The Challenge
Our client, a leader in global branded payment technology, identified a transactional channel with significant revenue growth opportunities and high drop-off rates where qualified leads and new accounts dropped out of the purchasing funnel.
The Approach
commonFont helped the client engage leaders across Inside Sales, CX, Marketing, and technical teams to build momentum for understanding and up-leveling experiences. We worked with the client to design and implement a Qualtrics listening program to uncover the root cause of friction in the digital experience. Ultimately, the insights from this program allowed our client to optimize marketing and lead generation campaigns, fine-tune the Inside Sales process, implement cross-sell strategies, and deliver a best-in-class customer experience.
The Results
With new closed-loop processes in place, the Inside Sales Team has been able to follow up with 100 accounts that had poor experiences, resulting in relationship saves for over 75% of cases. In one case, the new follow-up procedure resulted in a single order worth over $200k in revenue that would have been lost without the listening program in place. As a proof of concept, this listening program model and its learnings offer a blueprint that will allow the client to scale XM solutions from this single channel to an expanded Voice of the Customer program. commonFont is now working with the client to design a Relationship Pulse Program to gain feedback and insights from Enterprise B2B customers.
