Unlocking deep insights to improve software company's customer experience

Background

A major software company committed to changing the world through digital experiences has multiple cloud software solutions that help businesses create amazing content, harness the power of data, and accelerate business processes so they can design and deliver experiences customers will love.

Opportunity

Following a series of acquisitions and amid a rapidly changing marketing technology landscape, the company wanted to better understand the market and the value it brings to its customers. With three enterprise cloud solutions, the company’s 1,300 sales reps were reaching out to a wide variety of decision-makers looking to solve different challenges. The company wanted to create better experiences for its customers across all of their digital experiences and arm the sales team with the insights needed to better understand who their customers are, what their needs and challenges are, and how they use the company’s products.

Solution

The company partnered with Concentrix Catalyst to create better experiences for customers along the moments that matter across all three business clouds. Catalyst and the client worked together on multiple projects focused on the customer experience: audience personas, sales enablement, marketing content, go-to-market strategy, and analytics.

personas

Catalyst began by consolidating and developing a strategic framework for all of its personas across its different customer types. As part of this, Catalyst conducted in-depth interviews of audience members and developed data-based personas to aid across marketing strategy and planning, content development, campaign strategy, database mapping, demand generation and sales enablement.

To enable sales teams, Catalyst created tools and trainings to attract users throughout the many stages of the sales cycle, improving sellers’ customer focus and ability to gain credibility quickly with customers. This included the development of a tool for use in the early sales cycle in addition to providing training on the CIO and IT decision-maker mindsets. A lead management process and governance model, as well as lead scoring, helped streamline the lead flow from demand gen all the way through sales opportunities.

dashboard

Catalyst then developed customer-facing thought leadership content leveraging the unique insights identified through Catalyst’s primary and secondary research to increase engagement in demand generation and outreach programs.

Catalyst also partnered with the client to conduct workshops and interviews with internal stakeholders and customers in key verticals and define the client’s end-to-end marketing programs, capabilities, and the resources needed to improve enterprise customer experience and accelerate growth goals. Finally, Catalyst designed a dashboard that allows marketers and strategists to view their campaign health at a variety of granularities, enabling them to monitor engagement and spot opportunities or problems. ​

Results

As a result of the partnership with Catalyst, the client was able to modernize and optimize digital experiences across its sales funnel, increasing the effectiveness of all customer touchpoints. Through in-depth research and interviews, Catalyst developed more than 500 audience insights used to inform The client’s marketing and sales efforts​. It helped the client develop a persona framework tool accessed by more than 1,300 sales representatives and a field-facing tool leveraged by more than 3,000 customer-facing roles. Together, the projects enabled the client to grow sales more quickly and improve KPIs from the top of the sales funnel all the way down to the bottom, contributing to the rise of the company as a leader in enterprise cloud solutions.

As the client continues to innovate in how it helps enterprises use their cloud products to tackle today’s digital challenges, its plans for the future center on enabling collaboration, leveraging the latest advances in martech and tech infrastructure, and improving ways to generate customer insights across the organization. In doing so, it will be positioned on the bleeding edge of digital customer experiences.

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