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Unlocking Deep Insights to Improve Digital Experiences in Enterprise Software

A major software company committed to changing the world through digital experiences

Industry: Technology & Consumer Electronics

500+

audience insights

1,300+

sales representatives

3,000+

customer-facing roles

Challenge

In the wake of multiple acquisitions and against the backdrop of a rapidly changing marketing technology landscape, the client faced the challenge of enhancing its digital experiences to better understand and serve its customers. With a portfolio of three enterprise cloud solutions, the organization’s 1,300 sales representatives were tasked with engaging a diverse range of decision-makers, each with distinct challenges and needs.

The client recognized an opportunity to enhance the overall customer experience across all digital touchpoints while equipping its sales teams with the insights necessary to navigate this complexity. Its goal was to empower sales reps with a clearer view of who its customers were, what specific challenges they faced, and how they interacted with and leveraged the client’s products. By doing so, the client sought to create more meaningful, tailored interactions that would drive customer satisfaction and fuel sustained business growth. To do so, however, it needed a enterprise digital transformation partner.

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Solution

Digital experiences refer to the interactions customers have with a brand across digital channels—web, mobile, social, and more. In today’s tech landscape, optimizing these experiences is key to driving engagement and growth.

To enhance digital experiences across all three of its business clouds, the client partnered with Concentrix to create a unified strategy that addressed key moments of customer engagement. Together, Concentrix and the client embarked on multiple initiatives designed to elevate the customer experience, including audience persona development, sales enablement, content creation, go-to-market strategy, and advanced analytics.

  • Strategic Framework: We started by consolidating and developing a comprehensive strategic framework that outlined customer personas for each of the client’s diverse audiences. Through in-depth interviews with target audience members, we crafted data-driven personas that guided everything from marketing strategy and content development to campaign planning, database segmentation, and demand generation. Our personalized approach ensured that the marketing and sales teams were equipped with a clear understanding of customer needs, leading to more relevant and impactful engagement.

  • Tools and Training: For the sales teams, we designed a suite of tools and training programs aimed at improving sales effectiveness throughout the entire sales cycle. These resources helped sellers deepen their customer focus and quickly establish credibility. Key initiatives included the creation of a tool to support the early stages of the sales process, along with specialized training focused on understanding the mindsets of CIOs and IT decision-makers. Additionally, a streamlined lead management process, coupled with a structured governance model and lead scoring system, ensured that leads flowed efficiently from demand generation through to sales opportunities.
  • Thought Leadership: Concentrix also developed customer-facing thought leadership content, leveraging insights gathered through primary and secondary research. This content was designed to drive greater engagement in demand generation efforts and outreach programs, further strengthening the client’s brand authority in the market.
  • Internal Alignment: To ensure alignment of digital experiences across internal teams, Concentrix facilitated workshops and interviews with key stakeholders and customers in high-priority verticals. This collaborative process helped define the client’s end-to-end marketing programs, capabilities, and resource requirements, ensuring a more effective and scalable enterprise customer experience.
  • Marketing Dashboard: Finally, we designed a comprehensive marketing dashboard that provided real-time visibility into campaign performance. This tool enabled marketers and strategists to track engagement at various levels of granularity, quickly identifying opportunities for optimization or areas requiring attention.

“Our personalized approach ensured that the marketing and sales teams were equipped with a clear understanding of customer needs, leading to more relevant and impactful engagement.”

Outcomes

As a direct result of its enterprise digital transformation partnership with Concentrix, the client successfully modernized and optimized its digital experiences across the entire sales funnel, significantly improving the effectiveness of all customer touchpoints. Key outcomes of this collaboration include:

500+ Audience Insights: Through comprehensive research and in-depth interviews, Concentrix developed over 500 actionable audience insights, which became a cornerstone for the client’s marketing and sales strategies.

Persona Framework Tool: A custom persona framework tool was created, now utilized by more than 1,300 sales representatives to better understand and engage with customers.

Field-Facing Tool: Over 3,000 customer-facing roles gained access to a powerful field-facing tool, enhancing their ability to connect with customers and address their unique needs.

The combined efforts of these initiatives led to faster sales cycles and improved KPIs across the entire sales funnel, from lead generation to deal closure, contributing to the client’s rise as a recognized leader in the enterprise cloud solutions market. Looking ahead, the client is focused on continuing its innovation journey to further empower enterprises in overcoming today’s digital challenges. The client’s future plans center on enabling collaboration, leveraging the latest advances in martech and tech infrastructure, and improving ways to generate customer insights across the organization.

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