Salesforce: Feedback Management

Customer Experience Manager (CXM)

This persona is responsible for tracking and measuring customers’ experience throughout a specific journey. If you’ve ever filled out a satisfaction survey at a bank or an airline, your survey responses are filtered through to a Customer Experience Manager. This persona needs an easy to way to send out those surveys and measure feedback across multiple customers

Helping businesses set up a way to gauge their customers’ feedback at every step of the customer journey and make sense of it all through analytics

Background

With Salesforce’s Surveys product recently delivered, a Product Manager and I came up with a plan to go one stop further. Our pitch was simple— we wanted to build a system where businesses could automate the process of soliciting feedback through NPS/CSAT surveys. We created ‘Feedback Management’ as a way for Customer Experience managers to easily visualize their customers’ experience using their products/services

Having thought we had a winning product with Salesforce Surveys, our team quickly learned that surveys are only the tip of the iceberg when it comes to customer experience measurement. For our customers, building a NPS/CSAT survey was only 1/3 of the problem— the real challenge was in being able to send out these surveys to the right customer at the right time and then make sense of it all. We understood from our users that having an easy to automate feedback in Salesforce would be useful.

Activities

  • Pitched the idea of creating a Feedback Management product to senior leadership

  • Conducted deep competitive analysis for inspiration and benchmarking

  • Designed the product from the ground up

Problem

Personas Targeted:

1.

The proposed solution must help CXMs map out a customer journey

Design Requirements

2.

The solution must make it easy to automate the process of sending out a survey at a given touchpoint

3.

There must be an easy way for CXMs to view customer feedback through analytics

Outcome