

Wootric integrates with Salesforce to enable you to ask the right questions to get the information you need, at just the right time. Our surveys can be triggered on any object in Salesforce, including Activities. That’s a lot of options.

Your company may have other customer journey points that warrant feedback. You may want to ask a slightly different question than the examples we’ve chosen, depending on your circumstances. You can tailor your Salesforce workflow rules to integrate with Wootric surveys in the way that best serves your needs.

Want to trigger & track CX metrics in Salesforce? Book a demo.

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