Michaela Selling, the sales director at a large B2B company, suddenly found herself in a new world. Despite her performance and experience, company leadership was no longer satisfied with the numbers. The market had shifted, with disruptive trends emerging quickly. More than ever, she was under pressure to meet targets and secure results, all while managing technical challenges and navigating digital transformation. She realized that traditional methods alone would not suffice to ensure continued success.

Being data-driven and a visual thinker, Michaela was inspired by the success stories of Sybit’s Value-Based CX Analytics. Without hesitation, she embarked on a transformative journey through the following five phases, aiming to redefine and meet her sales team’s objectives.

The Five Phases of Value-Based CX Analytics

Phase 1: Strategy and Goals

In this first phase, Michaela focused on clearly defining the overarching goals of her sales team. She derived specific KPIs tailored to her sales strategy, project objectives, identified pain points, and success factors. By utilizing a Value Map, Michaela broke down specific objectives into actionable KPIs and tactics. She decided to center her strategy around two core goals:

  • Increasing Revenue
  • Maximizing Profit

Phase 2: Processes and Potential

With a deep understanding of the need for efficient and effective sales processes, Michaela immersed herself in process modeling and process mining. This phase allowed her to visualize relevant sales processes and assess their quality.

Phase 3: KPIs and Visualization

With KPIs defined, Michaela moved on to further refine them. This included both a business-side specification of relationships and visualization options, as well as a technical conception that defined and implemented the system representation of these KPIs. This phase was critical to ensure that the KPIs were not only measurable but also meaningfully visualized and communicated.

KPIs and Tactics for the Goal of “Increasing Revenue”:

  • Enhance Customer Retention: By developing a deep understanding of customer needs and offering tailored solutions, Michaela strengthened loyalty and reduced churn rates.
  • Create More Opportunities per Customer: Through cross-selling and up-selling initiatives, she identified and capitalized on additional sales opportunities with existing clients.
  • Increase Success Rate of Opportunities per Customer: She focused on increasing the success rates for identified sales opportunities by better aligning offerings with customer needs.

KPIs and Tactics for the Goal of “Maximizing Profit”:

  • Increase Margins on Sales Opportunities: Michaela optimized pricing and prioritized premium offerings to maximize the profitability of each sale.
  • Boost Sales Efficiency: By analyzing and optimizing sales processes, she improved her team’s efficiency while reducing time spent closing deals.
  • Reduce System Costs: She leveraged modern CRM systems to eliminate redundant tools, thus minimizing the overall costs of the sales system landscape.
     

Phase 4: Live Reporting

In the live reporting phase, user engagement with reports was emphasized. Michaela used this phase to communicate specific actions based on insights gained from the reports.

Phase 5: Active Steering

In the final phase, Michaela understood that Sybit’s Value-Based CX Analytics approach should be viewed as a continuous cycle. She consistently questioned and reviewed the insights, optimizations, and system adjustments.

The Role of Modern CRM Systems

By following these five phases, Michaela Selling not only achieved the strategic and operational goals of her sales team but also fostered a culture of continuous improvement and data-driven decision-making. Michaela recognized that it was not only about improving KPIs but about enhancing every aspect of the customer experience (CX). Value-Based CX Analytics provided a holistic view of performance and enabled the definition, analysis, and optimization of the right KPIs. Modern CRM systems, along with trends like AI integration and automation, became indispensable in this process to increase efficiency, reduce costs, and deliver an exceptional customer experience.