Introductory presentation from Clicktools' customer event at Dreamforce 2013 in San Francisco.

1. From Clicktools
with Love
David Jackson
!
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I want to begin by thanking you for being here but most of all for
being customers. You are our raison d’être.
!
I want to thank our partners, Traction, Waypoint and Idealist for
Thank
You!
supporting us today. If you haven't visited them then do so. they do
some great work with Clicktools, including support for the not for
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Nov
13
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profit sector.
Given our Bond theme, I thought I might begin by looking at a few
things across the Bond timeline.
1962
!
The first Bond film was presented in1962: Dr No starring Sean
Connery.
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2. And the last film launched was Skyfall, starring Daniel Craig.
!
2013
By the way, can anyone name all seven Bond actors? They are: Sean
Connery, David Niven (he was Bond in the first Casino Royale),
George Lazenby, Roger Moore, Timothy Dalton, Pierce Brosnan and
Daniel Craig.
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This was the sort of computer that would have looked very hi-tec in
1963. The Linc-1 computer went on to become a mainstay of the
1962
mini-computer line up from Digital Equipment Co. Described as the
first personal computer (it could be controlled by one person) it
boasted 1k of core memory and a 256x256 CRT. 4 knobs allowed the
user to move around the screen. Cost was $43,600 each.
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Bond today is much more likely to use something like this.
Immensely more powerful than that room filling box from 1963 and
2013
100th the price.
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3. Around the time of the first Bond film, President Kennedy presented
1962
•
•
•
•
a speech to Congress outlining four consumer rights. It went on to
form the basis of the US Consumers Bill of Rights. JFK was obviously
The
right
to
safety
The
right
to
be
informed
The
right
to
choose
The
right
to
be
heard
a pioneer in the field of customer experience. It is interesting to note
that it seemed necessary to embed in statute the responsibility
companies held for the people that paid their wages.
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Today, JFK would probably wonder what has changed in some
2013
companies. But any statutory attempt to make companies do right
by customers is doomed to fail if they lack the leadership and intent
to put customers at the heart of their business. I am staggered by
the number of senior managers that still don't get it, and condone or
are unaware of the damage done in their name.
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That’s despite the increasing evidence that customer first is a good
bet for improving financial performance.
Customer
experience
pays
Impact)of)CEM)Programs)on)year.over.year)
revenue)change)(in)$)million),)n=252
)$300
$278) $273)
)$200
)$150
$100)
)$100
)$50
This data was presented at a webinar we ran last week in association
Revenue)Loss)Due)to)Customer)Turnover
Incremental)Revenue)from)Existing)Customers
Revenue)from)Net.New)Customers
Net)Revenue)Impact
)$250
$29)
with Aberdeen Group. It clearly shows that companies that deliver
$91)
$84)
$28)
better customer experiences also deliver better financial
$8)
)$.
)$(50)
$(34)
$(43)
$(43)
performance.
)$(100)
)$(150)
$(142)
)$(200)
Best.in.Class
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Industry)Average
Source:
Aberdeen
Laggards
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4. And an absolutely vital element of delivering that improved financial
performance is active use of the voice of the customer. You will be
If
you
listen
to
the
customer
Year-over-year percent change
VoC Users
6%
5.8%
pleased that as users of VoC, you are much more likely to be
Nonusers
5.6%
4.8%
generating better returns. Clicktools does help you make a
4%
difference.
2.4%
2%
0.8%
0.3%
0%
Revenue from netnew customers
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Overall sales team
attainment of quota
n=132
Customer lifetime
value
Source:
Aberdeen
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I am the first to acknowledge that surveys forms only one thread of
an effective voice of the customer campaign. If you have read the
recent Temkin State of VoC report, you might think I was a worried
“Multiple
choice
surveys
will
decline.”
man; that Clicktools’ core business was about to disappear. The
report summary had me worried: it says “Multiple choice surveys will
decline”. What the data actually says is that 84% of respondents
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think surveys will be the same or more important as a source of
Whilst the death of surveys is exaggerated, the importance of mobile
should not be under-estimated. Mobile currently accounts for 15% of
Mobile
future
internet traffic but this is set to double in just 12 months and likely to
become the primary vehicle for internet access within the next few
years.
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5. This is in part driven by the spectacular growth of tablets, which have
become the biggest category of computing device in just three years.
Mobile
future
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Wearables will extend mobility to even higher levels of
connectedness.
Mobile
future
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Social is the other phenomenon driving change. Here are a few
Growth
of
social
interesting facts about social.
!
1. Social media has overtaken porn as the #1 activity on the web
2. 189million Facebook (about 10%) users are mobile only but
account for 30% of ad revenues
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3. LinkedIn gets 2 new members per second

6. These factors are just two of the things changing the world, including
Our
purpose
the world of feedback.
To
help
companies
understand
and
better
serve
their
customers.
!
All very interesting, but what does that mean for you as Clicktools
customers?
!
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Not many of you will have seen this but this is the reason Clicktools
If you boil down what the Clicktools app does then this picture says it
all.
Clicktools provides great tools for collecting feedback, and we will
extend the range and ease with you can collect feedback across
mobile, social and the ‘traditional channels.
We have the best CRM integration on the market, bar none but we
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will not rest on our laurels. We will continually look for ways to make
Interestingly, the recent State of VoC Programs report from Temkin
Group suggests that companies think they are good at collecting
feedback, so-so in sharing it across the organisation and not good at
acting on it. This is worrying, because it is the sharing and acting that
generates the improvements that any VoC program should be
focused on. And that’s where we can help you more.
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7. At the beginning of the year we grouped all our resources that are
Helping
you
succeed
dedicated to helping you get the best value out of the app into one
team - Customer Success. We will be investing to expand this team
in 2014 and focus what they do on your success.
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Here’s one example. We are working hard to make Clicktools easy to
Improved
help
•
•
•
•
•
use and that includes help.
Easier
navigation
and
search
Better
content
with
more
video
Key
features
and
concepts
content
More
training
and
best
practice
content
Customer
community
(2014)
In the next few weeks we will go live with a new help platform with
more and better content.
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The new help platform will become the ‘one-stop shop’ for all our
Improved
help
resources designed to help you make your companies more
successful. Not everything will reside in the one platform but we will
link to other resources, including non-Clicktools content where
appropriate.
!
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8. We will make more use of video as a vehicle for sharing our ideas
Improved
help
with you.
In 2014, we will open up the help portal to you, enabling you to share
your ideas and examples of good practice through a community.
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Of course, what we do in the app is where we can help most. We
have great plans. Last weekend our we went live with mobile
Roadmap
surveys. By clicking just one button, you can mobile enable your
survey.
Of course, not everything works well on a mobile so we have also
added warnings to help you identify mobile ‘unfriendly’ content. We
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are also working on some best practice guides to building surveys
We have some exciting plans for the further development of the
Roadmap
•
•
•
•
•
Clicktools application . This is just some of the key things, but not a
Connected
app
&
credentials
manager
Text
insight
Enterprise
management
Scripting
Survey
insights
complete list. See the product team on “Innovation never dies”
table for more info and to tell them what you would like to see.
To
learn
more
visit
“Innovation
never
dies”
Any
unreleased
services
or
features
referenced
on
Clicktools
web
site,
press
releases,
presentations
or
public
statements
are
not
currently
available
and
may
not
be
delivered
on
time
or
at
all.
Customers
who
purchase
Clicktools
applications
should
make
their
purchase
decisions
based
upon
features
that
are
currently
available.
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9. I want to revisit this purpose. We currently fulfil this through our
Our
purpose
Clicktools application. But of course, understanding customers is a
To
help
companies
understand
and
better
serve
their
customers.
multifaceted picture that goes beyond the surveys, forms and scripts
enabled by Clicktools.
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We were the first company to provide out of the box CRM
First
to
integrate
surveys
with
CRM
integration, recognising early the growing importance of two things.
First, the power of a single view of the customer in driving an
improved customer experience and the financial benefits it delivers.
Second, the opportunity to take cost out of the VoC process and
focus time and effort in the added-value work of understanding and
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acting on the results.
That single view of the customer can come from many different
sources than surveys but the richer the picture, the more opportunity
More
than
surveys
there is to improve the customer experience, personalise interactions
and generate deeper insights.
CRM
Single
Customer
View
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10. That is why we are delighted to introduce a new product: Syncfrog
from Clicktools allows you to apply our award-winning integration to
Introducing
syncfrog
a much wider range of information.
Launched today, the application will grow to connect the growing
diversity of customer information sources. It is one more way we can
deliver on our purpose of helping you understand and better serve
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your customers.
To learn more about syncfrog, visit www.syncfrog.com
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Thank you all for attending. Please enjoy a drink on us and try your
hand at the tables. There’s a prize for the person who wins the most
chips.
Thank you
Please
enjoy
a
drink
with
us
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