The document describes how athenahealth uses surveys and Salesforce to listen to customers. It discusses how athenahealth transitioned from a lack of integrated customer feedback to a mature voice of the customer program. The program now collects meaningful feedback across multiple channels using an intuitive survey platform integrated with Salesforce. This allows athenahealth to better understand customers and prioritize improvements based on diagnostic feedback.

1. How athenahealth Listens
to Customers with Surveys
and Salesforce

2. Maura Rivera
Director, Product Marketing
Macy Howarth
Executive Director, Customer
Intelligence

3. of customers will stop
doing business with a
brand after one bad
experience.
32%
Customer experience (CX) is
more important than ever
Focusing on the customer experience may
be the single most important investment a
company can make.
Source: Future of CX Report, PWC

4. $136.8 billion
the amount of money companies lose per
year because of poor CX

5. What if you knew the moment
your customer had a poor
experience?

6. What if you could immediately
intervene and make things
right?

7. An integrated, actionable feedback program is the
foundation of a strong CX and the key to fighting churn

8. Traditional survey tools don’t work
Surveys offer an outdated user experience and are delivered on the wrong channel and
out of context. Plus data is siloed from your CRM, making it impossible to take action.

9. Introducing GetFeedback for Salesforce
Capture the voice of the customer with sleek, omnichannel surveys.
Put real-time CX data in Salesforce. Take immediate action on feedback.

10. Four steps to building an effective feedback program
DESIGN DISTRIBUTE INTEGRATE ACT
Craft sleek, personalized
surveys that asks the right
questions
Build workflows and
choose the channels that
work for your customers
Map real-time response
data into Salesforce
Analyze data and implement
1:1 and 1:many change
Title Account Name CSAT Score
Manager Apex Inc. 2
Account Owner Account Rollup CSAT Score
Dan Harrison 4.3
Priority Case Number CSAT Score
Medium 00001123 2
Name Related To
Lauren Mitters 00489124
Thanks for contacting
the Sun Basket support
team! How was your
experience?
gfbk.co/fe3akb

11. DESIGN
Greet customers with an effortless survey experience

12. DISTRIBUTE
Distribute surveys across
any channel

13. INTEGRATE
Map real-time feedback into Salesforce
Put feedback data where you need it in Salesforce and have a truly 360-degree view of the customer.
Integrate

14. 1:1 ACTION
Immediately follow up
with at-risk accounts
Alert stakeholders of at-risk accounts and create
tasks to ensure prompt follow up. Turn any
negative experience into a positive one and boost
customer retention.
66%
more likely to
re-purchase if
complaints are
quickly addressed
Source: Service America

15. 1:MANY ACTION
Develop internal and
external programs to
influence change
Scale your action plan by communicating
feedback throughout your organization and
building programs to convert detractors and
nurture promoters.
INTERNAL VOICE OF THE CUSTOMER PROGRAM:
Communicate findings within company and adjust:
● Product roadmap
● Support channels
● Pricing
DETRACTOR PLAN:
Develop programs that will convert promoters:
● Quarterly business reviews
● White-glove customer support
● Discounting and promotions
PROMOTER PLAN:
Shine a spotlight on champions:
● 5-star reviews
● Customer stories
● Advisory council

16. 25% higher revenue
Real-time CX data in Salesforce and a
strong action plan directly impact CSAT.
A modest improvement in CSAT can yield
Source: The Temkin Group

17. SALES
Give your sales team the power to close
more deals with closed-lost insights.
Use GetFeedback alongside any Salesforce product
SERVICE
Enhance your customer service and field
service lightning platforms with real-time
feedback.
MARKETING
Understand the customer journey and
deliver more personalized experiences.
PARDOT
Bring the voice of the customer into Pardot
and drive smarter marketing automation.
COMMUNITIES
Create an ongoing dialogue within your
forums, portals, and knowledge articles.
ANALYTICS
Fuel your Einstein predictive engine with the
most critical dataset: customer feedback.

18. Prospect
visits website
Customer makes
a purchase
Customer is
onboarded
Customer chats
with support
Customer
renews product
Measure the Voice of the Customer at key
touchpoints in the customer journey

19. DEMO

20. Executive Director, Customer Intelligence
MACY HOWARTH

21. 21
Measuring the Customer Experience
Voice of the Customer Program Overview

22. 22
athenahealth lacked a central mechanism to measure our customers’ experience
Call Center Agents identify
trends from common
customer complaints.
Client feedback (from
multiple touch points) is
intentionally collected and
surfaced to key decision
makers.
Feedback is prioritized
and integrated into
planning processes
and aligned to key
stages of the customer
journey.
2013 – 2015
Focus on Reducing
Call Volume
2016
Voice of the Customer
Capability Piloted
2017/18
Voice of the Customer Capability
Codified and Integrated Into the
Planning Cycle
Year
Maturity

23. 23
The Voice of the Customer program is athena’s source of truth for customer
satisfaction and a primary source for growth opportunities
Our mission is for our customers to experience athena products and services that are informed by their voice.
Gather feedback from our clients through multiple channels
Deliver client feedback to product teams, operational teams, and Senior
Leadership to drive changes in products and services that improve our customers’
experience
Coordinate communications back to our clients to close the loop on upcoming
enhancements and/or rationale for existing product functionality
Company Facts: Provider of cloud-based services for medical practices and health systems. $300M Revenue (Q1’17) with over 520K users on the network
(from over 1000 clients/buyers). NASDAQ: ATHN
THREE-TIERED APPROACH
Tip: This last step can often be an afterthought. Your customers and client facing
teams are empowered by this feedback loop.
1
2
3

24. 24
Customer feedback forms the foundation of our program and guides the
development of a quarterly set of customer success priorities
Commercial Priorities Organized By
Product, Platform, and Customer Service
and Support Themes
On a quarterly basis, we analyze and ID
trends across a variety of direct/ indirect
customer feedback data sources.
QUARTERLY CUSTOMER FEEDBACK COLLECTION & ANALYSIS
We prioritize trends using a weighted
score based on the degree to which
they show up in multiple sources.
Support
Cases
Customer
Churn
Customer
Surveys
(NPS, Release
Sentiment)
Customer
Proposed
Product Idea
Employee
Provided
Product Gaps
Customer
Escalations

25. 25
We needed a customer feedback platform and strategy that was integrated,
intuitive, and scalable
Lack of Integration
We lacked the ability to optimize our survey data and correlate it to our other
feedback on athena’s CRM (Salesforce) platform.
Lack of Intuitive, User Friendly Survey Interfaces
We lacked an easy and effortless customer feedback interface.
Lack of Scalability Across Multiple Channels
We relied too heavily on phone based survey administration (to drive up
response rates) at the expense of email and in-application administration.
Customer Feedback Survey Challenges...And Opportunities

26. 26
Today, our survey program collects meaningful, diagnostic feedback across our
diverse customer base
EXAMPLE 1
Client “Buyer” Net Promoter Score Survey
OVERVIEW
SURVEY
Customer Loyalty Survey
DISTRIBUTION
All Clients Surveyed 2x/year via Email
RESULTS
HIGHER RESPONSE RATES
143% higher response rate after switching in 2017.
We now consistently achieve over 40% response rate
each month with follow-up for non-responders.
SALESFORCE IMPACT
As a result of the integration, we can marry the
feedback data with other service and support data to
better understand the holistic customer experience.

27. 27
We also surface a survey to all end users in our athenaNet application to
collect and correlate relationship feedback
EXAMPLE 2
User Net Promoter Score Survey
OVERVIEW
SURVEY
Customer Loyalty Survey
DISTRIBUTION
All Users Surveyed Annually via In-App Lightbox
VOLUME
>5000 respondents per month
RESULTS
HIGHER RESPONSE RATES
400% uplift in response rates in 2017. In 2019 we’ve
achieved a 28% response rate YTD with 1 follow-up email.
SALESFORCE IMPACT
We now can analyze the relationship between user
experience and business metrics.

28. 28
Our post release surveys allow us to gauge customer sentiment
at a critical “moment of truth“ in their lifecycle
EXAMPLE 3
Release Sentiment Survey
OVERVIEW
SURVEY
Release sentiment survey used to gauge feedback
on the releases
VOLUME
200k users surveyed per year via in-app lightbox
RESULTS
HIGHER RESPONSE RATES
29% uplift in response rates since 2017
SALESFORCE IMPACT
We now can marry the feedback data with other
service and support data to better understand the
holistic customer experience.

29. Maura Rivera
Director, Product Marketing
Macy Howarth
Executive Director, Customer
Intelligence
Q&A

30. Stop by our booth or sign up for
a free trial to start bringing CX
data into Salesforce today!
www.getfeedback.com | maura@getfeedback.com