Dell/ Discovered and shipped improved quote search experience and sales integration capabilities on quote, cart, and checkout APIs, thereby improving SMB average monthly revenue by 4% in 6 months.

Handling difficult customer, Addressed customer complaint, Short term vs Long term

S - Commercial customers buy through offline and online channels primarily use sales quote. They generate a quote, get budget approved in their company and then purchase it. Post Covid, online adoption increased steadily and CSAT score started dropping. I was huddling with analytics team on customer purchase feedback that showed that 50% of times customers struggle with quotes during purchases.

T - CSAT in purchase experience dropped by about 8% due to this, equivalent to potential loss of $280M+ future revenue. It wasn’t clear why CSAT dropped.

A -

- First, I cross-referenced data from multiple sources to find out - how frequent the customers complain about purchase experience on such orders, how much revenue do we generate before vs after they complain.

Which data sources? CSAT, NPS survey, Order data, Sessions data.

What did you find out? After mentioning the issue, customer’s avg revenue per month drops by 10%.

- Second, I wanted to understand the core problems in the user journey, and so I interviewed 25+ of our very active customers who had previously shared CSAT feedback.

What did you learn from them?

The key issue was around retrieving a sales quote. Current process only supported manual search based on quote number emailed to them few days earlier.

- Third, I aligned with sales leaders on the concern that the capability gap could have broader implications on customer retention and online adoption.

A/B testing options:

- Use existing attributes to bring all quotes in one list. Bad customer experience.

- Use dedicated sales user action to share quote with customer and only then show it in online portal.

- UX shows latest 3 sales quotes. Bad customer experience.

- Fourth, I had to negotiate with sales team to deprioritize a feature related to automation. CSAT issue had bigger implications on long term revenue, so I had to push for addressing the CSAT concern and deprioritize order management automations.

Sales feature was about automatically charging delivery fees for custom orders and save 5 hours per week in sales process time.

How did you convince sales team?

R - After first 4 months, I observed 50% engagement on retrieving sales quote to order online and saw reduction in CSAT complaints as well. Brought CSAT back up. Projected growth of $10M incremental revenue per month as a result. Incremental revenue is based on change in revenue per sales quote before and after the change.